It never fails to amuse me when people say that they have all of their marketing under control and whip out a document with ‘BRAND GUIDELINES’ proudly displayed across the front. What people don’t seem to appreciate is that even though having brand guidelines is a good starting point, it does not always take into account the bigger picture.
As an example, if someone picks up your brand guidelines document it is likely to explain how your logo or strap line should be displayed. It is not however as likely to go into the detail about the tone of voice you should use when communicating about your brand or the factors you should take into account when using social media.
You see, brand guidelines are one thing but communications guidelines are quite another. The two do and should work hand-in-hand but very rarely are they proudly displayed together.
I recently hosted a strategy session with a local artistic contemporary photographer – Nigel Tooby – who is building his brand. In addition to understanding the importance and significance of how he projects his image, he was also more than aware of the need to develop his communications strategy.
I was pleased that as a creative, Nigel had taken the time to consider how he communicates effectively with his audiences. Many companies and even big businesses and corporations focus on their branding but not on their marketing communications.
A communications strategy should support the business objectives, making it a fundamental part of a company’s growth potential. Taking the time to consider the personality of your business, the tone of voice you use, a positioning statement and longer term aspirations and goals can be the difference between success and so, so.
I’m not sure whether this business has gone through a communications strategy session or if they have specific guidelines for their engagement but Yorkshire Tea do a great job of reinforcing their personality in all that they do. As well as being consistent across mediums, they are also friendly and funny (which is not easy!).
There are lots of other brands who get it right but many that seem to neglect their marketing communications in favour of ‘bigger things’ that command significantly higher budgets. I find it endlessly infuriating that the foundations of a company are discarded due to cost – we can all put our prices up but as specialists we also deliver a professional service and this should be recognised.
My advice would be to start with the basics. Get your positioning and messaging right and then everything else will follow – don’t skip to the branding because you think it’s more exciting; all that happens is that your audience will see a disconnect between the image your project and the personality you portray and that certainly won’t give you the return on investment you’re looking for.