Does your organization have a branding toolkit that sets the standards for a consistent brand interaction?

A branding toolkit explains and demonstrates identity standards and provides specific details on brand messaging styles in order to create cross-marketing and cross-messaging consistency and cohesiveness. A branding toolkit is typically used as an internal company document that each department and employee involved with marketing and communication should be aware of.

The toolkit sets guidelines for internal and external marketing and communication by

• detailing acceptable use of identity colors and color palettes
• detailing specific color codes for print and the Web
• detailing acceptable typography (use of font styles and sizes for print and Web),
• detailing acceptable placement and size of logos and other trademarks,
• detailing acceptable layout options for business cards and letterheads,
• detailing acceptable practice of using envelopes, folders and other stationary,
• detailing acceptable use of photography (types of images, file sizes), and
• detailing acceptable phrasing and/or spelling of key words that could be written in different ways (for instance, “website” or “Web site”).

A company or an organization that has developed a branding toolkit or a brand guide is in a strong position of protecting its established distinctive brand identity across media and across different customer interaction points.

© 2011. Meri Kuusi-Shields / Interaria. All rights reserved.