Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
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Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
In this episode of the Brandwidth podcast, Dean Millson discusses the importance of brand guidelines and how they can benefit businesses, explaining that brand guidelines are more than just visual standards and should encompass the vision, purpose, target audience, communication style, values, and visual identity of a brand. Dean emphasises the need for flexibility in brand guidelines to adapt to changing trends and media platforms, while also highlighting the importance of tailoring brand guidelines to the specific needs and capabilities of the organisation.
Key Takeaways:
– Brand guidelines should include the vision, purpose, target audience, communication style, values, and visual identity of a brand.
– Flexibility is crucial in brand guidelines to adapt to changing trends and media platforms.
– Tailor brand guidelines to the specific needs and capabilities of the organization.
Quotes:
“Clarity equals power. Once you know your truth or what you stand for, it’s powerful.” – Dean Millson
“If you’re a two-person show, you’re probably okay to drop the values and how we act section.” – Dean Millson
Chapters
TimestampSummary0:00:27Introduction to the topic of brand guidelines0:02:33Historical background of brand guidelines0:04:40Importance of brand guidelines as a business marketing bible0:06:25Sections of a good brand guidelines document0:09:00The inclusion of values and behaviors in brand guidelines0:11:31The significance of capturing and sharing brand stories0:12:01The visual elements of brand guidelines0:13:09Summary of the ideal length and format of brand guidelines0:13:09Mention of NASA and New York subway brand guidelines0:14:07Shift from prescriptive guidelines to more flexible approach0:16:47Challenges with social media and marketing gurus encouraging flexibility0:19:26Optus’ approach of non-negotiables and playground for brand guidelines0:22:18Tailoring guidelines to the audience and their skills0:23:23Discussions on fonts and alternatives like Google Fonts0:24:19Considering end users and their tools for using brand guidelines0:25:29Online brand guidelines and changing approaches0:25:29Small business clients often lack brand guidelines0:25:29Challenging to develop creative assets without brand guidelines0:26:03Importance of consistent brand guidelines for small businesses0:27:41Documenting brand direction for better decision-making0:28:22Creating a framework for content marketing and social media0:30:03Applying brand guidelines to advertising and exhibitions0:32:36Avoiding competitor focus and maintaining brand distinctiveness0:33:12Bunnings as an example of disciplined brand consistency0:35:44Minimum brand guidelines: Who we are, where we’re going0:36:19Defining target customers and brand language0:36:46Distinctive language for better brand memorability0:37:09Importance of values and how we act for larger organizations0:37:39Importance of brand guidelines for small businesses0:38:14Brand touch points and consistency in visual representation0:38:54Planning and guidelines for social media and content production0:39:56Guidelines for photography and stock imagery0:40:58Documenting brand guidelines for future growth0:41:35Benefits of getting ideas on paper or screen0:42:20Recap of the five key components of brand guidelines0:42:43Call for questions and reviews0:42:47Conclusion and farewell
[TRANSCRIPT]
0:00:00 – (Dean Millson): Sam?
0:00:27 – (Sam McEwin): Yes. Welcome back to the Brainwidth podcast.
Brandwidth® Big Ideas on Small Business Marketing
Brandwidth is an ongoing conversation between a digital marketer and a brand strategist. A compact podcast discussing marketing today, trying to make sense of the good and the bad, and everything in between.
Each episode tackles a different question, posed by one of the hosts without notice. The result is an honest, unscripted and unrehearsed dialogue between two experienced marketing professionals, working in different parts of the marketing and advertising universe.
