Branding
Branding is a set of actions connected with creation, promotion and support of the brand and the trade mark which has an exact set of values and attributes. An indispensable condition of its existence is the observance of certain laws and rules described in the brandbook and the guideline.
Brandbook. Brandbook creation.
Brandbook describes trade mark bases, the mission and the philosophy, its values and ways of transferring the message to the consumer. Brandbook is important for the company’s top managers including the heads of advertising and marketing departments and brand managers. Brandbook is a company’s trade secret and it includes the legal aspects connected with the copyrights of the registered trade marks.
When we work out the brandbook we separate the following basic topics – the description of the mission and the company’s philosophy, the brand’s values and the description of the brand’s message and the brand transmission. When working out the brandbook we pay attention to each detail of the customer’s brand.
Guideline. Creation of corporate style.
The creation of the corporate style is the main process for each company. If you don’t have a corporate style – you don’t have a successful company. The corporate style defines the key rules of the visual identification of a brand, the rules of using the elements of a corporate style, as well as the color and stylistic solutions.
The creation of the corporate style includes the following aspects: the logo creation, the logo construction, admissible color scores, rules of design mediums of a corporate style, such as souvenir production, advertising carriers, forms, etc.
The passport of standards is the major document of the company, which creates common rules for all constructors who use a corporate style of the company. Therefore, it is very important to pay a special attention when corporate style is being created.
Practically when creating the corporate style, the structure of the document is to be unique for each company as it depends on many aspects, such as the field of activity, the size of the company, etc. The most important step when creating the corporate style is the logo creation. The company’s logo creation is carried out with special attention because a logo is considered to be the basic firm element of the company. The process of a logo creation is tied up with the business customer.
When developing the passport of standards and creating the corporate style we use the following structure: trade mark bases – a sign, a logo, logo scaling, a type, colors, inadmissible application, etc., the business and firm documentation, the outdoor advertising, POS, souvenir production, the form of employees, transport, etc.
Sooner or later each company has to face the necessity of brandbook and guideline, otherwise the further work is impossible. That’s why logo and corporate style creation are very important steps of work for each company.
