a very old guide for guides created to define basic content

1. A [very old and
very basic]
guide...
to creating
guides
David Thomas
Creative Director

2. what guides are
we creating?
understanding the brand
doc1: are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
living the brand
doc2: are we creating a ‘live the brand’ book
what it is who it’s for
a book about ‘behavoiur’ containing why we Internal: all
had to, what we expect, what your role is and
compelling you to act, how we grow
expressing the brand
doc3: are we creating a guide to producing materials
what it is who it’s for
a guide to producing all aspects of necessary Marketing agencies & PR: Creative head,
materials on brand message and in brand style Designer, Artwork, Production,
Account director
Internal: anyone with responsibility to
commission work
doc4: are we creating a document helping staff to express the brand
what it is who it’s for
practical guides to creating an experience Internal audience: Anyone having interaction
that is consistent throughout the business. with customers
information on letter writing, speaking & other
communication points
doc5: are we creating a separate language guide
what it is who it’s for
how and what we say is a large part of Marketing agencies & PR: Creative head,
communication, this helps understand the Account director, copywriter
need for different styles and levels of copy

3. understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for ISSUE baSEd rE-brand
Background
What are the big issues?
‘X main issues emerged’
How does the brand rate?
‘We evaluated the brand against four criteria’
What conclusions can we draw?
‘brand strengths’
‘brand weaknesses’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we make the brand more [main requirement] ?
What are the benefits of all this activity?

4. understanding the brand
are we creating a ‘thinking behind the brand’ book
what it is who it’s for
a book of the branding project containing the Marketing agencies & PR: Creative head,
issues and insights, the whys, hows and whats Concept creative, Planning director,
Account director
Press: Editor, Feature writer
Internal: Board and department head level
suggested structure for nEW brand
Background
What are the market opportunities & issues?
‘the market’
‘the audience’
What are the conclusions?
‘what we need to be’
What should the brand stand for?
‘brand idea’
‘associated characteristics’
‘brand values/principles’
‘brand personality’
‘brand positioning’
What does all that mean in practice for the brand?
‘customer experience’
‘behaviour’
‘communications’
‘internally’
How can we ensure the brand is [main requirement] ?
What are the benefits of all this activity?

5. living the brand
are we creating a ‘live the brand’ book
what it is who it’s for
a book containing why we had to, what we Internal: all
expect, what your role is and compelling you
to act
suggested structure
the need
the possibilities
the new brand
you and the brand
group structure
the internal values
our external personality
how do we make it happen
the expected outcome

6. expressing the brand
are we creating a document helping staff to express the brand
what it is who it’s for
practical guides to creating an experience Internal audience: Anyone having interaction
that is consistent throughout the business. with customers
information on letter writing, speaking & other
communication points
suggested structure
B2B communication basics ‘lite’
the brand language
specific examples
letters
emails
telephone
face to face
the technical bits ‘lite’

7. expressing the brand
are we creating a separate language guide
what it is who it’s for
how and what we say is a large part of Marketing agencies & PR: Creative head,
communication, this helps understand the Account director, copywriter
need for different styles and levels of copy
suggested structure
B2B communication basics
the brand language
examples
100% brand level
documents and reports
specialist audiences & offerings
general audience
the technical bits

8. expressing the brand
are we creating a guide to producing materials
what it is who it’s for
a guide to producing all aspects of necessary Marketing agencies & PR: Creative head,
materials on brand message and in brand style Designer, Artwork, Production, Account
director
Internal: anyone with responsibility to
commission work
suggested structure
is more of a pick&mix as content will be dependant on visual strategy.
introduction
who and what are these guides for
set the scene
brand architecture
the word mark
what are the components
is there a bleed version
what do we measure over and do we have limited size versions
preferred sizing and position
what is the minimum clear space
the icon
what is its role
what is its position in relation to wordmark
are there negative versions
are there primary colour versions
what do we measure over and do we have limited size versions
do we have redrawn size versions
preferred sizing and position
brand language
what are the business communication basics
what is our audience matrix & how we speak to them
what is our brand idea
what is our promise
what are the internal brand values
how do these translate externally into the brand personality
what is the boilerplate

9. brand assets
what is our visual strategy, what are the most important brand assets
colour
what are the core colours of the primary colour pallet
secondary colours
using the secondary colours
typography
what is the primary typeface
what is the secondary typeface
what is the typeface for shared applications
do we have a specific typographic application style
graphic elements
do we have graphic elements
what are the principles of usage
are there levels of elements
how do we use the elements
imagery
what are the aims and principles
do we have levels of images
how do we use the imagery
applications
visual style only unless messaging is part of deliverable
what collateral items do we have
what is the master grid
are there brochure levels
list specific brochures
what presentations do we do
what do we say in each
how do they look

10. what is our brand level advertising
what other products or services do we advertise
what is our direct marketing
what other products or services do we directly market them
how does our website work
do we have microsites - what do they do and what are they like
what events
what stand designs
what internal documents do we do
how do they work and look
list of all stationery
show email signatures
show envelopes
is there packaging
do we do things like cd covers
do we have partner applications
how does the visual relationship work
how does the design look in signage & livery
what about other branded items
what do we say we cannot do
dos and don’ts
do an appendix to contain a brand language guide
glossary
show whatever guides are also available
is there a thinking behind the brand book
is there an document helping staff to express the brand
is there a separate tone of voice guide

11. A Base One
Branding guide to
creating guides
David Thomas
Creative Director