If a brand is a person, the way the person talks, dresses, acts and reacts should have the same characteristics no matter where the person appears. But often brands encounter a “multiple personality” problem that their tone and manner have drastic differences among different touch points. That results in an inconsistent brand image and defeats the purpose of brand communication- accumulating brand equity.
Communication Guidelines refer to a set of guidelines that define the manner that a brand communicates with its target audience on various touch points, often consisting of verbal and visual guidelines.
Communication Guidelines answer these 5 questions for my brand:
1) [Visual Guidelines for Look & Feel] How to show the brand image when appearing in visuals for different touch points? (ex. key visuals, banners, WeChat visuals etc.)
2) [Verbal Guidelines for Tone of Voice] How does the brand talk to the target audience via different channels?
3) [Dos & Don’ts] What are the things the brand definitely will and won’t do?
4) [Campaign Guidelines] What art and copy direction should the brand follow for a campaign?
5) [E-Commerce Guidelines] What format should the brand follow to create a main-page or product page for e-commerce?
VI guidelines are a core part of Brand Identity while Communication Guidelines serve more for the marketing application end often consist of both visual and verbal parts.
Communication Guidelines help brands to communicate in a branded voice that
1) Accumulates brand equity
2) Optimizes marketing ROI and operational efficiency
3) Eventually accelerates enterprise transformation
Communication Guidelines help brands to communicate in a consistent manner throughout the journey from
1) Brand Transformation
2) Brand Amplification
3) Brand Implementation