Unifying Your Brand Identity: Understanding the Importance of a Brand Standards Kit

Sometimes marketing terminology can be confusing, right? We get it. It can sometimes be confusing for us too.

One of the questions we often get is, “what is a brand standards kit and why do we need one?” We’re going to answer that question here.

Definition of a Brand Standards Kit

A brand standards kit, also known as a brand style guide or brand identity guide, is an essential document for any accounting firm or financial advisory firm. Essentially, it is a comprehensive set of guidelines that outlines how your brand should be presented visually and verbally in every situation. The purpose of a brand standards kit is to ensure that your brand is communicated clearly and consistently across all mediums and platforms.

The key components of a brand standards kit are:

  • Visual Style Guide
  • Brand Message Guide
  • Identity Kit

Below we will describe what is in each of these guides.

Visual Style Guide

The visual style guide is an essential component of the brand standards kit. It is a detailed document that outlines rules for the use of the brand’s visual elements, such as logos, colors, fonts, and imagery. It provides guidance on how to use these elements in different situations and across different media. The visual style guide includes specifications for the size and placement of logos, as well as guidelines for using the brand’s color palette in different contexts.

Brand Message Guide

The brand message guide is another important component of the brand standards kit. It provides guidance on how to communicate the brand’s messaging clearly and effectively. The brand message guide should include a short paragraph that explains who your firm is, what you do, who you help, and the value you bring to clients. It should also include elevator speeches— concise summaries that define an organization’s target audience and clearly describes the benefits they offer. If your firm has a tagline, it should also be included in the brand message guide.

Identity Kit

The identity kit is the third component of the brand standards kit. It provides guidance on how to maintain consistency between the various groups and individuals creating branded materials. The identity kit includes guidelines for the use of the brand’s visual elements in various marketing materials and documents, such as envelopes, letterhead, labels, business cards, websites, trade show displays and signage. It should also include “swap” options for the brand’s visual elements.

Overall, a brand standards kit is a critical tool for any firm or business that wants to maintain a strong and consistent brand across all communication and marketing channels. By providing clear guidelines for the use of the brand’s visual and verbal elements, a kit ensures that the brand is effectively communicated across all platforms. It also inspires staff to use the brand creatively and consistently, helping to build a strong and recognizable brand identity.

If you would like a free audit of your brand, shoot us a message and we’ll get be in touch with you about making that happen.

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