Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 35

One key factor in branding success is consistency. Every time someone encounters your brand, you have the opportunity to reinforce your brand identity in their mind. Think of your brand as being a catchy song that gets stuck in the listener’s head. A brand style guide is a rulebook that ensures consistency by governing everything that contributes to the look and feel of your brand, including the following:

 Corporate guidelines, including mission statement, values, and targeted demographics

 Colors

 Typography (typeface, sizes, and spacing)

 Logos

 Imagery (photos, illustrations, and infographics)

 Tone of voice (fun, professional, caring, and so on)

See Chapter 6 for guidance on creating a brand style guide.