Shireen Smith - How to Use the Brand To Guide your Business Journey.

 In this episode, I discuss what should be included in your brand book, not just brand guidelines, once you’ve been through a branding exercise. There’s useful information in there too about how to position yourself to be more distinctive in your market.Many businesses I come across or who I interview on the podcast have, like me, just had designs created for them in the name of brandingA comprehensive branding exercise should provide you with a strategy that is a central, unifying idea around which all behaviour, actions and communications of your company can be alignedBusiness success is much more about how effective you are in running your business than it is about your visual designsWhile I am still writing my brand book, I have learnt a huge amount from the exercise, which will inform the new book I will be releasing in 2021The strategic direction is hardly ever articulated verbally in a brand book by designers. Instead, you tend to get brand guidelines, which are essentially a style guideHaving clarity around your positioning is keyA comprehensive brand book would drill down into the language you would use, words you would or would not say evenYour mission is all about what your company aims to doStrategy is something you use long term to inform your decisionsMy experience with brand guidelines is that is not always comprehensive enough in scope to guide others in all the different situations when the brand needs to be used in a consistent wayAccess the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.Brand Tuned's Newsletter