Today we had a designer throw her arms around an account manager and sob tears of gratitude. Why? She’d been given some amazing brand guidelines.
Ok, so she didn’t cry. Or hug. But she was happy!
Sure, brand is difficult to understand, hard to execute and even harder to execute well. BUT! If you do do it well- all it will take is a glance to be recognised. And it’s important to be recognised.
Making something in brand shows your competitors how strong you are, your colleagues how loyal you are and your customers who you are.
After all, a black stiletto is a black stiletto is a black stiletto. However, a black stiletto with a red sole is Christian Louboutin. Nobody ever needs to ask from where you got your shoes if there’s a red sole. Christian Louboutin never needs to advertise if his brand is being flashed by women everywhere while they walk.
Any designer working for Louboutin knows one thing: they can do anything they like, as long as it has a red sole. If it doesn’t, it’s no longer a Louboutin shoe. It’s no longer recognisable. It’s no longer in brand.
Just like a handbag designer for Louis Vuitton knows one thing: they can do anything they like- as long as it has either the LV monogram or the LV checks. They can design shape, colours, size- but if there’s no LV, it’s not a Louis Vuitton handbag.
Naturally, the same goes for presentations. Sure, designers could run wild and come up with the most extraordinary presentation you’ve ever seen! But it won’t be your presentation. Without your calling card- your red sole, your LV monogram- it’s just another set of slides. It’s no longer your presentation. It’s no longer recognisable. It’s no longer in brand.
Go on, make a designer cry. Give them your brand guidelines.