Corporate Identity & Branding

A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks. – Wikipedia

Your Brand Manual Should Contain

1. A full brand description and what it stands for. The brand’s description should run parallel with the values of the company,
2. A list of situations that the brand and its symbols can be used and cannot be used,
3. Tone and use of words relating to the brand,
4. Specific colors, dimensions, lines, accents, inclusion of trademark, brand signature, image styles
5. Typographical elements
6. Reproduction guidelines (for advertising agencies and printers)

Click here to see an example of a branding guide.