Brand guideline development is an involved exercise which companies undertake to align every aspect of their brand from a consumer perspective. The best brand guidelines are those which are an implementable tool, allowing stakeholders to exercise their creativity within the clearly defined parameters of the brand essence. The brand guideline documentation process is extremely complex, particularly when it comes to international entities, where the brand positioning in the different markets may be slightly different to each other.
The development of a brand guideline is usually to ensure that the best practices for the brand are documented from a brand usage perspective. Further to this, we look at aligning the brand which is elaborated under brand management.