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You're struggling to get your team on board with brand guidelines. How can you win them over?

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Understanding the importance of brand guidelines is crucial for maintaining a cohesive identity across all company communications, but it's not uncommon to face resistance when implementing these standards within your team. Brand guidelines are essentially a set of rules that dictate how the elements of a brand should be used. They cover everything from logo placement and color palettes to typography and editorial tone. When your team aligns with these guidelines, your brand presents itself consistently to the world, which can significantly increase brand recognition and trust. However, getting everyone on board requires more than just handing out a manual; it involves education, understanding, and a bit of persuasion.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries…

1 Educate Clearly

To get your team to embrace brand guidelines, start by educating them on the 'why' behind the rules. Explain how consistency in design and messaging can lead to a stronger brand identity and how this can positively impact the company's reputation and success. Use real-world examples to illustrate the potential confusion and dilution of brand value that can occur when guidelines are not followed. Emphasize that these guidelines are not meant to stifle creativity but to provide a framework within which they can creatively express the brand's message.

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Sophannara G.

Co-Owner of Ganadara West-Island | BuildSpace 24' | SMM and Creatives for ZeroBase
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To get your team on board with brand guidelines, try organizing fun and interactive workshops to explain their importance, and provide easy-to-use templates and resources. Involve everyone in the process, showcasing their work that follows the guidelines and demonstrating the positive impact of consistency through real examples. Keep the communication open for questions and support, and always lead by example in your designs. This collaborative and supportive approach will help everyone understand and appreciate the value of sticking to the brand guidelines.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries who lead, not follow.
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Don't assume everyone understands the "why" behind the guidelines. Explain how consistency builds brand recognition. Think of McDonald's golden arches - instantly recognizable because of their unwavering brand identity.

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2 Demonstrate Value

Showcase the value of following brand guidelines by demonstrating their impact. Share before and after scenarios of marketing materials or product designs that illustrate the improvement in brand consistency. Highlight how adhering to these standards has streamlined processes, reduced errors, and saved time in decision-making. When your team sees tangible benefits, they are more likely to appreciate the guidelines as a useful tool rather than an obstacle.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries who lead, not follow.
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Don't just say the guidelines create a stronger brand. Present data or case studies that show how brand consistency boosts sales or customer trust. For instance, studies show consistent branding can increase revenue by up to 33%

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3 Involve Everyone

Involvement is key to buy-in. Include your team in the process of developing or revising the brand guidelines. Solicit their feedback and make them feel heard. This collaborative approach not only improves the guidelines with practical insights from different departments but also fosters a sense of ownership among team members. When they contribute to the creation of the rules, they're more likely to adhere to them.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries who lead, not follow.
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Involve your team in the creation or revision process. This fosters a sense of ownership and makes them feel invested in upholding the guidelines. When the marketing team at a clothing company revamped their brand guidelines, they got designers' input on color palettes and the sales team's feedback on messaging.

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4 Simplify Access

Make it as easy as possible for your team to follow the brand guidelines. Create a user-friendly digital resource that is always accessible, whether it's an internal website or a shared drive. This resource should be well-organized and searchable so that team members can quickly find the information they need. The easier it is to access and understand the guidelines, the more likely your team will use them consistently.

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5 Reward Compliance

Positive reinforcement can go a long way in encouraging your team to follow brand guidelines. Recognize and reward those who consistently apply the guidelines well in their work. This could be through formal recognition in meetings, a note of thanks, or even small incentives. Celebrating these successes not only motivates the individual but also sets an example for others in the team.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries who lead, not follow.
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Acknowledge and celebrate teams or individuals who consistently deliver on-brand work. This could be a public shout-out, a team lunch, or even a small branded gift. A software company might hold a "Brand Master" contest each quarter, rewarding the team with the most brand-compliant marketing materials.

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6 Offer Support

Finally, offer continuous support to ensure adherence to brand guidelines. Be available to answer questions and provide clarification when needed. Consider regular training sessions or workshops to refresh knowledge and address common challenges. Having a support system in place makes it easier for your team to follow the guidelines and reinforces the message that maintaining brand consistency is a priority for the organization.

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Aniqa K.

Crafting high-end brands that command attention using the Dark Psychological Mechanism (DPM) technique, for visionaries who lead, not follow.
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Provide ongoing support and resources. Hold regular training sessions, create Q&A forums, or assign brand champions within departments to answer questions. Think of it like having brand consultants readily available to assist your team.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're struggling to get your team on board with brand guidelines. How can you win them over?

1

2

3

4

5

6

7

1 Educate Clearly

2 Demonstrate Value

3 Involve Everyone

4 Simplify Access

5 Reward Compliance

6 Offer Support

7 Here’s what else to consider

Graphics

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You're struggling to get your team on board with brand guidelines. How can you win them over?

1

2

3

4

5

6

7

1 Educate Clearly

2 Demonstrate Value

3 Involve Everyone

4 Simplify Access

5 Reward Compliance

6 Offer Support

7 Here’s what else to consider

Graphics

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