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How can you keep brand guidelines up-to-date?

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Brand guidelines are the rules and standards that define your brand identity, voice, and visuals. They help you communicate your brand consistently and effectively across different channels and platforms. But brand guidelines are not static documents that you can create once and forget. They need to evolve and adapt to changing markets, customer needs, and business goals. How can you keep your brand guidelines up-to-date without losing your core identity and values? Here are some tips to help you.

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Aakash Patel

Brand Identity Designer | Designing brands that charm the right audience and turn them into loyal customers

1 Review your guidelines regularly

You should review your brand guidelines at least once a year, or more frequently if you launch new products, services, or campaigns. Check if your guidelines still reflect your brand purpose, vision, and personality. Are they clear, concise, and easy to follow? Do they cover all the aspects of your brand, such as tone of voice, typography, color palette, logo, imagery, and icons? Do they align with your current marketing strategy and target audience? If not, you may need to update or revise them.

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Aakash Patel

Brand Identity Designer | Designing brands that charm the right audience and turn them into loyal customers
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To keep guidelines up-to-date, I suggest my clients regularly review and revise them as needed. Please make sure that any design changes or new elements are documented, and let the team know about those updates. Staying attentive to design trends and evolving business needs helps in maintaining guidelines that remain relevant and effective.

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2 Gather feedback from stakeholders

Your brand guidelines are not only for your internal team, but also for your external partners, such as agencies, freelancers, or media outlets. They need to understand and follow your guidelines to create consistent and coherent brand assets and content. Therefore, you should gather feedback from them on how they use your guidelines, what challenges they face, and what suggestions they have. You can use surveys, interviews, or focus groups to collect their opinions and insights.

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3 Monitor your brand performance

Another way to keep your brand guidelines up-to-date is to monitor how your brand is performing in the market. You can use various metrics and tools to measure your brand awareness, recognition, reputation, loyalty, and advocacy. You can also analyze your competitors' branding strategies and see how you compare and differ from them. Based on the data and insights you gather, you can identify your brand strengths and weaknesses, and adjust your guidelines accordingly.

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Aakash Patel

Brand Identity Designer | Designing brands that charm the right audience and turn them into loyal customers
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It's crucial to continually monitor your brand's performance. Regularly assess how your brand is perceived, gather feedback, and analyze how design elements impact your audience's engagement and understanding of your brand. Make necessary adjustments to the guidelines based on these insights to ensure your brand remains effective and relevant.

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4 Test your brand elements

Before you implement any changes to your brand guidelines, you should test them with your target audience and see how they respond. You can use methods such as A/B testing, user testing, or focus groups to evaluate the impact of your new brand elements, such as logo, slogan, color scheme, or font. You can also use social media or email marketing to solicit feedback from your existing customers and followers. The goal is to ensure that your new brand elements are appealing, relevant, and consistent with your brand identity and values.

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Aakash Patel

Brand Identity Designer | Designing brands that charm the right audience and turn them into loyal customers
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It's essential to periodically test your brand elements and visuals. Conduct user testing, surveys, or focus groups (I do this) to gauge how well your design elements resonate with your target audience. Use this feedback to refine and update your brand guidelines to ensure they align with your audience's preferences and expectations.

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5 Communicate your changes

Once you update your brand guidelines, you need to communicate them clearly and effectively to your internal and external stakeholders. You can use various channels and formats to share your changes, such as email newsletters, blog posts, webinars, or videos. You should also provide training and support to help them understand and apply your new guidelines. You should also update your brand assets and content across all your platforms and channels to reflect your new guidelines.

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6 Keep your guidelines accessible

Finally, you should keep your brand guidelines accessible and easy to use for everyone who needs them. You can use online tools or platforms to create and store your brand guidelines, such as Google Docs, Dropbox, or Brandfolder. You can also create a brand portal or website where you can showcase your brand guidelines and examples of your brand assets and content. You should also make sure that your guidelines are searchable, editable, and downloadable, so that your stakeholders can find and use them anytime and anywhere.

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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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How can you keep brand guidelines up-to-date?

1

2

3

4

5

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7

1 Review your guidelines regularly

2 Gather feedback from stakeholders

3 Monitor your brand performance

4 Test your brand elements

5 Communicate your changes

6 Keep your guidelines accessible

7 Here’s what else to consider

Branding

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How can you keep brand guidelines up-to-date?

1

2

3

4

5

6

7

1 Review your guidelines regularly

2 Gather feedback from stakeholders

3 Monitor your brand performance

4 Test your brand elements

5 Communicate your changes

6 Keep your guidelines accessible

7 Here’s what else to consider

Branding

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感谢您的反馈

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