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  • Melanie Hardcastle

Building a Brand Kit




Today we're focusing on the basics of building a brand identity kit, which is a crucial element of your larger marketing plan. A brand kit provides employees, freelancers and any agencies you may work with standardized guidelines for maintaining your brand's look, feel and core values. Let's get into the weeds here.


What should you include in your brand kit?


Logos and word marks: include all approved logos, including different color variations. It's useful to have an "inside out" logo, which is an all-white version that can be used on dark backgrounds. You should also give direction on logo usage, like which is the primary logo, when to use any variations and how much padding (space) should surround the logo. This ensures consistency and keeps your brand strong.


Brand attributes: imagine your brand as a person. How would you describe them? Your brand should have "personality traits" that define the brand voice, set the tone for your messaging and copy and are unique to your business. Example: Our brand is lighthearted, modern, humorous and cares about others. We seek to motivate and empower others to be their best selves.


Or: Our brand is sleek, minimalist, modern and streamlined. Less is more when it comes to visuals and copy. We're your cool friend who always knows what the next big thing will be.


Messaging: this is where you can include taglines or boilerplate text that describe the brand. These likely will tie into your brand attributes and can guide others to write appropriate copy, emails, social posts, etc.


Color profiles: time for the fun visuals. Include a color swatch of your brand colors, accompanied by the color codes. The most common formats are HEX, RGB, CMYK and PMS. Indicate whether there is a primary color, a secondary color or any combinations that should be avoided.


Typography: aka font. This is another area where consistency is key. Include your primary font, any secondary fonts, and usage directions (use font A for headlines, use font B for body text). If fonts need to be downloaded, and aren't included by default on most programs, include download links.


Contact info: a final small but important detail to include is contact information for the person in charge of branding. If an employee or freelancer has a question or needs clarification, make it easy for them to find the right person. It will save everyone time.


Personally, I LOVE creating brand kits and guidelines, but I know it can seem overwhelming to others. If you need an experienced brand marketing expert, or have questions, reach out at any time.

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