The article emphasizes that a brand transcends products, serving as a connection between businesses and customers through values, aesthetics, and personality. It discusses the importance of brand guidelines, detailing how they help maintain a consistent brand identity by outlining elements like logos, typography, and tone. Creative director Ky Allport underscores the need for a clear perspective in branding to build customer trust. The article also provides insights on creating brand guidelines, suggesting that organizations gather inspiration and structure their ideas carefully to define their brand effectively.
It builds trust in your customers if they feel like you have a clear, consistent point of view, says Ky Allport, creative director at branding agency Outline. It's really important to put thought into all of the small details that actually add up to a really compelling experience.
More than identifying what the pieces are, brand guidelines' job is to show you how to use those things, Allport says.
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