In many organizations, the marketing department is responsible for developing and maintaining a strong brand identity, and by extension, the experience external parties have with that brand. But delivering a great brand experience doesn't rest squarely on the marketing team's shoulders-every department is responsible for upholding a consistent image across every customer touchpoint, but they may not always know the best ways to do that.
✅ Define the brand's purpose, values, mission, and story to guide all design and messaging ✅ Include logo rules with spacing, sizing, and dos and don'ts to avoid distortion or misuse ✅ Set a clear color palette with HEX, RGB, and CMYK values for consistent visuals across platforms ✅ Choose fonts for headers, subheads, and body text, and explain how and when to use each ✅ Add tone and voice rules to keep messaging aligned, no matter who is writing or designing