Why does every strong brand need a defined brand identity guideline, also known as a graphic standards manual?
Regardless of the nature of your business, one common aspect all companies share is that they operate in an ever-changing marketplace.
Your brand is the emotional and psychological connection your customers have with your company, product or service. It is their collective perception and impression. Because it is shaped by public perception, your brand is somewhat like living thing. It has a unique personality and characteristics that evolve over time, due to internal and external factors.