Reasons to Create a Guideline

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You will simplify the solution of advertising tasks.

Marketers have an endless stream of things to do: a presentation at an exhibition, preparation of a guideline website, holidays. Every time it is necessary to draw up a new technical specification, come up with an original idea, approve the next layout and colors. A continuous headache. Think about it: if you change advertising automotive mailing list every time, the consumer will not be able to remember you. He will not have an image of your brand in his memory - only a certain logo. Have mercy on your audience. It is important for you to catch the consumer's attention, and if this does not happen in a few seconds, you are unlikely to succeed.

All companies are chasing uniqueness and originality. They want the buyer to recognize the brand and return to them again. To achieve this result, tactics and a step-by-step plan are required. This is exactly why a guideline is created, on the basis of which subsequent advertising communications are carried out.

Saving effort and money.

You will save not only money, but also your time.

For example, an urgent event has arisen for which you need to provide your company's brochures, several hundred business cards, etc.

If a style guide has not yet been created, then you are guaranteed to have a lot of fuss and missed deadlines. You will have to come up with a layout in a short time, find a printing agency, and pay extra for urgency. A style guide will save you money and nerves.

Productive cooperation with advertising contractors.

Companies often use third parties to issue a banner, create a website, make pens with a logo, or sew a uniform. In such cases, you will often hear a counter question: "Where is the brand book or guideline?"

Creating a guideline shows that the company is attentive to its brand and image. If there is no document, it negatively affects the image of the company.


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Who needs a guideline and who doesn't?
In most cases, a guideline is indeed necessary. Let's look at some examples:

Increase brand awareness. Create a group of loyal customers.

Rebranding. The brand concept will be preserved even with a complete change in the design of the company's advertising.

Creation of a unique concept. Formation of a memorable style and image of the company.

Creation and printing of various advertising products. Significant savings in energy and financial resources of the company.

Developing your own unique corporate style. Distinction from competing firms.

Selling franchises. Maintaining a unified style and concept of the company.

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Thus, you see that the guideline will be useful for large and medium-sized businesses in any spheres and industries. There are also exceptions:

Non-public organizations. For them, advertising is rather contraindicated.

Self-employed and freelancers. The guideline will not be useful for such workers.

Entrepreneurs with a personal brand. Creating a guideline is not their primary task.


The guideline has an important purpose: to form a certain positive opinion about your brand among buyers. The document will not bring money, but its presence is very important. As for small companies, for them, the most important thing is to increase money, and not to work on the brand.