A potted history of brand guidelines

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When you first set about creating a brand, it’s not long before you have to try to lay down guidelines about how it should be used. This document is often referred to as a bible: a sacred text that has to be deferred to. A set of rules that are set down in stone.

Which raises two questions: when to start laying down the guidelines, and when to finish.

“A good gardener never puts a trellis right next to a plant, and never hems it in with rigid lines.”

Some people think that the earlier the brand is defined, the faster it will start shooting upwards. That’s OK for a brand that doesn’t need to live and expand, but I don’t know many entrepreneurs for whom that is the goal. Observing a gardener can teach us a lot. A good gardener never puts a trellis right next to a plant, and never hems it in with rigid lines. Instead, they leave enough space for the plant to work and lay down roots, become stronger and more stable on its own. …

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Hoet&Hoet

by the team of our branding agency http://hoet-hoet.eu/

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