Marketing Design Guide, do you require it at all?

A marketing organization perspective

I am a big fan of visual marketing. I believe what can be conveyed thru a visual representation (pictures or slides or videos) is far more impactful than paras written about a topic. No doubt, infographics or animations are a big hit. In a mid to large size organization, the visual artefacts are delivered by the product or content marketing teams. Many a time, the pre-sales team generates product / vertical-specific content too.

With so many sources, it is easy then to deviate from brands consistent visual messaging (wherever applicable). While a brand guide (if at all present) controls major brand elements like the emblem usage, placement, approved palette, dimensions, etc., it does not address some of the process level details like how a flat design philosophy is to be implemented while creating an image for a blog or how content placement differs in a layout based on the distribution channel.

In a small company, although the team is small, the need for producing cohesive visual message right from the word go will attract target audiences’ attention early on. This will give an advantage over other competitors who are focusing solely on sales and not brand equity. Consistency will create brand value and a higher valuation when you go for funding rounds or higher positioning opportunity.

So, what is this marketing design guide after all?

Definition: The marketing design guide is a set of instructions on visual and verbal content development. It contains specific pathways that ensure the output matches a brand’s unique messaging.

The purpose of this guide is to sync up teams with the overarching brand guidelines. They are the commandments written on stone tablets that are to be followed to a tee.

Let’s detail the major components of a marketing design guide.

1. Brand sync

Once basic hygiene (marketing mission, guardians of design, need for guide and introduction to design) is taken care of, turn your focus to the overall corporate brand story and what your customer needs to think of you when they recall your brand. This is where the guide marries the brand. It takes cues from brand guidelines and highlights key components of the design. In essence, whatever gets designed, syncs with the brand.

2. Design elements

Now it gets a little more specific and tangible. Aspects like Colours and their interrelationship, approved colour palette, typography and icons are described in detail. Along with describing the elements in detail, the process to develop creative are illustrated along with screenshots of applications like Photoshop, PowerPoint, Corel, etc.

3. Real-life samples

Lastly, samples and DIY’s should be offered to add relevance and engage the reader of this guide. It will give a hands-on experience to first time designers of your creative. It will also train people who always make a run to the one who knows design tools for things they can themselves design. Remember, everyone can design.

Enough talk. Here’s your chance to download the design guide template and use it for your brand.

Oh, and something to keep at the back of your mind while designing;

As you can see, there is a strong case for having a Marketing Design Guide as a centrepiece to all things creative. It helps align efforts that lead to great visual marketing. But please don’t stop at downloading the guide. Share your opinion too. Do you think companies need to have a design guide? Please vote.