The physical hallmarks of your brand and company mirror excellence, commitment and service. You register and copyright the brand, logo and all the accompanying trademarks and symbols. But it doesn't end there. You need to protect them, and the only way to do that is to create a brand manual.

Why your brand needs a brand identity manual:

• To enhance marketing and sales efforts so that effective use of the brand logo, design and expression generate a positive impact
• To avoid physical distortions and deviations from the true design and character of your brand
• To remind people that behind the brand is a company that invites trust and confidence

Companies hire third parties to help convey a message. A network of advertisers, design agencies, photographers and printers are put to the task for executing the company's image, its message and its core competencies. But there's a strong chance that they do not fully understand the brand.

What happens? A glaring lack of respect for what the brand stands for and sheer ignorance of the company's vision! Product branding goes beyond the product. It also communicates what your company is all about. Amateurish branding has no place. Avoid the mistakes that some companies often commit.

A brand identity manual contains: A full brand description and what it stands for. The brand's description should run parallel with the values of the company A list of situations that the brand and its symbols can be used and cannot be used Tone and use of words relating to the brand Specific colours, dimensions, lines, accents, inclusion of trademark, brand signature, image styles Typographical elements Reproduction guidelines (for advertising agencies and printers)