Play your brand in tune. Write down the notes.
It’s hard to imagine an orchestra without sheet music. Even harder to imagine one where the sheet music exists, but some musicians simply ignore it. So why do so many companies try to make their brand resonate without notes?
In the world of music, sheet music is a visual recording of something audible. Sound is something you can’t touch or see, and yet with sheet music, we’re able to reproduce it. In the visual world, a brand manual serves the same purpose. It’s a set of rules that define how to handle the brand’s visual elements – such as logo, colors, fonts and other design components.
Sight is our dominant sense. According to a number of studies, over 80% of the surrounding world is perceived through it, and research also suggests that our brain devotes up to 50% of its capacity to visual stimuli.
That’s why it’s clear: visuality is the most important aspect when it comes to brand presence. It’s what people use to judge the brand at first sight, and also what allows them to recognize it later on – making it key for building a relationship.
But to bear fruit, a brand’s visual presence must be not only attractive, bold, and tailored to the target audience or marketing strategy… it must be consistent above all.
And the fruit is sweet: expert studies repeatedly suggest that consistent brand communication boosts revenue by 10–20+ percent (Lucidpress, State Street Global Advisors and others). And yet, four out of five companies admit to struggling with consistency. Every second one publishes off-brand content several times a year, and 15% don’t even have any guidelines to follow – they don’t know how to play, because they’re missing the notes. (Marq)
If this sounds like a competitive advantage to you – you’re absolutely right.
Visuals are the foundation
Picture an orchestra. Every instrument sounds great when its player knows what to play and when. But without sheet music? That would likely be more cacophony than symphony. The same goes for your brand. A brand manual is your sheet music – the core melody that everyone working with the brand should know.
Let’s start with the logo. The brand manual should clearly define how to use the logo – when it should be the star, and when it should take a step back.
Brand colors set the mood, tone, and atmosphere – precise shades should be maintained because light blue and “almost the same” light blue are not the same, even if they look similar at first glance.
Typography should keep the rhythm. Chosen fonts should match the brand’s character and be used consistently, without veering into completely different genres.
Tone of voice – the way a brand “speaks” – sets the tone of communication. It’s good to clarify whether your brand is more like a playful flute or a serious double bass, and then stick to that tone in all outputs.
The visual style – how you work with photos, illustrations, and other elements – should be unified, so the final impression doesn’t feel like a mashup of every music genre out there.
And finally, every “musical ensemble” needs rules – the brand manual should include practical instructions on how to use the brand correctly, so you don’t end up rapping over a waltz.
So a brand manual isn’t just an aesthetic brochure printed on pretty paper – it’s a practical tool that helps your brand sound clear, readable, and harmonious.
Get in tune!
Introduce your employees to the brand
Every new employee should be introduced to the rules of brand communication – whether it’s an accountant, assistant, or intern.
It’s important to explain why it matters to follow the established rules and what to do when they’re unsure – who to turn to. They should come to see the brand as “their own.”
Welcome to the team!
The first day at work is often hectic. Lots of paperwork, office tours, and other necessary but dull tasks. That’s why it’s nice to make onboarding more pleasant with a welcome package. It lets the new hire know they’re a valued team member, sparks positive emotions, and naturally opens up the topic of visual and brand presentation. It doesn’t have to take hours – just a few minutes to make the employee “fit in” like one more note in the score.
Stick to the rules
Avoid too much creativity. Some employees might feel tempted to “enhance” the brand’s style with their own ideas. Creativity isn’t bad – but it needs professional oversight. Imagine if every employee made just a tiny change to the established rules.
Take, for example, a presentation. The corporate template is handed off to an account manager who thinks the heading is too small – so they enlarge it. This version goes to the product manager, who decides the background color isn’t bold enough and picks a new one. Then it goes to HR, where someone reasonably thinks that the heading color should match the body text. And bit by bit, the presentation morphs… until it barely resembles the original brand.
That’s why it’s crucial to stick to the rules laid out in templates and manuals. And if a part of those rules doesn’t work in practice or proves ineffective, it should be resolved systemically – not by “individual initiative.”