Branding guidelines are essential for every company, especially in franchising. With dozens, hundreds or thousands of locations in communities across the countries, consumers need to be confident that the experience they have at one franchise will be consistent with the experience in another location. That’s why Craig Dunaway, Penn Station’s President, has outlined four key branding guideline questions that need to be answered for his latest feature in Kivo Daily.
These questions include defining branding guidelines, why brand guidelines need to be set, what should be done when updating branding and adapting brand guidelines for different regions. One major idea is clear across all four of these categories: consistency is key.
Dunaway wrote, “Every time a consumer sees an inconsistency in messaging or branding, it could decrease their confidence in that brand. Having a different logo on a billboard than on a direct mail piece, for example, can confuse customers. Branding guidelines ensure your marketing materials are sending a consistent message across the board.”
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