| Take a look around you as you go about your day. | | | | The purpose of the style guide is to define your |
| There are many companies who make it a point to | | | | company even before you have your first customer. It |
| stand out in the daily routine of consumers. You know | | | | is important to be sure that every employee (including |
| their logo, you know their product or service, and you | | | | you) is using your image in a consistent way that |
| know where you can go for access to their | | | | supports your ideals. Usually, the easiest place to begin |
| resources. The pervasive branding of these | | | | is by developing variations of your logo for business |
| companies does not occur by accident - it is a | | | | situations. What does the logo look like normally? What |
| carefully constructed part of building a company image. | | | | does it look like when it's on a dark background? |
| It may seem like a large undertaking to make the | | | | When in a very small space? This imagery can apply |
| image of your growing company stand out like the | | | | to both the digital and printed outlets. |
| most successful brands. However, establishing your | | | | Next, think about what printed elements you will need |
| new brand does not mean that you need to hire a | | | | to distribute to the public. Business cards and a |
| world class advertising agency and start putting up | | | | letterhead are usually a good start, but when you begin |
| billboards. As a growing company, it is necessary that | | | | corresponding you will need additional items such as |
| you do NOT do not overexert you advertising funds | | | | envelopes, invoice templates, and fax cover sheets. |
| prematurely. You need to establish consistency before | | | | Further down the line you may want to think about |
| venturing out into the world, and this is possible to do | | | | other elements like correspondence cards, promotional |
| on a small scale and in a cost effective manner. | | | | mailings or maybe even CD labels. |
| First, you need to decide what image you want to set | | | | The digital asset that is most important to a company |
| forth to the public. What are the goals or needs of | | | | is the company website. This will often be the first |
| your customers? What tastes appeal to them? This | | | | place potential clients will seek out your services, and it |
| idea will help to define your brand. With these ideas in | | | | is an excellent tool to outline the purpose and goals of |
| mind, choosing a color scheme and developing a logo | | | | your company. Your website must fall into the |
| will be your next step. This may require the assistance | | | | guidelines set up by your style guide. Your website |
| of a designer, or it may simply include choosing a | | | | should be the main digital focus, but you may also |
| typeface that works well with your company name | | | | want to consider other elements that establish |
| and image. Take a look at brands that have | | | | consistency, such as email signatures and html |
| successfully established themselves in your field, and | | | | templates for company emails. |
| take cues from them when developing your look and | | | | It is very important to make your company |
| feel. | | | | recognizable right from the start. If you establish the |
| Once you have your logo and color scheme, it is | | | | core elements of your image, you can develop assets |
| important to develop a style guide for your business. A | | | | in the future that will follow suit. Developing a style |
| style guide should include samples of all the information | | | | guide can be tedious and some elements may seem |
| needed to present your company to the world. Define | | | | obvious or trivial, but remember that the style guide is |
| the outlets you will use to contact your customers, and | | | | not meant to guide you- it is a reference for others. If |
| make sure to keep your materials consistent among | | | | all goes well, your company image will someday be in |
| these outlets. Most businesses communicate both | | | | the hands of multiple employees in different |
| through printed media and the internet, so you will need | | | | departments. Defining your image thoroughly, and early, |
| to consider this when defining the content of your style | | | | is one of the best ways to ensure the lasting integrity |
| guide. | | | | of your business. |