When building a business you’ll start to see the term ‘brand’ or ‘branding’ repeated. That’s because your brand or brand identity is what communicates who and what your business is to your customers and target market. It’s your company’s personality. 

But how do you create a clear company personality or brand identity? By creating a visual brand kit. This tool will help you deliver a consistent, cohesive, and memorable brand experience that’s easily recognized by your target demographic. So, what is a brand kit; and why do you need one for your business? Let’s start with the basics. 

Here you’ll learn the 4 must have items your brand kit needs and why creating brand guidelines is so important to the success of your business growth and marketing strategy. 

What is a Brand Kit?

A brand kit is a collection of visual assets that work together to represent the visual identity of your business. While there are several elements that can be included in a brand kit, your 4 key visuals of a brand kit include a logo, brand colors and fonts, as well as additional branded graphics that are used consistently across all of your marketing activities.

Why do I Need a Brand Kit?

Having a brand kit maintains brand alignment and provides a set starting point for all future branding and marketing initiatives. Establishing your key brand visuals also allows for a consistent and professional look, making your brand more memorable to your target audience.

What to Include in Your Business Brand Kit:

1. Logos & Wordmarks

You may think you only need one main logo design to represent your brand, but you'll quickly realize that different platforms and marketing assets will require more responsive variations of your logo in order to maintain clarity and legibility. This includes:

• Primary Logo - The main logo used in most cases which usually includes a symbol(or icon) or a wordmark(the name of your business) or both.

• Secondary Logo - An alternate layout of your primary logo to be used when limited by sizing requirements.

• Symbol Logo - Also known as a submark, a symbol logo can be used as a stand alone visual element for things like social profile images, favicons or other content in order to create a connection between an easily recognizable symbol and the quality your business provides. 

• Wordmark Logo - usually a text-only typographic treatment of the name of a company or institution.

2. Color Palette

Your color palette or “brand colors'' are a key component to your brand’s visual identity. Typically there are 2-3 primary colors and can include a collection of secondary brand colors that create a color palette complementary to the brand’s personality and style.

3. Brand Fonts

Typography or font style is also a way to convey brand identity. Your brand fonts not only help tell your story, but when used strategically can create a connection to your brand even when logos and brand colors may not be present. When choosing your brand fonts make sure they’re easy to read and understand. The general rule is that you can choose to have 1 main font type and 1-2 secondary fonts. The right font gives your brand kit a more professional and sophisticated appearance so choose wisely. 

4. Brand Style Guide

A Brand Style Guide is a set of standards that explain how your brand visuals should be used to maintain brand consistency. It defines the look and feel of your brand and provides tips for how your key brand visuals should be used in any and all future marketing. It can also include additional guidelines for how to utilize other items, such as business cards, social media profile graphics and other collateral.

For example, on the logo usage pages, examples are shown of the minimum size that different versions of each logo are limited to in order to maintain legibility. Brand guidelines also include visual examples of how the logo should NOT be used(i.e. skewed proportions, non-brand colors non-brand fonts, etc.)

If you've ever been confused about how to use your branding when creating marketing or social content, contact us to learn how a Brand Style Guide can save you time and energy and help you maintain a consistent brand experience!

Origin Media Group Brand Kit

Your brand is a unique combination of experiences, skills, and personality. It is what you stand for, what you believe in, and what you want to be known for. It is your “Origin Story”.  An effective brand kit provides designers and team members with helpful guidelines on how your branding assets should be used in order to maintain consistency and quality in your brand story. 

At Origin Media Group, we believe you shouldn't have to be a skilled designer or marketing expert to grow a successful business online. We’ve combined the science and psychology behind successful advertising and visual communication, with next-level creative design and proven marketing strategies to help you start and grow your brand 'the right way’.

Starting a business and need help crafting your brand kit? Contact Origin Media Group to find out more about the items you’ll need to make your brand stand out from the competition in any industry.