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Brand Standards: A Veteran Designer's Perspective on Why They Matter

Updated: Mar 16, 2023

As a veteran designer with decades of experience in the creative industry, I've come to appreciate the importance of brand standards. These guidelines, often outlined in a brand style guide, are the foundation of your company's visual and communicative identity. They can be the difference between a cohesive brand and a scattered, confusing one. In this blog post, I'll share my insights on why you should care deeply about your brand standards and how they can benefit your business in the long run.


Consistency Is Key

The primary reason you should care about your brand standards is consistency. A strong, cohesive brand is memorable and easily recognizable. When your brand assets (logo, colors, typography, imagery, etc.) are consistent across all platforms and marketing materials, customers will immediately associate them with your company. Consistency reinforces your brand's identity, making it more likely that customers will remember your business and return for future transactions.


Establishes Trust and Credibility

Your brand standards help establish trust and credibility with customers, investors, and stakeholders. By maintaining a professional and polished appearance, you're showcasing your commitment to quality and attention to detail. Customers are more likely to trust a company that presents itself professionally and consistently. This trust is vital in building long-lasting relationships with your audience.


Enhances Recognition and Memorability

When your brand is easily recognizable, it becomes more memorable to consumers. By adhering to your brand standards, you create a cohesive visual language that makes it easy for customers to identify your brand. This familiarity breeds a sense of comfort, leading to increased brand loyalty and higher chances of repeat business.


Promotes Brand Unity

Brand standards not only streamline your brand's visual identity but also ensure that your entire team is on the same page. A well-crafted brand style guide can serve as a reference for all employees, helping them understand and adhere to the guidelines. This promotes brand unity, as every department and team member contributes to maintaining your brand's identity.


Facilitates Efficient Design and Communication

Your brand standards can also save your company time and resources by streamlining the design process. By having a clear set of guidelines to follow, your design team can work more efficiently, reducing the number of revisions and redesigns. Furthermore, clear communication of your brand standards to external partners (e.g., freelance designers, marketing agencies) ensures that they are also able to create materials that align with your brand's identity.



Caring deeply about your brand standards is crucial in today's competitive market. A consistent and cohesive brand identity helps establish trust, enhance recognition, promote unity, and streamline communication efforts. By investing in your brand standards, you're investing in your company's future success. As a veteran designer, I cannot stress enough the importance of maintaining and nurturing your brand's identity – it's an investment that will pay off in the long run.

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