Imagine you have a company, and you hire an external agency to help you with some social media posts. Yes, they will ask you for a brand manual to know which colors you use, the typography (if there is more than one), and other graphic elements. Today at Hey Diseño, we will talk about what a brand manual is and why it is important if you want to outsource graphic design. We share these Brand Guidelines with you for an engaging read—it might interest you.
So, let’s start with the basics: What is a brand manual?
Why is a Brand Manual Important When Outsourcing Graphic Design?
Your brand manual is the visual guide for people working inside or outside your company. It is the map that outlines the graphic and visual guidelines your brand needs to gain solidity. And yes, without a brand manual, things won’t turn out as you’d like—meaning you won’t achieve that visual coherence or consistency across all platforms. Remember, your brand manual is the guide and your right-hand tool for anyone handling internal or external design for your company.
Visual Consistency in Outsourced Design
By having a brand manual, you avoid graphic errors that don’t align with your identity guidelines. When you work with external companies to handle your graphic design, they will ask for the manual to ensure everything aligns with your identity. This prevents logos, colors, and typography from being used incorrectly.
Your brand manual ensures visual consistency and maintains a unified style across every channel where your brand is present.
A Global Case Study: Spotify
Spotify is a global brand with design agencies in different parts of the world. By having a brand manual, it maintains graphic consistency in every location. We’re talking about color palettes, typography, logos, and visual consistency across every global platform.
This is a well-structured approach where Spotify doesn’t lose its identity. On the contrary, it gains greater recognition by staying true to its essence.
If Spotify didn’t have a brand manual, it couldn’t confidently hand over its advertising campaigns to external teams. These cases demonstrate that a solid brand manual is essential for outsourcing graphic design, as it helps maintain consistency, coherence, and brand recognition, no matter how many designers or agencies work on its materials.
Beyond Design: It’s Also About Experience
“A brand is not just defined by its logo or colors, but by the experience it projects in every interaction with its audience.”
– Nielsen Norman Group, UX and interface consulting firm. Source.
And it’s true. Creating a brand manual goes beyond a document with design guidelines. The manual is your business card to other companies—it not only serves as a guide but also helps them understand your business identity.
The Nielsen Norman Group talks about the experience with the audience. What example could we give? Perhaps visiting a website, then exploring other channels, and feeling satisfaction and coherence.
Optimizing Outsourced Design Processes
This point is relevant because we’re talking about optimizing deliverables. A brand manual allows you to work more effectively and avoid rework. By having clear guidelines, you reduce the time spent on revisions.
If you’ve made it this far, don’t you think having a brand manual is essential?
Now, let’s look at 3 key points that will help you start working on your brand manual, especially if you outsource your designs:
1. Coherent Visual Style
A brand manual not only includes design guidelines but also provides information on the proper and improper use of graphic elements, the use of photos and illustrations, and the correct application of your color palette.
2. Streamlines Marketing and Design Team Production
Remember when we talked about delivery times? This point is related to that. Once your brand manual is established, it optimizes the time spent designing graphic pieces.
3. Scalability in Communication
If your company is large and you work with multiple providers, having a brand manual will help your entire design team maintain a solid graphic line—from social media graphics to packaging and print advertising. A brand manual ensures design agility, coherence, and visual style for your brand.
Now that you have this information, remember that at Hey Diseño, we ensure your brand identity is solid. Don’t hesitate to reach out to us with any questions you may have. And remember, a brand manual is essential if you outsource your designs.