Having a strong, cohesive brand identity is crucial for any business, but it's especially important for franchises that need to maintain consistency across many locations. That's where brand guidelines come in - they serve as the north star for how the brand should be represented visually, verbally, and experientially.
Let's take a look at how some top franchises approach their brand guidelines and draw inspiration for crafting an impactful set of your own.
1. Starbucks
Starbucks dedicates a separate microsite to its creative expression, showcasing how the Starbucks brand comes to life through logo usage, color, typography, illustration, and photography. It paints a vivid picture of the brand's visual identity.
Takeaway Tip: Consider creating a dedicated, easily accessible space for your guidelines that immerses viewers in your brand.
2. Anytime Fitness
Anytime Fitness's guidelines balance specifications like logo usage and colors with the overarching brand philosophy and persona. They articulate how the brand should make people feel.
Source: 10 Thousand Design
Tip: Root your guidelines in your brand's core values, personality, and desired sentiment. Technical details matter, but so does the heart.
3. Buffalo Wild Wings
Buffalo Wild Wings' guidelines are crafted in a friendly and engaging tone, directly addressing franchise partners who will implement them. They not only foster a strong sense of brand pride but also cultivate a shared sense of purpose within the franchise network.
Tip: Write your guidelines in a way that engages and motivates your internal ambassadors. Make them feel part of something bigger.
4. Taco Bell
Taco Bell's guidelines are a perfect reflection of the brand itself - vibrant, bold, and bursting with personality. Bright colors, playful illustrations, and engaging copywriting bring the Taco Bell experience to life on every page. The guidelines offer practical direction for applying the brand across different touchpoints, ensuring consistency and sparking creativity.
Source: Behance - Deutsch Design
Tip: Infuse your guidelines with your brand's distinctive personality so that they embody the brand, not just describe it
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5. Macaroni Grill
What sets Macaroni Grill's guidelines apart is the format - they've crafted a tactile, immersive book that feels more like a story than a set of rules. Each page draws you in, making you want to keep exploring and discovering more about the brand. It's a masterclass in how to make brand guidelines engaging and memorable.
Source: Superbigcreative
Tip: Package your guidelines so that people can't help but engage with them. A little creativity in format goes a long way.
6. Dunkin'
Dunkin's brand refresh is a great example of how a brand can evolve while staying true to its roots. The guidelines showcase how the new visual identity and tone of voice breathe fresh life into the iconic brand.
Source: Jones Knowles Ritchie
Tip: When refreshing your brand, use your guidelines as a tool to articulate what's changing and what's staying the same.
7. McDonald's
McDonald's brand book is a comprehensive guide that covers everything from the company's history and values to its visual identity and tone of voice. It's a testament to the power of a well-crafted brand book in maintaining consistency across a massive global franchise.
Tip: Use your brand guidelines as an opportunity to tell your brand's story and reinforce your core values.
8. Subway
Subway's brand guidelines are notable for their simplicity and ease of use. They provide clear, concise direction on how to use the brand's logo, colors, and typography, making it easy for franchisees to stay on-brand. What's particularly helpful is that they also include plenty of examples of incorrect usage, demonstrating what not to do with the brand elements. This adds an extra layer of clarity and helps ensure consistency across all touchpoints.
Tip: Strive for clarity and usability in your guidelines. The easier they are to follow, the more likely they are to be adhered to.
9. Burger King
Burger King's guidelines are a feast for the eyes, showcasing the brand's bold, playful personality. They demonstrate how to infuse a brand's essence into every touchpoint, from packaging to uniforms.
Tip: Let your brand's unique personality shine through in your guidelines. Infuse them with the same energy and style you want to see in your brand touchpoints.
Giving Your Brand Guidelines a Home
The most effective brand guidelines do more than just tell - they inspire. Use them as an opportunity to rally your team around a common brand vision and equip them to be compelling brand ambassadors.
Once you've crafted your brand guidelines, you need a home for them. That's where Marvia comes in. Our brand management software gives your brand a centralized hub to house your guidelines, assets, and all other elements that bring your brand to life. It's the simplest way to ensure consistency and make sure your whole team is telling the same brand story.
Ready to give your brand the home it deserves? Get in touch with Marvia today.