When I was 13 years old, I found the perfect keychain for my car keys.
Did you catch that age? Thirteen years old…I did not yet own a car. Or know how to drive. Yet, in a move that I can’t live down even to this day, I bought the keychain first. Talk about putting the cart before the horse (or the keychain before the car).
This is what sometimes happens as companies settle on branding, and ultimately unveil it by producing a set of brand guidelines.
However, in the context of brand messaging, those brand guidelines — while absolutely vital — are only half of what you need.