After creating the Kozy Nest brand identity, the next, natural step was to create the guidelines for using the brand expression.
Consistency is one of the most important things in branding. Think of those people who act differently in different situations. Can you trust these people? The same thing happens when brands fail to express themselves in a consistent manner. The guidelines ensure that the company speaks, looks, and feels the same, regardless of the platform it is expressing itself, or the designer who is creating the brand's assets.
I try to be as exhaustive as I possibly can with guidelines. In the beginning, a brand always has ideas of where it wants to appear. So that's social media, i.e. Facebook or Twitter or Instagram, and print advertising such as billboards or brochures. It is important to clearly state the rules within which the designers that come after me should follow to make sure the brand feels the same, and creates the desired perceptions in the minds of all who interact with it.
