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Branding guidelines: when size doesn’t matter


Think your business is too small to need branding guidelines? Think again.

Don’t take this the wrong way, but whether you are a start-up business or an internationally recognized corporation, no matter the size, you need guidelines.

By knowing and embracing all the elements of your corporate identity, your branding will create a strong, memorable impression that resonates with your audience, and fosters trust and success in the competitive business landscape.

From our perspective, every business, big or small, needs branding guidelines to protect the integrity of the overall brand. Brand guidelines ensure that others, down the road, have the road map to safely apply the brand. Make sure that the heart and soul of your business are articulated in a branding guideline to ensure that your communications position your business cohesively and consistently.


Typography plays a subtle yet significant role that emphasizes your brand’s personality, whether elegant and bold or playful and informal.

With more than 300,000 typefaces worldwide, choosing the right one is imperative for readability, emotional impact, audience perception, consistency, context, and accessibility. Typography ensures how you communicate is presented legibly, aligns with your brand, and resonates with your audience effectively.

Colour Palette

Colour evokes emotion and creates a psychological connection. The colours associated with your brand can make all the difference in the world. We aren’t over-analysing this, studies have shown that colour is the key to connecting with your audience and can increase brand awareness by 80%.

Red makes you hungry; blue will calm you; and yellow creates anxiety. Each brand needs a carefully curated range of colours to engage effectively with its audience.


A picture is worth a thousand words. Photography is a powerful visual tool that can grab attention, evoke emotions, spotlight a product, and speak to your brand without uttering one syllable.

The right picture will cut across cultures and languages, build credibility, and be memorable. And when graphic elements and gradations are added, you can define a look that helps to differentiate your business in the marketplace with a consistent visual language.


The smallest of symbols and icons need to be carefully curated into your corporate identity to ensure your branding, values, as well as and products and services are all talking the same language.

Icons can immediately convey a myriad of commands in the tiniest of spaces, leaving your collateral clean and with a lot of space to breathe.

Tone of voice

Your brand has a language, style, and attitude that connects a personality with your customers, partners, and employees. Key messaging and brand values will seamlessly be incorporated into marketing copy and content.

For instance, a tech company’s voice will reflect innovation and expertise while a bank may employ a tone to convey trust, security, and professionalism.

If you aren’t going to invest in protecting your brand, then who will?

You’ve got a business to run, so leave the corporate identity stuff to us. Initiate’s reputation in the branding sphere is unparalleled. We’ve got this, and our clients agree.

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