A strong brand is not built solely on a good logo or a catchy slogan; it requires a coherent visual identity that reinforces its message and connects with its audience consistently. In this sense, the corporate identity manual becomes a key tool to ensure that every visual and verbal element of the brand is aligned with its personality and objectives. For both large corporations and small businesses, maintaining uniform and professional communication is essential to project a solid and reliable image.
What is a corporate identity manual and what does it contain?
Essentially, the corporate identity manual is a document that compiles the rules and guidelines for the correct use of the elements that make up a brand’s identity. It goes beyond the visual, also encompassing aspects such as the tone of voice and communication style. Precisely, this manual ensures that, both internally and externally, the brand maintains a coherent image in every interaction.
The essential elements of a corporate identity manual are:
Graphic and verbal aspects
Firstly, the manual details how the visual and verbal elements of the brand should be used to ensure a uniform representation. Among these elements we find:
- Logo: Rules on its construction, minimum size, clear space, and placement on different backgrounds.
- Color Palette: Approved tones for use in printing (CMYK) and in digital media (RGB).
- Typography: Primary and secondary fonts authorized for printed and digital materials.
- Photographs and Images: Guidelines on the style and type of images that reinforce the brand’s visual language.
Regarding verbal aspects, the manual defines the tone and style of communication that best align with the brand’s personality. This includes the language, approach, and style to be used in messages directed at the audience.
Logo usage, basic in the corporate identity manual
Undoubtedly, the logo is one of a brand’s most valuable assets, and its proper use is essential to maintain its integrity. In this regard, the manual specifies:
- Minimum size and proportions.
- Clear space required around the logo to avoid visual clutter.
- Approved color variations.
- Examples of incorrect uses, such as distortions, unauthorized color changes, or modifications to its design.
As we will see later, these guidelines also help to protect our brand and its visual identity from imitation by unfair competitors.
Application in different media
Of course, the corporate identity must adapt to a wide variety of platforms and contexts. The manual includes specific instructions for the application of visual elements in:
- Printed materials, such as business cards, catalogs, and brochures.
- Digital environments, including websites, emails, and applications.
- Physical spaces, such as offices, signage, or exhibitions.
Publications and social media
Certainly, in today’s digital environment, social media plays a critical role in brand communication. In this particular area, the manual provides guidance on:
- Design of publications in different formats.
- Integration of visual elements on platforms such as Instagram, Facebook, and LinkedIn.
- Creation of marketing pieces and editorial content that reflect the brand’s identity.
In particular, this is important for maintaining a consistent image even in environments where the brand’s reputation may be threatened, such as by malicious campaigns or disinformation spread on social media. Although the manual does not replace the necessary legal or reputational actions in these cases, it does facilitate clear and rapid communication by the brand.
Updating and maintenance
A brand’s identity is not static; it evolves over time. Therefore, the corporate identity manual includes guidelines for its periodic review and updating, ensuring that the guidelines remain relevant and effective. This allows adaptation to changes in market trends, technology, and communication needs.
The importance of a corporate identity manual to protect your brand
The relevance of having a corporate identity manual lies in the close relationship between two fundamental concepts: corporate identity and corporate image. Specifically, corporate identity refers to the essence and personality of the company, which includes its values, objectives, and guiding principles. On the other hand, corporate image corresponds to the public’s perception of that identity, shaped through interactions, experiences, and messages issued by the brand. This image is the result of a subjective process that combines evaluations, associations, and accumulated experiences in the minds of consumers.
In today’s business environment, where intangible values such as authenticity, commitment, and transparency carry significant weight, corporate identity plays a critical role. Differentiation in a saturated market largely depends on the consistency and clarity with which a brand communicates its essence.
Three fundamental values of corporate identity
To strengthen corporate identity and ensure a positive image, it is necessary to work on three fundamental values:
- Credibility. Specifically, this intangible asset is built through consistency. The brand must fulfill the promises it communicates and ensure that its products or services are congruent with what it proposes. Credibility generates trust, an indispensable element for consolidating lasting relationships with customers.
- Legitimacy. Actually, this value is not determined by consumer expectations but by the company’s actions. Continuity and consistency in delivering value over time are key to establishing legitimacy.
- Affectivity. This refers to the emotional bonds that the brand creates with its consumers. By arousing positive emotions and resonating with the values and aspirations of its audience, the brand significantly increases the chances of being chosen.
In this sense, a well-designed corporate identity manual becomes an indispensable tool for consistently transmitting these values, from senior executives to new employees. This document establishes clear guidelines that ensure the unification of messages and congruence in all communication actions.
Likewise, coherence in the use of the corporate identity is vital to achieve the aforementioned fundamentals. A brand that shows variations or inconsistencies in its presentation can convey a fragmented or unprofessional image, which harms its reputation.
A solid corporate identity manual helps combat acts of unfair competition
Of course, a specific benefit of having a well-defined corporate identity manual is the protection against practices of unfair competition. Acts such as the imitation of a brand’s distinctive elements or the exploitation of its reputation are unfortunately common in some sectors. Such illegal acts not only cause confusion among consumers but also directly affect the credibility and perception of the original brand.
A clear example of unfair competition is when a competitor copies the design of a recognized product, reproduces similar elements in its logo, or uses colors reminiscent of an established brand. These types of actions seek to exploit the reputation built by the original company to obtain undue commercial benefits.
In Spain, the Unfair Competition Law protects companies against such practices, penalizing the unfair exploitation of commercial advantages obtained by third parties. Having a corporate identity manual clearly documents the brand’s visual and verbal identity and its usage rules, serving as fundamental evidence to defend exclusive rights (obtained by registration or use) and take legal action against unfair competition.
ISERN recommends having a solid corporate identity manual
With over a century of experience, at ISERN we are specialists in the registration and legal protection of trademarks and patents. Therefore, we also act to address cases of unfair competition that affect our clients. Indeed, we have a team of highly qualified lawyers, prepared to take legal action based on a deep understanding of the law.
In this way, we safeguard the intellectual property rights of our clients both in Spain and within the European Union. But it is important that you have a detailed and consistent corporate identity manual, so we suggest you seek advice from your marketing agency.