The Importance of Standards

Brand Standards communicate a variety of things about our brand, both internally to our organisation, as well as externally to our partners, affiliates and the general public. What components a brand guidelines contains is not standard across industries, but the most discernible organisations (like ours!) utilise brand guidelines as a resource for everyone to understand how to represent our brand.

Here are a few reasons why brand standards are important to us here at Empowered Systems:


Every time someone visits our website, sees our business cards, or receives marketing material from Empowered, they receive a perception of our company outside of the content they actually consume. By having set rules and restrictions, it becomes possible to communicate a consistent brand identity.

Setting Standards and Rules

Our brand guidelines are composed of rules on how to use our brand’s visual elements. These rules will include when to use a logo versus a wordmark, how to space the logo, and the hierarchy of color and typography. It also explains our tone of voice, the way we write, and our visual language.

Also, you probably know our brand’s identity inside and out, but a new employee may not. Brand guidelines are a valuable tool for our employees to keep our brand cohesive.


Keeping our brand consistent allows it to be more immediately recognisable within our industry and with our target audience. Building a recognisable brand can take a lot of time, but our brand can quickly be distinguishable by adhering to our brand guidelines.

Staying Focused

When introducing new products or services, a brand can get stretched too thin. By implementing brand guidelines, we will have the tools to quickly and effectively maintain consistency. Brand guidelines help us aim our business’s interests with our intended audience.


When a brand’s identity is cohesive, it increases the brand’s perceived value. Consistency allows our brand to appear more professional and reliable. By implementing brand guidelines, we make it easier to maintain the quality and integrity of our brand’s image.

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