How to write a creative brief (adapting your brand guidelines) part 3 of 5

by Duncan Millar on November 18, 2011

Your company brand guidelines are an important part of your creative brief. This will help your intranet designer understand what the expectations of your brand are.

A creative brief is a document that is used to guide your intranet designer, giving them as much information as possible about your organisation to help them create your intranet design.

In the first two parts of our writing a creative brief articles, we discussed the importance of including a company overview and specifying your target audience within your brief.

In this article we will discuss the importance of your brand guidelines within your creative brief and how to adapt that to your intranet audience.

Brand guidelines are created to ensure that your brand presents a consistent message. They specify the type of graphics that are appropriate to your organisation and the tone of voice that you should use when speaking to your audience. Providing your intranet designer with this information will help them to create a design appropriate to your organisation.

Brand guidelines will contain the following to guide how the brand is visually represented:

  • Company Logo
  • Product Logo
  • Company Specific typefaces/fonts
  • Stock Images
  • Colour Guidelines

One of the most common areas that may need to be aligned to your audience is the tone of voice you use. This is the type of language that you use to speak to your audience.

The tone of voice used within your brand guidelines would have most likely been created for your external audience, so it may need to be adapted to suit your internal audience.

Some things to consider with tone of voice for your intranet are:

  • Keep it simple
  • Use conversational language
  • Use language that is appropriate to your particular audience

Understanding your tone of voice will help your intranet designer create a design that appeals to your users. Consider the difference in the writing and graphics used in a broad sheet newspaper compared to a tabloid. Each one caters for a different type of audience.

Including brand guidelines for your intranet within your creative brief will help your designer understand your company’s expectations. This will give your intranet designer clear guidelines to work from when they create your design.

Once you have documented your tone of voice, you will now need to include your intranet goals which we will cover in the next article.

Topics: 4. Form