How To Create an Effective Brand Kit (Plus Benefits and Tips)

By Indeed Editorial Team

Published April 8, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A consistent marketing image may increase a consumer's awareness of a company and improve sales or reputation. One way organizations maintain their brand identities is by creating a brand kit to share with employees. Knowing what elements to include in a brand kit can help you create more compelling marketing materials and may improve your kit's effectiveness. In this article, we discuss the importance of brand kits and explain how to create one effectively for your sales or marketing team.

What is a brand kit?

A brand kit is a short guide that contains the basic brand elements of a company, so people making marketing campaigns can easily find them. Brand kits usually are one or two pages and provide a quick reference that employees of a company can use to maintain consistency across marketing projects when creating advertisements and promotions. They usually include common design elements, such as logos, color schemes and typography.

Why is a brand kit important

A brand kit is important because it allows you to share information about brand components and standards quickly with other employees at your company. They also can ensure particular brand content follows appropriate guidelines, even if the people creating the content work far away from each other. Brands with uniform marketing and communication materials often can:

  • Look more professional

  • Attract the attention of customers

  • Stay in a customer's memory longer

  • Improve brand loyalty

  • Increase sales

  • Improve brand recognition

  • Create a brand identity

  • Distinguish themselves from competitors

Related: How To Create a Brand for Your Business in 11 Steps

How to create a brand kit

Here are some steps you can follow to create a brand kit:

1. Include your logo

A logo is a small icon that represents a particular brand. Logos are often the primary way customers identify a brand, making them important to include in promotional and press materials. Try to include an example of your logo and any acceptable variations in your brand kit to function as a reference and help people create promotional materials with the most recent, high-quality version of your logo.

Related: How To Design a Logo in 12 Steps

2. Detail acceptable fonts

Using a consistent font or series of fonts across all communication mediums can give a uniform feel to a brand and may look more professional, which may increase the number of people interested in the product. Consider choosing one to three fonts for your company to use and try to include examples of each on your brand kit. Some brands may even create their font to distinguish themselves from other brands and add to their aesthetic.

3. Choose your color palette

Color is an important part of a brand's design because it can help establish a mood, attract a customer's eye and separate it from other similar brands. When creating your brand kit, try to select a series of specific shades that you can use for your marketing campaigns and put small boxes of each color on a page of the kit. This can help people working on different campaigns coordinate their colors and maintain consistency throughout the brand. Consider using your primary color as the background of your brand kit to emphasize the color scheme.

Related: What Is Color Theory?

4. Add templates

You may use a particular template or layout repeatedly when creating emails, press releases or advertisements. Consider placing a copy of some of your common templates in your brand kit. Storing these templates in a central, accessible space allows employees of your company to access them quickly when creating materials for your brand. This can help maintain a consistent style and structure for your materials, which may help customers remember your brand.

5. Include brand links

Brands often have multiple links associated with their products, such as websites, digital media kits or social media accounts. Including a section in your brand kit that lists your common brand links makes these important links easy to find. This also can increase how many customers interact with your company, which can improve your sales and customer loyalty. Consider using your brand links to demonstrate fonts or in template examples to save space.

6. Add other graphics

While your logo is usually your most used type of graphic, consider adding other graphics to your brand kit. Adding graphics can make an ad campaign more dramatic or memorable, and they may help a customer associate them with your brand. Graphics can include pictures, graphs or charts and accent images. Try to include some of your more common graphics in your brand kit, so your communications team can access them quickly.

7. Mention common messaging and taglines

Messaging is any written component of your brand identity. This can include taglines, common keywords, descriptions of products or positive reviews you want to highlight. Using consistent messaging can help emphasize a point, create a memorable campaign or attract customers with an interesting tagline. Because messaging guidelines can be long, try to only include the main points in your brand kit, such as taglines and a few important keywords.

Benefits of a brand kit

One of the main benefits of a brand kit is it helps maintain consistency across your brand. Everyone in a company can look at a brand kit and create content using the same general guidelines. A consistent brand identity can create a more cohesive marketing campaign, which may improve the overall effectiveness of your advertising. Brand kits are also useful for finding frequently used resources, such as logos or social media links, that people can access quickly and to increase brand recognition while attracting new customers.

Related: How To Build Your Brand Identity in 5 Steps

Tips for creating an effective brand kit

Here are some suggestions for how to make an effective brand kit and improve an existing one:

Consider a template

Using a brand kit template can help you gather and organize your brand elements to create a quality brand kit. These templates can give you a basic organizational structure to customize with your brand information. They can also reduce the time to create marketing materials, which may save labor costs or give people at the company more time to complete other tasks. You can find brand kit templates on most graphic websites.

Brainstorm brand traits

Brand elements help convey any particular traits you want to associate with your brand. Try listing a series of characteristics you want your brand to represent. For example, if you want your clothing brand to seem fun, you can use bright colors or bold font. Understanding what kind of mood or aesthetic your brand has can help you make decisions about color palettes, taglines and other elements of your brand kit.

Look at sample brand kits

Reviewing other brand kits can help you better understand the format and may give you inspiration when creating one for your own brand. Many companies allow the public to see their brand kits, either on their website or by contacting a member of their public relations department. Try browsing through several examples and determine what kind of brand kits you like or believe are similar to your brand's aesthetic.

Consider existing brand elements

Brands often use particular logos, fonts and color schemes in promotions even before they have a brand kit. While creating one, you can include brand items your company's already using. Using brand elements you already have can save you time and energy and may help you establish a brand identity most customers recognize as your product. Consider looking through ads and other promotional materials to determine any existing elements you can add to your brand kit.

Use common characteristics

Although the content within them can vary depending on the company or its product, many brand kits have success if they follow a few common traits. One of the most important things for a brand kit is for it to contain all relevant information for brand content in a way that's easy to understand. Creating an informative, clear brand kit can help ensure all materials follow company guidelines and reduce the number of revisions to campaigns before you approve them.

Other characteristics of successful brand kits can include having all its elements work together to create a cohesive brand identity, making it accessible to anyone who produces content for your brand can use it and ensuring the most common resources in the kit are the easiest to find, which can include placing them prominently at the beginning or listing them in several sections to maximize their visibility.

Keep it brief

A brand kit is a quick reference for basic brand guidelines. The most effective brand kits usually are short and easy to read so people can find the materials they need quickly. Try to keep your brand kit to only a few pages long, with the most commonly used elements shown first. If your layout looks crowded, consider simplifying or removing some of your less important elements.

Organize your layout

You can organize the items in your brand kit to help people easily find what they need when creating brand content. Creating a brand kit that's simple to navigate can increase the rate people find certain elements and may improve the consistency of your brand. If your kit is more than one page, try to group similar elements together for quick reference. You can also use labeled page tabs if your kit has a digital format.

Choose a storage location

A brand kit works most effectively when any employee that creates content for your brand can easily access it. Because of this, most companies store brand kits digitally, such as in a PDF download, website or printable digital file. Other companies make both physical and digital copies of their brand kits. If you decide to make a physical copy, consider storing several copies of your brand kit in a central location where most employees can find it.

Brand kit vs. media kit

Brand kits and media kits are tools to promote a brand and increase the public's awareness and opinions of it, but they vary in their content and use. While brand kits are for companies to establish their in-house style for promotional material, companies send their media kits to outside sources to pursue business opportunities. A company may send a media kit that lists its areas of expertise and general history to a potential partner. It also may try to distinguish the company's brand from competitors and serve as a pitch for why another business should collaborate with it.

Companies also may send a media kit to journalists or other media publications to promote the business and highlight any new products or special promotions they have. These kits may include the contact information for people in the company, past sales reports and other insights into the company's services or products. Companies also can create several media kits for the same product, tailoring the content in each based on the recipient. For example, a media kit for a journalist may include different information than one for another business.


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