What Is A Brand Kit? (With Steps And Tips To Create One)

Updated 30 September 2022

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Consistency in branding can have a vital role in growing sales and creating increased brand awareness or recall value. Creating and maintaining an organised brand kit can help with this endeavour when shared with the employees of the company. Before creating one, you may want to know what elements to include in it so that the marketing content suitably demonstrates the brand personality. In this article, we answer the question, 'What is a brand kit?', share its significance and explain how to create one, along with some tips.

What Is A Brand Kit?

To answer the question, 'What is a brand kit?' simply, it is a document that contains all the basic elements of a brand. These may include specific graphics, images, written content or templates, colour schemes and more. Brand kits guide the marketing and design teams while producing high-quality content to keep it consistent with the brand image. Even members of other departments may require access to the brand kit to maintain consistency in their communication and styles.

Why Is A Brand Kit Important?

A brand kit is important for any company that is looking to create a significant impact in the market and to gain and retain valuable customers. Here are some reasons a brand kit is vital to a brand:

Saves time

Having an organised and easily accessible brand kit can save considerable time for the employees who require it to create effective content for marketing and promotion. They can quickly refer to it and use the required elements rather than having to create them. Creativity and inspiration can happen rather quickly when there is a brand kit to follow. For example, they may use specified templates in their communications with the customers.

Maintains consistency

One of the crucial aspects of branding is maintaining consistency across various platforms and over a significant period. This helps them acquire new customers and retain the existing ones. People may appreciate the consistency and can associate it with reliability and professionalism.

Creates brand identity

For potential customers to be able to recognise and recall the brand, consistency and a professional tone and voice are important. This helps build brand loyalty and gain reputation. Customers may be more prone to click on an advertisement on social media or online platforms if they can recognise the brand. This makes brand call and recognition important during paid campaigns for them to be successful and cost-effective.

Helps increase sales

As the above steps help you gain customers, the sales are also likely to improve. Consumers usually find brands with a consistent brand identity more trustworthy. So, they may prefer to make a purchase from the company, as they may feel more confident about receiving reliable service. Brands with consistency usually find it easier to attract more customers when they offer a sale or seasonal discounts.

How To Create A Brand Kit

You can follow these steps to create a strong and consistent brand kit:

1. Include a logo

A logo is an icon that represents a brand or company. This is the most recognisable way that a customer identifies a brand. This makes it important for it to be included in all marketing materials and media communications. Consider including a high-quality image of the brand logo. Also, try to include other versions of it, such as a banner image or a profile image, so that the user can pick the one that most suits their requirements. A high-quality image is important so that the image does not get pixilated when users try to zoom in to see it clearly.

2. Shortlist professional-looking fonts

Picking a suitable font or a few of them can bring about uniformity and show professionalism in the communication and messaging across all platforms. You may choose a font according to the image and tone that the brand is trying to convey and the type of products it sells. A good font looks professional, conveys the right brand message and fits well with the overall image of the brand. When choosing a font style, make sure it is legible and easily comprehensible for the reader.

3. Select a colour palette

Colours are one of the most important aspects of a brand. The choice of colours may define how a brand gets perceived and its recall value. Brands put a lot of attention on colours to achieve successful results. Different colours convey varying moods and messages. They have the power to evoke certain types of emotions and responses from the viewers.

For instance, red can create a sense of urgency, which may prompt a viewer to click on an ad or make a quick purchase. Blue can signify trust and strength. Doing thorough research into colour psychology and capitalising on it is going to be beneficial.

4. Add templates

A brand kit may also contain some templates or layouts that can be common for a brand for purposes like emails, press releases and advertisements, to maintain consistency. Having these templates can help save time for the employees while drafting any communication content or creating ads. This makes for effective and speedy communication, resulting in quicker results and validation.

5. Include relevant links

Brands often come with a few brand links that are related to their products, like websites and social media handles, among others. It is advisable to include these in the brand kit as these usually get added to all brand communication and ads by default. Including these links in brand communication, marketing content and advertising can help customers navigate to the required pages and find the information they are looking for conveniently. It also makes the buying process easier, which may help in augmenting sales.

6. Include other graphics

Though the logo is the most important and extensively used type of graphic for a brand, you may also have other graphics besides the brand image. Adding additional graphics that match the tone and personality of the brand can enhance its presence and make it more recognisable. These graphics may include additional images, pictures of brand ambassadors, backdrops in the brand's chosen colour scheme, graphs and charts.

7. Add the messaging and tagline

The written component of the brand image or identity makes up the messaging. Messaging may include taglines, product descriptions, brand or product-related keywords and positive customer reviews. Using strong and consistent messaging is highly effective in attracting new and targeted customers and creating more awareness about the brand and its products.

Tips For Creating An Effective Brand Kit

Here are some tips to create a more effective brand kit or improve one that you have been using:

Use a template

Before you create a brand kit, choose a template. This may help you come up with the required elements faster, as you can just follow the elements stated within and replace them with yours, and help you save time. You can add or remove any elements that you want according to the brand requirements.

List brand traits

Brainstorming the key brand traits, characteristics and qualities can help you get clarity in your thought process. This can help you come up with more relevant and effective brand elements to include in the brand kit. Depending on the mood and characteristics that the brand represents, you can choose an appropriate colour palette, tagline and template for it.

Look at examples of other brand kits

Observing competitors, their messaging, style, chosen colour schemes and other elements of branding can also be useful. Try to notice the results they are getting in terms of sales, customer acquisition and retention with their branding efforts. This can help you make more effective choices for yourself while making the brand kit. Ensure creating original content for your marketing campaigns. For guidance or inspiration, you can study other companies that have a similar business model or are in the same industry.

Try to retain effective elements

The brand may already have an existing brand kit you aim to improve. You can use some of the existing elements from that brand kit. Retain the ones that seem to be successful and effective for the brand, as customers may probably already recognise the brand through those elements. It can save you time and effort and also help you devise strategies for enhancing the brand kit.

Keep a well-organised layout

If there are too many elements to include, it is important to keep the brand kit as organised as possible. You can do this by creating and labelling different sections appropriately. Group similar items together so that employees can navigate and find what they are looking for easily.