kitestring recently had the pleasure of facilitating some of Toronto’s brightest minds in a workshop  with the team at the Toronto 2015 Pan/ Parapan American Games.

We were inspired by the intense creative energy that came together to explore innovative branded possibilities for how the Games will be experienced by those who will attend the events.

There’s nothing like the smell of career speed-dating in the morning. Yesterday at the 2011 Communication Studies and Multimedia Networking Breakfast, students were hungry for a taste of what its like to work in the industry. And for those students who’s worst fear would be having to ask, “Would you like fries with that?” this means serious business and serious questions. I tried my best to tell each table everything I knew about how I nabbed a gig at kitestring almost two years ago. I also emphasized that not all jobs are created equal; and that there’s a lot to say about good fitting workplace culture and the other professionals you’ll be sharing it with.  It reminded me how far I’ve come since leaving school and how lucky I am to work with such amazing strategic thinkers who have become the best creative comrades anyone could ask for!

This year, keynote speaker Steve Levy, President of Ipsos Reid Canada, shared his passion for market and advertising research (cool!) while posing the question, “Will change screw you?” This question was really an opener to caution students about the importance of staying on top of ever-changing digital, social and interactive trends as a way to get ahead in their careers. I loved how these points were echoed by Denis Dyack, President of Silicon Knights, who challenged us to own our smartphones without letting them outsmart our ability to manage our own down-time. Nicely played.

Thanks for inviting me, McMaster! #alumnirepresent

Let me share a little story with you. It’s called ‘When Chris met Jenn’.

You see, Chris and I weren’t always the yin and yang that we are now. In fact, the first time I ever met Chris, we were in a very different scenario…

Enter: Chris & Jenn

Chris was the lead designer at the agency presenting a campaign concept being developed for the company I was working for.

That’s right, I was the ‘client’!

I remember the concept being great – well thought out, met the objective and was beautifully designed. However, instead of this compliment being the first thing out of my mouth, I opted for “Hmmm, you can’t use our logo there. Haven’t you read the brand guidelines”. Chris put a twisted smile on his face , nodded and marked it as a revision to be completed. This is a day that he will never let me live down.

Fast forward 6 years and here we are, steering the ship of our own agency.

At kitestring, we have the opportunity to develop some amazing brands for our clients. We also have the honour of working with some very well established brands each and every day.

In both cases, we understand and value the power that a properly developed and executed brand can play in the success of a business.

Enter: Brand Guidelines.

There’s no doubt that Brand Guidelines are an integral piece of the brand – they help in ensuring that the carefully crafted brand is used properly and consistently when put to the test of ‘the real world’.  It provides both internal stakeholders with an understanding of the brand as well as a tool to effectively communicate with designers, writers, photographers, etc., etc., etc.

The question I’ve been left to ponder for the last few weeks is – how much is ‘too much’ when it comes to brand guidelines? Can there be too much? Can there be too little?

Enter: Reality.

Unfortunately, sometimes reality doesn’t live nice and neatly within a beautifully bound brand book. It’s important to remember that your brand guidelines are just that – guidelines. They’re job is to provide guidance to the creative team and ensure consistency in brand application at all times.

Guidelines should provide enough information and structure to adequately support the brand without enforcing so many rules that it chokes the creative potential.

Remember, your brand is an organic, evolving creature that must fit into an ever changing horizon of advertising and marketing outlets. Take care in ensuring that your brand guidelines are flexible enough to allow you to adapt to this morphing landscape without losing the core essence of the brand.

No doubt, It’s a tricky balance to strike…and so to close… “Jenn’s Guidelines Regarding Guidelines”:

If your brand fits nice and neatly on the back of a cocktail napkin you most likely aren’t providing the structure and support it requires to be used consistently. On the other hand, if your guidelines carry the weight and rigidity of an anvil, chances are there’s too many restraints placed on the brand to grow with your business over time.

Develop and utilize brand guidelines that provide the foundation, are realistic and are flexible enough as not to stifle your brand from reaching its full potential.

- jenn