TLDR Summary
A brand profile is a comprehensive document that outlines a company's brand identity, voice, tone, and editorial guidelines. It ensures content creators produce consistent, on-brand content that aligns with client expectations and maintains quality standards across all projects.
What Is a Brand Profile?
A brand profile is a comprehensive document that serves as the definitive guide to a company's brand identity, guidelines, and preferences. For content creators, freelancers, and marketing professionals, it's an essential resource that ensures every piece of content aligns with the brand's unique style, voice, and standards.
Think of a brand profile as your content creation roadmap. It tells you not just what to write about, but how to write it, what tone to use, who you're writing for, and what standards to maintain throughout the process.
Why Are Brand Profiles Essential for Content Creation?
Consistency Across All Content
Brand profiles ensure that whether you're writing a blog post, a social media caption, or an email campaign, your content maintains the same voice, tone, and quality standards that represent the brand accurately.
Better Understanding of Target Audience
Brand profiles include crucial information about the target audience, helping content creators tailor their messaging to resonate with the right people.
Reduced Revisions and Feedback Loops
When content creators follow detailed brand guidelines from the start, fewer revisions are needed, saving time and improving client satisfaction.
What Does a Brand Profile Typically Include?
Each company’s brand profile is unique, even within the same industry. However, most include some version of the following information:
Brand Guidelines
- Company overview: Background, mission, values, and core messaging
- Brand voice and tone: How the brand should sound and feel on the page
- Target audience: Demographics, psychographics, and audience preferences
- Product descriptions: Key offerings and how to position them
- Brand taglines: Official slogans and key messaging points
Editorial Guidelines
- Style preferences: Grammar, punctuation, and formatting standards
- Content structure: Preferred headline styles, paragraph length, and organization
- Link formatting: How to handle internal and external links
- Sourcing requirements: Citation standards and credible source guidelines
- Industry-specific terminology: Preferred language and terms to use or avoid
- Trademarks: Guidance on company or product trademarks to ensure consistency
Supporting Materials (When Available)
- Content samples: Examples of approved content that exemplify the brand voice and tone
- Visual elements: Brand colors, fonts, and imagery guidelines
How Should Content Creators Use Brand Profiles?
Before Starting Any Project
- Locate and access the brand profile for your specific project.
- Read through all sections thoroughly.
- Review any attached examples or sample content provided.
- Identify key requirements, such as tone, audience, and formatting preferences.
- Note any industry-specific guidelines or terminology requirements.
During Content Creation
- Reference the brand profile regularly while writing or editing to maintain content consistency.
- Check your work against the guidelines before submitting.
- Ensure your content matches the specified brand voice and tone.
- Follow all editorial style guide requirements for formatting and structure.
When Questions Arise
- Clarify unclear guidelines before proceeding with content creation.
- Document new feedback that might not be reflected in the current brand profile.
- Communicate with your editor or project manager about any gaps or inconsistencies.
How to Access Brand Profiles on ClearVoice
For ClearVoice users, brand profiles are easily accessible within the platform:
- Find the brand profile attached to each assignment and under the "Manage" section in the left-hand rail.
- Review the brand profile thoroughly before starting the content creation process.
- Use the brand profile as a reference when editing assignments, ensuring consistency with the customer's brand and editorial guidelines and preferences.
- Your Content Project Manager (CPM) is your primary point of contact for questions related to the brand profile and content creation.
- Communicate recurring customer requests or feedback to the CPM in Slack so they can update the brand profile accordingly.
How to Update a Brand Profile
Brand profiles are living documents that evolve with client needs. Regular updates to the brand profile are crucial to keep it current and effective. Updates should be initiated when customer feedback introduces new elements or when there are significant changes in content strategy.
Procedure for Updates
- Identifying Changes: Note any new feedback that introduces elements not currently captured in the brand profile.
- Communicating Updates: Report these changes to your ClearVoice CPM, who will ensure the brand profile is updated accordingly.
- Implementing Updates: The CPM will integrate new information into the brand profile and communicate with the producer upon completion.
- Notifying Team Members: Ensure all relevant team members are informed of updates to maintain content consistency during production.
Frequently Asked Questions
What's the difference between brand guidelines and editorial guidelines?
Brand guidelines focus on voice, tone, messaging, and brand identity, while editorial guidelines cover style, formatting, grammar, and technical writing standards.
Where do I find content examples or visual assets in the brand profile?
Look for the "References" section within Brand Profile in an assignment or the “Uploaded Files” section at the bottom of the Brand Profile itself. The client may have included sample content, visual elements, or extended content guidelines.
What should I do if client feedback contradicts the current brand profile?
Report the discrepancy to your CPM in Slack so they can update the brand profile to reflect the new requirements.
How often are brand profiles updated?
Updates occur as needed based on client feedback, strategy changes, or regular reviews to ensure accuracy and relevance.
Who should I contact if something in the brand profile isn't clear?
Your CPM is your primary point of contact for all brand profile questions and clarifications.