Corporate Eye

10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

I’m often asked to give examples of brands with great identity guidelines, and Best Buy is certainly one to benchmark. The best part about the Best Buy brand identity guidelines is that they’re all available online on a special Best Buy Brand Identity website.

When I review company websites and rate their branding content, few provide the depth of information that they should. Brand identity information can be presented as tangible guidelines, images, logos, etc. for business partners, employees, vendors, journalists, and more, but it can also be presented as intangible promises and stories that are important to consumers, journalists, employees, and more.

In other words, there is more to sharing your brand identity than offering printing templates for business cards, joint advertising, and so on. Best Buy understands this, and the Best Buy website and Best Buy Brand Identity website offer numerous examples of how to provide branding information to diverse audiences. Following are just 10 of those examples.

Available on the Best Buy Website

1. Images, Videos, Research, and More

Journalists and bloggers who need images, videos, and so on from Best Buy to include with their own pieces can find some in a special PR area of the Best Buy website.

Best Buy brand images 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

2. History Timeline, Social Media Policy, and More

Downloadable timelines and policies that journalists and employees need are easy to find making it easy for them to report about and talk about the brand.

3. Comprehensive Media Contact Information

Best Buy makes it easy for members of the media or students to get answers to their questions by offering a page filled with specific contact information based on inquiry types.

Available on the Best Buy Brand Identity Website

4. Brand Expression Guidelines for Dozens of Brands

Whether you’re looking for brand identity guidelines for Best Buy U.S., Best Buy U.K., Geek Squad, or any other Best Buy brand, you can find the information you need on the Best Buy Brand Identity website. Just click the Guidelines link in the upper right corner of the site’s home page, and click on the brand guidelines you want to see.

best buy brand identity website home 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

5. Current and Comprehensive Brand Identity Details

The brand identity guidelines you’ll find on this site are up-to-date, and extremely detailed. Check out the table of contents for the Best Buy U.S. Guidelines on the site to see how much information is available.

Click the image to view it at full size.

best buy brand guidelines index 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

6. Brand Positioning Details

Few brands include specific positioning details in their external brand identity guidelines, but Best Buy does it. On a single page, the brand’s position is succinctly summed up.

7. Assets for Viewing and Request

Logos, typography, typeface, graphic elements, team lockups, patterns, icons, swatches, photography, colors, and more are all provided. Furthermore, there are templates and one-click contact links to access style guides and to request hi-resolution images, contact sheets, and so on.

8. Information on Brand Voice

The Best Buy guidelines not only address brand voice but also establish how the brand voice relates to the brand position. That’s something which is too often missing from brand identity guidelines.

Click on the image to view it at full size.

best buy brand guidelines voice 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

9. Detailed Visual Identity Guidelines and Sample Applications

Of course, brand identity guidelines would be useless without visual guidelines and sample applications, and Best Buy provides details for logo use, typography, colors, photography, and so on. What makes these guidelines and sample applications stand out as something to benchmark is the easy-to-understand style in which they’re written and designed.

10. Miscellaneous Brand Identity Details

A brand identity is more than a logo, so Best Buy includes a variety of miscellaneous details in its brand identity website. For example, guidelines related to how the Best Buy blue shirts worn by employees can be used in photography are provided as are advertising and guidelines related to how unique icons depicting product features, benefits, and pricing can be used or designed.

Click on the image to view it at full size.

best buy brand blue shirts 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines

All brands should offer such comprehensive and easy-to-understand brand identity guidelines and downloadable identity assets on their websites, and Best Buy offers a great example of how to do it well. It’s not perfect. I’d like to see more images, videos, and logos that can be downloaded without signing on or contacting the company, but what is offered is much better than what is offered online by the majority of other companies.

Images: Best Buy

 10 Ways Best Buy is a Brand to Benchmark for Brand Identity Guidelines
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

 
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