Having brand guidelines is crucial because they provide a clear framework for consistency across all communications, helping to maintain a cohesive brand identity, build trust with audiences, and reinforce the brand's values and messaging on every platform.

When I first joined TCO, the only resource available was a set of graphic guidelines. Over the course of three years, we developed a comprehensive brand toolkit that included a voice and tone guide, a defined photography style, and a clear understanding of our target audiences.

This process was collaborative, involving input from designers, marketing team members, and leaders across the organization to ensure the guidelines reflected our shared vision and goals. We then consolidated all these elements into one cohesive document, creating a unified brand strategy that strengthened our overall presence.