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Content Audits and Inventories by Paula Ladenburg Land

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9.4. What We Assess Against

9.4.1. Brand Guidelines

Most major organizations have a set of brand guidelines, but unless a fairly robust governance process is in place, it’s easy for content creators to either be unaware of them or become lax in following them over time. Before you begin your audit, get access to those corporate brand guidelines, which usually address rules for content creation, including how to refer to the company’s name. For example, are registration or trademarks required? Can the company name be abbreviated? Must the company name precede any product name? Brand guidelines may also include usage of taglines and define your brand’s voice.

Brand guidelines also are typically concerned with graphics and logo usage as well – for ...

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