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Here are some tips on how to find your flow within established guidelines.","Brand guidelines play a central role in making sure content teams stay consistent with an organization’s message. But they also present an opportunity to get creative teams thinking outside of the box while staying on brand. Here are three insider tips on how to stay in the correct lane and make creative leaps. Make brand […]","Brand guidelines play a central role in making sure content teams stay consistent with an organization’s message. But they also...","\u003Cp class=\"wp-block-paragraph\">Brand guidelines play a central role in making sure content teams stay consistent with an organization’s message. But they also present an opportunity to get creative teams thinking outside of the box while staying on brand. Here are three insider tips on how to stay in the correct lane and make creative leaps.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"324\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-1.jpg\" alt=\"computer screen with and brand guideline \" class=\"wp-image-51762\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-1.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-1-450x243.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--make-brand-style-guidelines-accessible\">Make brand style guidelines accessible\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A guideline encompasses the look and feel of an entire organization and communicates a brand’s message. Spread the good word to your freelancers and any agencies you may use for future campaigns. An established brand voice and feel helps set you aside from the competition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">An established brand style guide helps teams get expressive and draw within the lines. Funny or smart, formal or informal, it’s up to you. Put your team on the same page to craft the perfect message with a voice that hits the right note and compliments striking visuals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"348\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-2.jpg\" alt=\"people writing on paper \" class=\"wp-image-51763\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-2.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190232\u002Fbrand-guidelines-2-450x261.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--create-a-collaborative-environment\">Create a collaborative environment\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">To keep things fresh it’s good to mix it up in a busy marketing department. While consistency should never be overlooked when shaping brand identity, a collaborative environment between writers and designers can lead to unique creative discoveries. Develop brainstorming sessions and let teammates lead design sprints for a fresh look as they flex creative muscles. Templates, briefs and a structured approach to the process will help give order to original \u003Ca href=\"\u002Fblog\u002Fcreative-requests\u002F\">creative requests\u003C\u002Fa>.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--value-user-generated-content-ugc\">Value user-generated content (UGC)\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">In the digital age, it’s impossible to escape user participation. Your customers can become advocates and play a big role in a campaign. \u003Ca href=\"\u002Fblog\u002Fuser-generated-content-tips\u002F\">User-generated content\u003C\u002Fa> is only growing in popularity and provides an opportunity to turn potential customers into product advocates. Embracing your audience has excellent sales potential.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Why not spread the good word across social platforms and run competitions that reward winners with free products and services that further promote your brand. Whether a hashtag campaign on Twitter or video competition via Tik Tok, invite your audience to participate in the evolution of your brand and reap the benefits of an inspired team.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"348\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190231\u002Fbrand-guidelines-3.jpg\" alt=\"people stood around a laptop \" class=\"wp-image-51764\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190231\u002Fbrand-guidelines-3.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190231\u002Fbrand-guidelines-3-450x261.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Having a standardized \u003Ca href=\"\u002Fblog\u002Fbrand-style-guide\u002F\">brand style guide\u003C\u002Fa> for your entire marketing department leads to creative breakthroughs. Make brand experts out of your colleagues in creative environments that produce compelling content.\u003C\u002Fp>",2,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190006\u002Fbrand-guidelines-feature_2.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190006\u002Fbrand-guidelines-feature_2-450x263.jpg","",350,600,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F08\u002F19194303\u002Fcontent-marketing-world-2019-canto-450x300.jpg",31234,"5-sessions-to-catch-at-content-marketing-world-2019","5 sessions to catch at Content Marketing World 2019","With over 120 sessions hosted by world-class marketers, which sessions at Content Marketing World 2019 should you attend? Here are 5 talks you can't miss!","\u002Fblog\u002F5-sessions-to-catch-at-content-marketing-world-2019\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184558\u002Fwinning_at_the_game_of_influencer_marketing-450x263.jpg",61446,"earning-authentic-love-for-your-brand-winning-at-the-game-of-influencer-marketing","Earning authentic love for your brand: winning at the game of influencer marketing","If you’re a CMO and influencer marketing isn’t part of your playbook yet, now is a good time to consider why.","\u002Fblog\u002Fearning-authentic-love-for-your-brand-winning-at-the-game-of-influencer-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19193232\u002Femployee-wellbeing-450x300.jpg",37041,"3-ways-to-keep-your-team-happy-and-motivated","3 ways to keep your team happy and motivated","Keeping your team happy and motivated is a win-win scenario: they’re engaged and excited to come to work, and your company benefits from higher productivity and employee retention.","\u002Fblog\u002F3-ways-to-keep-your-team-happy-and-motivated\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789794104299]