You've got your brand and image together and have a very comfortable house style that is working. The only problem is the designers! Designers (ourselves included) are notorious for trying to push the boundaries of a house style. And so they should, after all, if we didn't then you would end up with boring, seen-it-before guff. The only problem is you'll have a number of designers across web, print and brand projects (have we mentioned that we cover all of those aspects? Anyway, back to the point.). All of those designers will push and pull that image into the direction they want to see it go. The end result is fragmented communications that don't flow.

The answer is brand guidelines or a brand bible. They cover all aspects of the brand to the finest detail and if you're in a retail environment for example, can even incorporate what loo roll holder all of your outlets will have. Is that kind of detail really important? Well yes quite frankly, it is.