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Bira Brand Guidlines



Brand Guidelines

Bira represent thousands of members across the UK, from single retail outlets to small chains, to large department stores and agricultural dealerships. They influence the media, change Government legislation and provide support on areas of strain like business rates, parking and staffing.

After a brand refresh which created new artwork devices and positioning, the lack of guidelines started to see inconsistencies across all marketing collateral.

Be Smart were called upon to  create the new Bira brand guidelines and this is the result.


I’ve worked with Be.Smart and the team on several projects over the years. In 2018, I recommended Be Smart to my marketing colleagues at British Independent Retailers Association for the creation of brand guidelines. The organisation had been through a branding ‘refresh’, which introduced new artwork elements and creative positioning of the corporate logo. The lack of formal guidelines meant there were inconsistencies in the look and feel of collateral and the overall branding, across the organisation. I supported the project personally, working with the Head of Marketing to agree each section. The finished guidelines were professionally produced, captured all aspects of the brand and they created a ‘building block’ for the in-house team to develop their own templates etc.

Be Smart are a delight to work with. They invest time and effort in order to totally ‘get’ your brand. You can be sure of a friendly and warm approach and a professional service at all times.

Julie Holden, Freelance Business Consultant
Formerly National Membership Manager, BIRA



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