Why Branding in Operating Manuals Must Be Carefully Considered
For marine OEMs and shipbuilders, the integration of branding guidelines into operating manuals is a decision that should be approached with careful thought. The primary function of an operating manual is not to enhance a brand’s identity but to ensure the safe and proper use of a product. While branding elements can elevate the perceived value of the manual, they should never come at the expense of clarity, readability, and user comprehension.
The Motivation Behind Branded Manuals
Many yacht and boat manufacturers are highly invested in implementing their branding guidelines to the fullest extent in operating manuals. This is particularly true in the luxury yacht industry, where a premium purchase comes with high expectations for every aspect of the customer experience, including the instruction manual. After all, when a customer spends millions on a yacht, they might expect an instruction manual that exudes the same level of exclusivity and sophistication.
While this desire is understandable, it must be justified only if branding does not compromise the functionality of the manual. A professional in marine technical writing understands where branding can be applied effectively and where it should be avoided to maintain clarity and usability.
Pros and Cons of Implementing Branding in Operating Manuals
Pros of Using Branding in Operating Manuals
- Enhances Brand Identity – A well-branded manual creates a cohesive brand experience, reinforcing the company’s commitment to quality.
- Feels Exclusive and Premium – High-end yachts and boats cater to elite clients who expect premium experiences, including in the documentation they receive.
- Strengthens Customer Loyalty – A polished, brand-aligned manual can improve the overall perception of the company and lead to stronger brand loyalty.
Cons of Using Branding in Operating Manuals
- Brand Colors Can Reduce Readability – Some brand colors may lower contrast, making text and diagrams harder to read, particularly in low-light conditions commonly found on boats.
- Brand Fonts May Not Be Optimal for Long Reading Sessions – Some fonts chosen for branding purposes are not designed for technical content, reducing legibility when reading long sections of text.
- Increased Costs for Updates – If branding elements are deeply integrated into the manual’s structure, updating the manual becomes more costly when the branding changes.
- Too Much Branding Can Feel Sales-Oriented – Overuse of branding may distract users from the manual’s primary function: conveying critical safety and operational information.
Best Practices for Applying Branding in Marine Operating Manuals
1. Use Branding Elements Strategically
Branding should be applied in ways that enhance, rather than detract from, usability. Consider using brand-aligned cover pages, section dividers, and headers, while keeping the body text in a highly readable format.
2. Prioritize Readability Over Aesthetics
- Use high-contrast text and backgrounds to ensure readability under all lighting conditions.
- Select easy-to-read fonts for body text rather than decorative or branding-specific fonts.
3. Maintain a Balance Between Functionality and Design
- Keep the layout clean and structured, avoiding excessive use of logos and brand imagery that may clutter the page.
- Follow established technical writing standards rather than purely marketing-driven design elements.
4. Plan for Future Updates
Branding updates are inevitable. By maintaining a flexible design approach, companies can reduce costs associated with frequent branding changes while still retaining a professional and polished appearance.
Conclusion
Branding in marine operating manuals should be carefully balanced to ensure that it enhances rather than hinders readability and comprehension. While branding can contribute to an exclusive feel, its implementation should always prioritize clarity, usability, and functionality. A well-designed manual that incorporates branding strategically can reinforce brand identity without sacrificing the manual’s core purpose—ensuring the safe and proper use of the vessel.
For marine OEMs and shipbuilders looking to optimize their documentation, working with technical writing professionals can help strike the right balance between branding and effective communication.