Brand standards, or branding guidelines, can most simply be described as a rule book. Nothing reduces the clarity of your brand more than inconsistencies.
You may be thinking that you know your brand, so why would you need this? Have you ever sent your logo to a vendor to use? Do you submit work to be printed? What if you’re out for an extended period of time and someone is filling in for you? By having a readily-available branding standards guide, you can insure the brand you’ve worked hard to develop remains intact. It also gives you a document for enforcing standards on out-going communication from all departments.
PMD Group can work with you to determine your brand standards - corporate colors, approved uses of the logo, unapproved uses of the logo, fonts, etc. - that you can then send to vendors, pass on to others in your company, or even to your successors.