In design brand guidelines help keep everyone in a business focused on maintaining the brand character. The keyword is “Guide” and they should be used accordingly. Many small business either think they don’t need one or that fancy brand guides are only for big companies.
Ask yourself the question “Who is responsible for maintaining your brand integrity?”
Designers should take responsibility if there is a clear guide to reinforce to the client if they are asking for design that is not right! HOWEVER Greg thinks that a designer should always inject their own creativity and push the limits of the guides. Branding should not be too restricting otherwise you could adversely affect the growth and development of the brands future character and development. There are times where alternate ideas and out of the box use of design can be vetoed even if it adversely impacts on conversations.
Listen to Greg and Alan debate if brand guidelines do really suck and the truth that you should have a brand guide use it wisely!