Contents
- What is a brand book?
- Structure of a brand book
- Why is a brand book needed?
- How to create a brand book?
What is a brand book?
A brand book is an important document that outlines all aspects of your brand's marketing communications in detail. It serves as a kind of "guide" on how to properly present and position your brand in the market. A brand book helps ensure consistency in brand representation across all channels, which is critically important for creating a strong and memorable image.
Structure of a brand book
Typically, a brand book includes several key sections, such as:
- Brand name, including acceptable and unacceptable spelling and abbreviations.
- Guidelines — a manual for visual style that helps maintain the integrity of visual representation.
- Positioning — a brief statement of the brand's role in consumers' lives.
- Unique selling proposition — highlighting product features that set it apart from competitors.
- Target audience and consumer profile — understanding for whom the product is intended.
- Brand character — the emotional message it conveys.
A brand book may also contain additional sections if it is developed in more detail:
- Brand mission — non-commercial goals set by the company.
- Tone of voice — style of communication with the audience through various channels.
- List of values — core principles upheld by the company.
- Reasons to believe — arguments that strengthen trust in the brand.
- Slogan or descriptor — a short phrase reflecting the essence of the brand.
- Description of sub-brands — if any exist.
- Corporate etiquette — norms of behavior within the company.
- Company history and achievements — important context for understanding the brand.
Why is a brand book needed?
A well-constructed brand book is an important tool for a company’s successful operation. It establishes clear rules that help:
- Quickly onboard new employees — from copywriters to salespeople.
- Marketers have a document on hand for reference when developing advertising campaigns.
- Designers work faster and more efficiently, utilizing examples from the guidelines.
- Confidently outsource advertising and design tasks, knowing that contractors are familiar with the document.
- Form standards that are not dependent on the management's mood or personal relationships among employees.
How to create a brand book?
Creating a brand book does not have strict rules, and its content depends on the specifics of the company and its needs. A complete set of sections is typically found in the brand books of large international corporations. Each company is unique, and therefore the brand book will vary depending on its objectives. For example, for B2B companies with a limited number of clients, a detailed description of the target audience may not be as relevant.
The process of developing a brand book usually requires the involvement of a team consisting of a marketer and a designer, and in large organizations, brand strategists, analysts, copywriters, and creative directors may be involved. Creating a brand book can be viewed as a service in the digital field: you can turn to freelancers, web studios, or hire employees on a permanent basis.
You can find more detailed information on how to order a brand book and its cost in our article "What is a brand book and how much does it cost: a guide with examples".