The brandbook in translation from English means "brand book". This is a kind of business plan for the development of the company's brand.
A brand book is a marketing guide that describes the principles and standards of a company. The brand book can describe the design style of the company, colors, logo. However, the brand book may have a different focus, affecting customer relationships and internal corporate ethics. This is a complete description of the mission of the company, its values, the portrait of the target audience, the concept of customer relations. That is why the brand book is called the bible of the brand.
When creating a brand book, the management should have an idea of what purpose the future document will carry.
What is a brand book for?
When a company orders an advertising campaign, printing products, any marketing products, the work of designers begins to create layouts, etc. It happens that several agencies are involved in these issues. And when several designers deal with the issues of the company based on their own views and preferences, the result is often disastrous. The materials do not suit the management or do not completely match the brand format. And if you use the wrong strategies for positioning in the market or the general corporate identity of the company, it is unlikely that it will be able to win the trust of customers and show its advantages. This is where a brand book is needed.
As already mentioned, this document describes the entire concept of the company. For marketers, this is a guiding document. First, experts study the brand book, then get down to work. Having a well-designed brand book allows you to significantly save time on explaining your wishes to marketers and get high-quality work.
In addition, it is the brand book that is awarded to new employees. This is how they understand the strategy of the company, its goals, the functions of departments, the responsibilities of employees, and even the rules of behavior in the team. Thanks to such guidance, the time for introducing newcomers to the position is reduced, but also increases his responsibility. After all, having studied the internal leadership, the employee can no longer make a mistake and justify ignorance. Everything is clearly described in the brand book.
Brand book content
Brand name
This is a description of the mission of the company, its goals and target audience. If an enterprise has a business plan, then in fact it is a repetition of some of its sections.
Form style
Everything that contains the concept of corporate identity:
1. Logo, its colors and variations.
2. Colors, color combinations, application possibilities.
3. Fonts.
4. Slogan.
5. Letterheads, different designs and styles for different purposes.
Who creates the brand book
It is believed that this manual is fully prepared by the director or owner of the company. However, this is not quite true. A brand book is a serious document reflecting the brand of a company. And it is prepared by several professional specialists, moreover, jointly. Designers, marketers, recruiters, business development managers, brand makers.
The brand book is created once, therefore, before its final release, the document is re-read, edited, shown to various specialists and only then approved by the company's management.
