The brand book is not just an album with beautiful pictures, logos and corporate colors of the company. This is a set of rules for the design of products and documents, the promotion and positioning of goods and services.
Brandbook is a book containing the laws of brand presentation in the external environment. Since it is aimed at a consumer audience, the brand concept is created based on data from potential customers.
How to make a brand book
First, you need to describe in as much detail as possible the characteristics of potential customers: age, gender, social status, values, preferences and interests. Based on these data, the mission, philosophy, and brand values are formed. Data on the target audience is necessary for the company to meet the needs of customers, focus on them.
It's important to come up with a short catchy slogan that will nudge consumers to buy. It also appears in the brand book.
After writing the brand concept, the colorful component of the brand book follows - the corporate identity of the company. It contains examples of the logo in color and black and white, corporate colors of the company, fonts, letterheads for documents and letters, business cards, souvenirs, etc.
The brand book is completed by the promotion concept. It includes advertising images, texts, descriptions of the plot of videos on television, layouts of press releases.
Despite the fact that brand books are similar in their components, the content of the books may differ depending on the type of activity of the company. For example, the brand book of the store will contain samples of receipts, price tags, photographs of sellers' uniforms. And the restaurant's book will contain samples of hall decoration, examples of serving, forms of the menu and wine list.
What is a brand book for?
Some companies neglect to create a brand book, and then start controversies and lawsuits due to misconceptions about the brand: the wrong colors or fonts, the wrong slope of the letters, the stretched logo.
Having a “brand book” helps all employees, partners and customers understand what a company is. Graphic information and images are necessary to avoid conflicts when printing advertising products. Having a sample of a business card or advertising message in hand, even an assistant manager without a designer's education will be able to track the quality of work.
Description of the concept and corporate identity enhances the corporate culture within the company. Employees know what their uniforms mean, how to wear them correctly, and how to draw up paperwork.
In the presence of branches, the brand book acts as a description of the company's standards. There is no need to hold separate meetings saying the same thing over and over again.
