What is a brand book?

Brandbook translated 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. A brand book can describe the design style of a company, colors, logo. However, a brand book may also have a different focus, affecting customer relations and internal corporate ethics. This is a full description of the company's mission, its values, portrait of the target audience, the concept of customer relations. That is why a brand book is called a brand bible.

When creating a brand book, management should have an idea of ​​what the future document will be.

What is a brand book for?

When a company orders an advertising campaign, printing products, any marketing products, the work of designers to create layouts begins, etc. It happens that several agencies deal with these issues. And when several designers deal with the issues of the company based on their own views and preferences, the result is often deplorable. The materials do not suit the management or do not completely match the brand format. And if you use the wrong strategies for positioning on 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. In this case, 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 to work. The presence of a well-designed brand book can significantly save time explaining your wishes to marketers and get quality work done.

In addition, the brand book is awarded to new employees. So they understand the company's strategy, its goals, functions of departments, employee responsibilities and even the rules of conduct in the team. Thanks to such guidance, the time for introducing newcomers to the post is reduced, but it also increases its responsibility. After all, having studied the internal management, the employee can no longer make a mistake and justify himself by ignorance. Everything is clearly described in the brand book.

Brandbook Content

The brand

Here is a description of the company's mission, its goals and target audience. If the company has a business plan, then in essence 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. The slogan.

5. Letterhead, different designs and styles for different purposes.