Understand how this strategy guide can be an essential tool for your brand.
A brand is more than just a visual identity. It must clearly reflect the company’s culture, its worldview and tangible and intangible differentials. In other words, the brand is what a company thinks, says and does.
But how to maintain message consistency when managing multiple channels, formats and vendors at the same time? This is one of the main challenges for communication and marketing managers.
This is where the Brand book – also known as the Brand Guide – comes in, a strategic document that guides the management of different areas of the organization in relation to the consistent and original way of transmitting the message that the brand wants to send.
What does a well structured Brand Book contain?
- Value proposition, differentials and brand positioning;
- Brand Manual: Visual Application Guide for Logos and Other Derived Elements;
- Typographic Families;
- Color palette;
- Photographic and/or illustration style;
- Other brand assets, such as icons and textures, among others;
- Application examples;
- Tone of voice.
What are the benefits of building a brand book?
It Makes life easier for creatives: the branding manual creates a clearer starting point for advertising agencies, creative studios and content producers to develop their materials, whether they are print or digital. More accurate and complete briefings yield better results.
It brings much more assertiveness to marketing and communication managers: the brandbook reduces the subjectivity of creative pieces, helping to structure and approve materials. It also reduces the effort to convey essential brand information, as it serves as a reference guide for suppliers and internal collaborators.
Creates a brand positioning connected with business objectives: the branding strategy must always be connected with business objectives, changes in consumer behavior and the cultural background of the public. Branding visual guides help businesses stay focused on brand building in the short, medium and long term.
Brand book applications in practice
The Brand Guide can be applied in the most varied contexts of a company’s routine. One of the most classic uses is in creating campaigns or communication pieces, ensuring the correct use of graphic elements, signatures and tone of voice. It is also essential for specs in graphic productions, accurately establishing the codes for corporate color palettes, fonts, and other specs useful for printers and similars. Architectural, interior design and ambiance projects can also benefit from the guidelines in this guide.
But after all, is the Brand Book worth the effort?
The Brand book is an essential tool to manage a brand, as it focuses on the originality, authenticity and assertiveness of communication and the network of meanings that a brand wants to instill in the minds of its audiences. It is a document that can only be structured through a comprehensive study of different areas of the company, generally linked to marketing, administration and sales, but it is definitely worth all the effort.
Are you interested in developing a Brand book? Get in touch.