Brand book: a detailed guide to brand positioning in the marketplace

What key points a brand book should contain

A brand book is a key branding document that is the basis for promoting a company. It contains information about the fonts and colors used and the company’s philosophy and uniqueness. A brand book serves as a manual for properly presenting a business, starting with the smallest details of the logo and ending with the values transmission and the way to communicate. One of the main advantages of such a document is that development and design teams can change, but thanks to a brand book, a new employee can follow all the visual style rules.

What to consider when developing a brand book

Developing such a manual involves a diverse team of specialists: designers, marketers, analysts, and strategists. There are no clear rules for drafting a brand book; it all depends on the size of the company and its goals.

However, the development of a brand book is often guided by several key points:

1. Brand positioning. Description of the company’s mission, its advantages, TSR.
2. Portrait of an ideal customer. Information about the target audience’s characteristics, segmentation, and description of consumers.
3. The promotion strategy and business development, the possibility of scaling up and entering new markets.
4. The company’s name, peculiarities of spelling, and pronunciation.
5. The slogan and its significance.
6. The logo and its main points, the security field of the image.
7. Use of company fonts and color schemes.
8. Additional elements: textures, peculiarities of layout, rules for developing layouts, and more.
9. Examples of design of company packaging, uniforms, and promotional materials.

What information should it include?

When compiling a brand book, companies often include other important information in the document, for example, the history of creation, the rules of corporate style, and business etiquette. It can also describe the specifics of interactions with customers and partners, telephone conversation scripts, or social network communication.

The brand book should include a technical guide for designers and a description of the brand’s mission, tone of voice, and specifics, which are essential when building a promotion strategy. Thanks to this document, the work of various professionals can be made much easier. It’s more than just designers who will have all the data they need for the logo or the layout of promotional material. Marketing and PR specialists will be able to organize their activities more effectively, sticking to a uniform brand positioning concept for consumers and partners. This way, they can create a harmonious image of the company. Every element from internal policy to the public presentation of the first persons of business is thought through in which.

Creating a brand book is thorough and complex work for which a comprehensive analysis of the market, competitors, and target audience should be carried out. It is important to understand that the document must be relevant for virtually the company’s entire life. It is better to reject fleeting trends that will lose meaning in a few years. And will not fit in with the current business or market environment.