When it comes to branding consistency is everything. In branding, a brand book helps a company to attain consistency as it is an essential part of branding. A brand book consists of guidelines and alignments, a fundamental document that a company need to have done. Most companies do not have a brand book but it is recommended as it helps increase the brand visual identity through the logo and creative. The tone of voice and the content should be aligned throughout the brand and should be followed across all social media platforms and marketing which can be attained through the brand book.
The brand book should contain information about what the company is about, what they do and where they come from. The company should enlist the products and services which they offer, the brands tone of voice as well as what the brand promises its audience. A brand promise is usually a mission statement, the brand’s purpose, and its personality and attributes which should be put across the audience. The most important element of a brand book is the imagery and the palette of colours which are included in the images and fonts of the brand.
A company should also include their processes in the brand book as they miss out in informing the audience the time and energy they have invested in a brand. And book should include how the company deals with the clients, customers, or their services which help drive the company and brand. Planning out is the most important step and should be carried throughout the creation of the brand book.
How does a company ensure that the brand is consistent when there are various departments, partners or agencies producing branded collateral? How can the company communicate their brand requirements as they grow their small business? The answer is a ‘style guide’. A brand style guide is a rulebook containing specifications on every topic that plays a role in the feel and look of a brand, everything from typography and colour to imagery and logos. It lets the audience and employees know exactly how to present the brand to the world.
It guides the design for all the company content, from blog posts and presentations to office spaces and business cards. Brand guidelines are also referred to as brand identity guidelines and are a document that can be used to help build and identify your brand. When a company works on a new branding project or undergoes a rebrand, they should be give brand guidelines on completion of the project.
A Brand Guideline document will often bypass the brand strategy, mission and vision side of things and will directly go to the visuals. There are certain elements which are required when to be part of a brand guideline, those are:
The first thing that a brand should show in their brand guidelines is their logo design. It is the main form of the logo and design that the audience would expect to see 90% of the places.
The space around the logo is often as important as the logo itself. If the logo is cramped into a tiny space, surrounded by conflicting elements, it won’t look professional. Usually, a minimum size in millimetres is given and then the alternative responsive design would kick in and be used from there onwards.
A brand specific font or typography should be documented completely. It should include the font used within the logo along with the headlines, sub-headlines and paragraphs. The guidelines should outline the fonts used, where they can be accessed and the sizes which should be used.
Brand colours and Imagery
The brand colours exist in two parts, primary and secondary brand colours. Brands choose from either primary or secondary colours which are they used across all forms of advertising such as leaflets, exhibition stands and their website. Photography and illustrations play a pivotal role in the identification of the brand. It is important that a consistent illustration or photographic style is established for the brand to develop consistency.
The brand message is the message that is communicated to the target audience through the products and verbal and non-verbal communication messages that describe what the brand does and how they can be set apart from the competitors. A brand message should be concise, easy to understand and it should tell a story. It directs towards a pre-determined market segment and considers what the consumers want to hear, and what the brand provides.
The tone of voice needs to be consistent across all communication channels such as email, social media, blogs, advertisement and press releases etc. The voice should be aligned with the brand’s mission, vision and values. The company should decide what type of language fits with the brand persona and the target audience.
The brand book and guidelines are the complete guide to your brand, both strategy and identity. Brand book is very important for keeping the brand’s identity consistent and distinctive. With the company growing, the brand book will keep the employees on the same page on the requirements and standards of the business. At Brand You we have an up to date brand book and guidelines which we follow consistently.
Other clients of ours such as FML, Kevin Egan, Cultivate and JC Paella whose brand books are innovative and creative and are used to inform the audience what they do. The brand book will help to build a trustworthy and reliable experience for everyone who engages with it while ensuring that the brand sticks in the mind of the customers.
Brand You Creative
Creator – Lee Kavanagh on Apr 20, 2020