The brand book: What is it?

Updated: Mar 14

The brand book is your bible! Always swear by it.

People tend to think that the brand book is only about visual assets (logo, color palette, etc.), but it is way more than that.

It is a document that contains all the rules related to your brand and its identity in general.

What is your brand story? Who is your target customer? What are the assets guidelines? How do you communicate with your audience?

The primary reason for having a brand book is strategy. Since it covers all aspects of your brand, it will help you :

1. Define and understand your brand positioning

We talked about it in our previous posts; you need to define your target audience and create a buyer persona. Crystalize your brand promise and define your vision and core values.

The brand book is the perfect place to write that down in detail.

2. Unify your message internally and externally

The brand book will help you be consistent in your creation. For most consumers, consistency is important because it shows professionalism and raises brand reputation.

3. Boost the efficacy of your brand

Do you know how long it takes for a designer to create a new flyer from scratch? A lot.

Do you know how long it takes them to do it following defined guidelines? Way less.

Create templates, add them to your brand book and reuse them whenever it’s needed.

What you should include in the brand book:

This is where we get into the bare bones of the topic.

1. The about section

Talk about your brand. What is your story? What makes you special? What is the ultimate promise you are making to your customers?

2. The assets guideline

Add anything related to visuals like your logo, color palette, or typography.

Do not forget to add descriptions like where the logo should be placed, what are the variations, size, proportions, and illustrate everything with examples.

If you have some, this is where you should also list your slogan and jingle.

Basically, anything that defines your brand identity.

3. Communication guideline

In this section, you should detail the primary language your brand is using, the tone of voice you want to use when communicating with your customers; do you want to sound logical or emotional? Distant or intimate? Serious or humorous?

Think of the different online and traditional platforms you are going to communicate through. For each, what is your marketing strategy? What type of content do you want to post? And when?

If you want to invest in social media, note that it is always great to have a professional community manager. There are many rules and tips to know that can be really helpful to reach out to the perfect customers and increase audience growth.

The brand book is a little bit like your brand history.

It should be updated as often as you can. Always keep track of what you have done previously and what you changed.


Picture credit <a href=''>Glossary vector created by vectorjuice -</a>