What Is a Brand Book and Why Does a Company Need One?
You’ve started your business, navigated all the formalities and logistical puzzles. You commissioned a branding agency to create a name and logo for your brand. Everything is working as it should. But have you thought about what comes next? Your company will need appropriate marketing, packaging for its products, and possibly activity on social media.
What can you use to organise everything well and ensure the results are visually appealing?
It All Started with a Logo
Functionality, relevance, and visual appeal – considering these features brings us closer to creating a good logo. It is an extremely important element in the complex branding process. But should we stop there when it comes to visual identity? Definitely not! A company’s image is much more than just a logo. The logo is only the starting point in developing the brand’s appearance and identity, as well as its promotion. This is where a brand book can be an enormous help for your company.
Brand Book – A Map of Your Brand’s Image
Simply put, a brand book created by a professional branding agency is a brand manual that describes the brand’s image and identity structure.
A well-designed brand book should provide guidance on how to manage the brand’s visual identity, and also define how the company should communicate visually with customers, business partners, and internally within the organisation. A properly constructed brand book is also a huge convenience for subcontractors working on projects involving the company’s image because they have access to clear guidelines and specifications before starting their work.
A Good Brand Book Should Include Information On:
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The construction and meaning of the logo
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Colour palette and rules for colour combinations
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Typography
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Recommended photography and graphic styles
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Designing promotional materials (e.g., signs, banners, labels, and product packaging)
Brand Book – The Guarantee of Consistency
Concrete instructions in the brand book ensure that every project related to the brand’s visual identity will be stylistically consistent and give your brand a clear image direction. It means everyone will perceive your company and its activities in a similar way. This is especially important nowadays, when we are bombarded with an excess of content, colours, and messages. Make sure your brand looks polished and thoughtful. A brand book can be the perfect tool to achieve this.
