Brand Book in United States
A brand book is a business document that breaks down your brand into distinct components and explains how to use them correctly. The brand book must include brand platform and components such as the business and its services, the essence of the brand, positioning, target audience, needs, emotional and functional benefits of the brand, characteristics, slogan, mission, vision, and potentially even a brand legend), as well as the rules for using it. All of this is implied in brand book development.
Brand Consistency is the key purpose for having a brand book. When you don't have a set of clearly defined guidelines, anyone in your company can make and submit whatever they think will fit. As a result, rather than displaying the brand's identity, they will convey their own personality. There's nothing wrong with diversity, but there comes a point where it becomes excessive. The brand will appear confused if different design styles and communication tactics are used. Long-term brand value and reputation can be harmed by distorted messages. It will also weaken the brand's identity and make it less credible.
Having clear brand guidelines, on the other hand, ensures that each segment of your business is properly set up and follows the guidelines agreed upon by the main directing board.
A brand book can also make the process of hiring new employees go more smoothly. It's almost like a handbook for prospective employees. Reading a brand book can help them become more familiar with the brand guidelines and gain a better understanding of the company's vision, internal communication, regulations, and other aspects of the business than trial and error. It's also more professional than having someone reprimand new employees for breaking a rule they were unaware of.
Brand Book Development in United States
Now that you have a basic understanding of brand books, let's dig a little deeper and examine what a brand book should contain.
A brand book should include:
- An Brand Overview
The Brand Overview is usually found at the start of a brand book and provides an overview about the brand, what it does, and what it stands for. It's also an excellent location to start telling your brand's story and letting the people know what your business is all about. As a result, we recommend that you create an engaging brand story that consumers can easily identify to.
A brand overview includes details such as
- Business Description
- Vision & Mission Statement
- Target Audience, etc
The components of a brand that instantly capture the eye, whether it's through an image, video, typography, colour, or anything in between. Visual guidelines can assist you in maintaining consistency across all design elements used in digital and print communications. Choosing a recognisable color palette will help customers readily distinguish you from the competition, anywhere in the world. Setting detailed visual rules will benefit not only your design staff, but everyone in the organization. Each team member will know exactly what colours, typography, and images to utilise in their work, from the social media manager to the content marketer.
So don't overlook the value of having appropriate visuals for your company's brand kit because it can instantly increase your brand's worth and recognition. Last but not least, remember that a picture is worth a thousand words.
See how Starbucks implemented aesthetic principles across all of its media. From the logo to the colours, font, graphics, and images, and so on.
These are the components of visual guidelines:
- Logo Usage Guidelines, Color, Positioning, Variations, Size and Proportions.
- Brand mark, Tagline, Icons, Etc.
- Primary, secondary and Accent colors.
- Typography, Primary and secondary fonts and their usage.
- Photography Style and Image Guidelines
- Other graphics such as Patterns and Textures
Your company's style of communication speaks a lot about it.
Are you attempting to be more friendly?
Is the tone of voice resonate to how you usually communicate at work?
These are some of the first few things you should take into consideration. When it comes to running a successful and professional business, communication guidelines are a must. So, starting with internal communication and moving on to marketing and promotional message, define the communication guidelines you intend to use with your team.
Set them clearly from the beginning, as they will influence how the rest of the world perceives your brand.
- Language: What is your brand's primary language?
- Formatting and Grammar: Abbreviations, numbers, capitalization, acronyms, times, and titles
- Readability: Complex Sentences/Short, Basic sentences
- Style: Formal/Casual, Technical/Non-technical, Etc.
- Voice Tone: Logical/Emotive, Close/Distant, Serious/Humorous, Etc.
- Email Signature and Email structure
- Editorial Style: Guidelines, Formatting, and Structure for blog post
- Social Media: Purpose, Post Types, Etc.
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