A Newbie’s Guide to Brand Books
Some organizations call them brand books. Others tag them as brand bibles or brand guidelines. Whatever you want to call them, a brand book or bible is what your writers, designers, and marketers base their work on to tell consistent stories about your business or organization.
As much as you want to tell your story on your own, it’s a great responsibility you need to share and distribute among content creators and marketers. Allow them to build your reputation and connect with more people. Two main reasons why brand books are a necessity are consistency and clarity, especially when different people from your company are developing the website, strategizing content marketing, and creating design.
Take a peek at what you should find inside a brand book!
What are your goals? What’s the company philosophy? Include the history of the company, why and how it was founded. Include a mission + vision statement, so everybody else can better understand why you’re doing what you’re doing. Humanize your brand and be relatable to your audience. Describe your brand’s personality. Enumerate and explain the values your brand embodies and stands for.
Logo Design and Usage
With one look, a logo communicates ideas and triggers feelings. From McDonald’s golden arches to Nike’s iconic “swoosh”, logos are the visual identity or representation of your brand. It is through which your products and services can be recognized from. A brand book must include the design of your logo and how it should be used. Logos are used and placed on websites, business cards, letterheads, packaging — it’s important to maintain integrity.
Details make all the difference, and fonts are no exception. Typefaces also build the persona of the brand, so the kinds of typeface and how each is used are laid out. Have at least two primary typefaces; one you can use for digital output and the other for print projects. Include additional styling and sizes and complimentary typefaces that go well with the primary.
Sometimes, before you even see the logo clearly, brands are instantly recognized because of the colors they use. Ferrari is to red as Facebook is to blue. Of course, other brands mix and match other colors to develop their unique identity. Establish a color palette and label appropriately with values for print and digital. Keep the number of colors to choose from to a minimum, but include saturated versions and tints. These color guidelines are applied to text, logo, and backgrounds.
Get started with your own brand book!