Who is the brand book created for?

[subornaakter20]

A brand book as a document designed to ensure brand integrity at all levels is primarily an internal corporate guide. But it also happens that it is used by the company's partners and contractors. So, a brand book is needed:

The management of the organization and its structural departments , in order to develop a new development strategy (the document helps to avoid inconsistency with the original investor leads brand positioning).

For media representatives when creating news, notes, longreads that correspond to the brand style and its concept.

For lawyers to check for restrictions on the use of a trademark.

Marketers for the development and implementation of promotional campaigns and advertising events, so as not to deviate from the concept initially specified in the brand book.

For designers and layout designers , to carry out layout faster and better, create design layouts, adhering to the company's style.

In other cases of interaction with external contractors, they turn to mini-guides or logo books, depending on the situation.




3 myths about creating a brand book
Brand books in Russia often contain a ton of information that is simply related to the company: these include descriptions of the trademark, logo, and all sorts of thematic images, and a list of approved fonts, and requirements for the placement of images, etc. The reason is that the very concept of the term is very vague in our country.

Let's list the main misconceptions about brand books.

Valuable comments
A fairly common picture: a weighty folder called a “brand book” contains everything, including “instructions” that are well known even to non-specialists (such as “do not place the logo on a colorful background”), or a palette of corporate colors, examples of logo placement, etc.

Of course, a brand book should have a section with rules for the design of a corporate logo. But this does not mean that the entire brand book should consist only of such rules. It is better to part with designers who do not understand this right away.