What must be in your brand book?

Do you have a successful English language school and have decided to order a brand book? Or maybe you are a start-up consulting agency and you came up with the idea of ​​creating a brand book? It would seem, what could be simpler? Canva, template and 20-30, or even 50-100 pages are ready - in a couple of hours!

Stop! No need to drive the horses! A brand book is like an essay at school: it seems to be in free form, but it must have a structure. So is the brand book. It consists of 5 main blocks, each of which has its own mission. You missed the mission and values ​​- and in general it is not clear why you created it. Yes, you can order the development of a brand book from specialists, but still: a company representative must clearly show what to focus on. Otherwise, it will turn out lush, beautiful, but useless: like a car that puffs, eats gasoline, but does not want to go. 

We reveal the structure of the brand book so that you understand how to pack your corporate identity and other important points.

Mission and values

You just want to make money - that's understandable. But there is no need to trumpet this. If you have an English language school for children, it means that you want to help the younger generation integrate into the world community by overcoming the language barrier. If you are a developer, then you build comfortable and environmentally friendly houses so that residents can live and relax within the complex.

A mission is something lofty and beautiful. It can be wrapped up in some long phrase that is not very clear at first glance. Take Apple, for example. It’s clear that they want to earn more money so that we buy new iPhones every year. But their mission is this: “To provide their customers with the best possible experience using innovative hardware, software and services.”

Somehow very general and quite vague. But this is Apple! 

It's the same with values. Google’s values, for example, are “information should be accessible to everyone,” “user interests come first,” “business should benefit everyone,” and the like.

Logo

A logo is not just a bitten apple or a company name written in red letters on a white background. This is the face of the brand. The logo should not only be memorable, but be like an annoying melody, like that “U-u-u-makeba makeba” that everyone sang all summer.

Of course, if you are interested in a brand book, then the development of a corporate identity and the creation of a logo are already behind you. But modestly placing your logo in the lower left corner on the penultimate page is not an option. Of course, the logo must be on the cover. It’s also a good idea to place it on each page - as if in the background, so that it doesn’t take up a lot of space and doesn’t get in the way. 

Color palette

If you have a corporate color or combination of colors, they can and should be used to create a brand book. 

A brand book is not the creation of a brand, but an addition to your business, in fact, a beautifully designed presentation. Yes, it should attract attention, but it simply must be in harmony with the color scheme of your logo, banners and other elements.

Fonts

Even if you have a chain of chebureks with a total turnover of one and a half thousand chebureks per day, it is not a fact that you have corporate colors and a main font. This is generally normal.

You can use different color combinations and different fonts in your advertising campaigns, and they don’t all have to be included in the brand book, otherwise you’ll end up with a rainbow. 

No need to use classic Times New Roman. He is too strict and has long been boring to everyone. Popular sans-serif fonts are well suited for a brand book: Helvetica, Arial and others. 

Be extremely careful with fonts like Comic Sans. They can only be used for some fragments, quotes, and only when it comes to children’s, humorous and similar topics.

In a brand book, you can combine different fonts, because this is not a monotonous book, but an alternation of different texts and different images.

Corporate style carriers

The brand book itself is a carrier of corporate identity. Essentially, advertising printing material. Well, or digital, in PDF format, but also advertising. 

At the same time, the brand book itself can and should contain information about other media. For example, you own a bakery and you sell buns in bags with your company logo. Great! Don't forget to add a photo of such a package to your brand book.

Do you understand that everything is not so simple, but you still need a cool brand book design? There is no need to fill the bumps, contact us. We can make a great one for you brand book to order, develop logo or corporate identity. Sberbank, Rosneft, Lukoil, Sibur, Gazprom - they were satisfied. Join us!