Corporate identity or brand book - what to choose?

The "bitten apple" is one of the most recognizable logos in the world.

Did you know that this is not the first Apple logo?

The starting version depicted the moment of the sensational discovery of the law of gravity: Newton, absorbed in reading, blithely chilled under an apple tree, not suspecting that in a second a ripe fruit would fly into his scientific crown.

Baah!

Later there were several more options. But the key concept remains.

Today's emblem is recognized all over the world. People are willing to pay any money for the black silhouette of a gnawed fruit.

Conclusion: a successful brand visual is the foundation of its success.

Modern business knows this. That's why all serious companies strive to "pack" with taste. So, in order to stand out from thousands of competitors and be firmly ingrained in the memory of buyers.

And here you can’t do without a CORPORATE STYLE and BRANDBOOK.

Today we’ll look at the differences between these tools and find out what to choose.

What is CORPORATE STYLE?

A typical situation: a client approaches us with a request to develop a brand book. Upon detailed identification of needs, it turns out that he needs a corporate identity.

Or vice versa.

Although these things vary widely!

Corporate identity is the visual image of the brand. Approved combinations of color, graphic and font solutions that are followed when working on marketing materials.

There are no uniform requirements for developing a corporate identity. Each studio offers its own “bouquet” of elements as part of the service.

For example, the Veonix corporate identity kit includes:

• Headings and subheadings
• Fonts and patterns
• Icons and photo design
• Lists and tables
• Graphs and charts
• Key image
• Color palette
• Infographics

And 5 more corporate style media to choose from (business cards, calendars, notepads, invitations, letterheads, etc.) and a detailed guidebook on how to use the elements.

The value of the product is many times greater than its price. After all, he has been working on the image of your business for many years: winning the hearts of customers and adding zeroes to your bank account.

What problems does a corporate style solve?

Corporate identity is not just a cute design. The priority task of the product is to convey to the target audience the philosophy and values ​​of the brand through visualization.

What does this result in:

BRAND AWARENESS IS GROWING.

Your logo and corporate colors are firmly etched in the memory of consumers.

CLIENT CONFIDENCE INCREASES

When faced with a variety of options to choose from, the consumer's brain intuitively gravitates toward a familiar brand.

THE RANGE OF COMPETITORS IS NARROWING

You are reaching a new, higher level, where previous competitors in the niche can no longer reach.

SALES INCREASE

Loyal customers are happy to shop with you again and bring their friends.

Let's move on!

What is BRANDBOOK?

Brandbook (eng. "brand book") is a complete guide to brand implementation. From mission statement to brand fonts. From goal to logo.

It contains ALL image information about the brand:

• History and philosophy of the company
• Promotion methods
• Strategy
• Positioning
• USP and competitive advantages
• Portrait of the target audience
• Stylistics of communication (tone of voice)
• Product presentation
• Naming
• Slogan
• Logo
• Visual (with examples of media design)

The larger the business, the more information there is. Small companies have a more modest brand book, but in the process of scaling it can be supplemented.

A brand book is a communication bridge between a company and the rest of the world (marketers, advertising agencies, target audiences, partners, contractors and even its own staff).

How does this tool help business?

5 advantages of a brand book

The document combines and structures all information about the brand, forms its integrity:

1. ENSURES THE UNITY OF THE COMPANY'S CORPORATE CULTURE

   Clear instructions for using elements help marketers work cohesively in a unified format. No more situations a la “some are in the forest, some are for firewood.”

2. MAKES DESIGNERS' WORK SIMPLER

   The brand book sets out recommendations for developing layouts in such detail that even a specialist with minimal design experience can handle the task.

3. FORMS A STRONG IMAGE OF THE COMPANY IN THE MARKET

   What is especially important in today’s situation, when business is constantly in a fever from external stimuli (consequences of the pandemic, sanctions, mobilization, outflow of the solvent population, etc.)

4. SAVES TIME AND MONEY ON PROMOTION

   Thanks to ready-made samples, you get new advertising materials much faster and cheaper than layouts from scratch.

5. INCREASES BUSINESS VALUE

   Let's be honest: a company without a brand book is trying to get into business. While the presence of a brand book makes it more serious in the eyes of clients, partners and investors.

Cool?

Yes. But there's an added bonus.

Many owners, in the process of working on a brand book, open their “third eye”: fresh ideas come and new plans appear.

A powerful breakthrough is taking place. And an ordinary business becomes a brand that people recognize first in the city, then in the country, and then around the world.

So what should you choose?

Both products fall into the area of corporate design. Therefore, it is easy to get confused in them.

Roughly speaking, if you own small and micro businesses — limit yourself to a corporate style with detailed instructions. This will help you successfully differentiate yourself from your competitors and be remembered by your audience without unnecessary overpayments.

But the owners medium and large businesses You can’t do without a brand book. The document, like air, is needed by companies that:

• They plan to open branches in other cities, regions and even countries (including through franchises).
• They actively use the services of advertising studios (the brand book is a guarantee of the correct completion of tasks for participants of all levels).
• They contain a large staff of employees (the document will cope with the functions of the entire HR department in introducing new employees to the corporate style of the brand).

Although all this is very individual. And the right choice can only be made after consultation with a professional!

There is a Russian proverb: “Don’t drink water from your face.” It is often used as a cover for those who are too lazy to bother with appearance...

Take an example from successful brands whose image people recognize in a split second just by their logo or corporate colors.

Do you know what the companies Sberbank, Lukoil, Rosneft and Beeline have in common? These guys invest 5-6 zeros in brand promotion to be among the leaders.

And they are all clients of the Veonix studio!

If you don’t like to experiment, but want to get what you need the first time, contact us. Veonix specialists know how to develop a premium-level corporate identity or brand book for you. So that your company is remembered.