Oh, how many different concepts about a brand book we hear from customers. Some say that they need information about the logo and how to use it in a brand book. Others say that it is a description of the company with beautiful pictures. Still others simply want a brand book because it is necessary. Today we will put everything on the shelves so that you know what you want.
What is a brand book?
A brand book is a document that contains all the necessary information about your brand. It is a BRAND book. It is a tool that helps a company build relationships with its audience a complete list of unit mobile phone numbers database partners and agencies. It is a kind of set of rules for the company’s work. It includes many more items than a guideline (a guide to using a corporate style).
What does a brand book include?
1. Description of the target audience.
This description should be as complete as possible. Formulations like “women aged 30-45 from St. Petersburg and the Leningrad region who have 1-2 children” are not suitable. The description of the target audience should include a full portrait of the consumer: who they are, what age and marital status, occupation, geography, lifestyle, what or who influences the purchase, etc. Ideally, add a picture of a typical representative of the audience to the description.
2. Brand concept.
Describe in detail what the company does, what values it carries and what it strives for. This block gives an understanding of the company itself, what it does and why. By the way sms marketing for the insurance sector: an effective guide the preparation process always puts things in order in the company’s head. Once you think everything through, you know where to go in general.
3. Corporate style of the company.
This is where the logo, colors ej leads fonts, corporate elements and everything that we can develop for you in terms of design are described
4. Promotion concept.
It is a concept, not a specific strategy. From year to year you change your promotion strategy, but there are basic provisions that you adhere to. This could be the manner of communication in advertising, the images that you use. That which will be the basis of promotion.
5. Corporate style.
This is already a story about you, your employees, your communication and the principles that you adhere to within the company.
Who is the brand book for? Who uses it?
For the marketing department, designers, employees, partners, printing houses and advertising agencies. For everyone who works with your company in one way or another. For everyone who can influence the presentation of your company in various situations.
Why do you need a brand book?
The brand book creates the basis for your company’s further work. This is if we are talking globally. So that you understand the scale. More specifically below.
First, imagine that a marketer or designer has changed. A new employee has arrived. And instead of explaining everything to him from scratch, you give him a brand book, he reads it and acts in the right direction.
Secondly, your contractors can be different people. In order for them to print your banner, you give them a brand book. In the terms of the contract, you specify that the order must be completed according to the brand book. And the customer completes the order the way you need. Otherwise, you have something to appeal to.
Thirdly, for developing advertising strategies. The foundation laid in the brand book will speed up the development process. We won’t even describe it here.
And finally. You will understand yourself what you are actually dealing with. We had customers who thought they knew what they were doing, but where their company was going – no.
In principle, the question of developing a brand book should not arise for a company. But. There is always this “but”. Therefore, if you have already thought about branding , be sure to indicate the development of a brand book in the brief . And may you be happy!