23 Ene Brand Book: What is it and why is important to have it
The concept of branding started in 2.000 A.C and it was used to denominate the act of checking the cows, from that moment onwards the term started to relate sale or market. The industrial revolution turned out to be a before and after, the word branding started to be referred exclusively to a logo and the need to differentiate the product or service, communicating characteristics and benefits. In the 90s, branding was key in marketing, it went from selling the product to the brand.
Nowadays, branding is considered the strategy that gives personality to your brand through the communication of values, emotions and feelings. Once the mission, values, objectives and buyer personas have been defined, the base of branding has been created. This strategy has to be linked to your identity as a brand, anything tangible that has to do with logo, colors, typography and images. The result of this combination is the so-called brand book.
Why Is Important To Have A Brand Book?
- Creates a solid brand image: Establishes the consistency of your brand for external and internal agents, having a style guide that obliges and offers the use of parameters.
- Helps the top of mind of your brand in the public: If you establish a brand book and an image, people will recognize you easily.
- Reinforce your image and communication with the media: When your brand is mentioned in digital or traditional channels and you have recognizable elements like logo or colors, you will accomplish the recognition of your audience.
- Disassociate your brand all what you want: Every element and visual identity selected will communicate something about your brand, the brand book provides the possibility of establishing a style guide on how you want your brand to be perceived.
What does your brand book should include?
- Platform of the brand: History, Identity, Values and Promise
- Logos and variants
- Corporative Colors
- Typographies
- Verbal Identity: Definition of tone and taglines
- Brand book identity online and offline
- Images use
- Corporative pieces: Corporative templates
Example of an ideal brand book
One of the best examples is that created by the brand Starbucks, capable of unifying the concept, expression and technical manual in a document. The way in which Starbucks conveys the brand uses, tone, formant and visual identity is aligned with the concept and personality of the brand.
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