The thicker the brand book the better

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Every product has its own buyer. Any advertising campaign is aimed at a specific target audience. If your business interests involve placing a trademark exclusively on business cards, what is the point of spending money on a brand book? Creating a brand book is a creative process, it cannot be approached formally, with strict frameworks and regulations regarding the quantity and quality of information.

The biggest misconception when ordering a brand book is to consider the thickness of the book as the main criterion for quality. Many people consider the higher price of a brand book, which is a tome with a huge number of pages, to be fair. It never occurs to them that all the useful information that is collected there can be placed in one paragraph. This is exactly the case when more does not mean better.

A brand book can be a modest brochure, but investor leads still very informative and useful. The main thing is that everything is presented simply and clearly.

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A brand book is not a panacea
Many people turn to companies specializing in brand book development. But not everyone understands that reducing advertising costs and optimizing expenses are not the same thing. If a brand book is well-executed and used correctly, it will be an excellent aid in brand promotion, helping to increase brand recognition and customer loyalty. But reducing the costs of website promotion in search is not within the competence of this document.

3 myths about creating a brand book

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A brand book cannot, by itself, place advertisements, introduce consumers to the advantages of a brand, send out press releases, etc. It is just a tool that is useful only in the hands of true professionals.

Approximate structure of a brand book
The brand book does not have any clearly defined structure. The structure of the document depends on the range of tasks set by the manager.

The larger the business, the more voluminous the brand book. A modest trading company will probably be satisfied with a brand book in the form of a package of documents. Whereas a chain hypermarket should include in its brand book requirements for staff uniforms, advertising selection, criteria for the design of retail outlets, merchandising and playlists of soundtracks used as background in the sales areas.

The volume of a brand book for a bank or a large enterprise will be impressive, because it must contain both requirements for the visual components of the corporate style (including product design and advertising modules), and a description of the basics of internal production relations, ethics, company presentation on the market, etc.

It also matters for which part of the organization the brand book is being created: if for the entire enterprise as a whole, the structure will be one, and if for a separate brand, it will be another. Because an organization, as a rule, has different divisions, product ranges. And a brand refers to only one product line (it must be maintained in a single style).