What is a Brandbook?
Posted: Mon Jan 20, 2025 12:22 pm
For a company, sometimes promoting its brand is even more important than the product it sells, since this will be what makes the difference for customers. We are constantly choosing brands over products, from when we choose an iPhone instead of another phone, or even when we go to the supermarket to choose a cola drink.
The brand, ultimately, is what gives a company uniqueness.
This is why building Brandbooks has become almost a 99 acres database necessity for some, not only as a tool that solidifies that uniqueness, but above all, so that customers know that uniqueness.
So what is a Brandbook?
Basically, it is a manual (usually in PDF format or similar) for public dissemination that explains the what, why and what for of the brand – this being understood not only as a logo or a symbol, but as an entity with its own personality.
A brandbook is the manifestation of what the brand wants to express as an image, which is why it has a design and guidelines that allow us to approach and understand it. What's more, if understanding it is the goal, we could even say that a brandbook is the communication tool between the audience and the brand.
Regarding the design
The design will always vary according to the purpose of the brand, however it is vital that it is related to the product (or idea) to be sold. Nike , for example, uses fonts and graphics in its Brandbook that look intense and powerful, representative of its slogan “Just do it.” The appearance is always representing the product, both in the images it uses, in the chosen color palette, in the style of the letters, and even in the tone of voice with which it addresses the audience.
Skype is another example of this, using dialogue bubbles as if they were diagrams, or Unicef, preferring a warm aesthetic and a friendly tone.
Regarding the content
Although each company decides to design its Brandbook differently, it is common for them to always include the brand name and logo at the beginning along with a description of what they both mean.
Also in the content of a brand manual it is necessary to include:
History: Brief summary of how the brand started and in whose hands it was founded.
Vision: An explanation of what the people who make up the work team want to be as a brand, as well as what values they represent.
Goals: What are the objectives and positioning that you want to achieve.
Achievements: Press information, news about the brand, charitable events that have been part of, etc.
Sometimes it includes what marketing techniques the company uses, such as flyers or advertising.
Contact information is usually added at the end: social networks, website, call center numbers, emails, etc.
All of these points give the reader an idea of the company's personality, allowing the team to use the manual to control how the public will construct the brand's image.
How to create a good brandbook
Preparing a brand guide is a multidisciplinary task that is carried out in conjunction with a graphic designer, a marketing agency, photographers, advertisers, etc. It is essential, however, that they know the company and what it represents, but above all, that a leader (in this case, the creator or owner of the brand) guides the team with clear guidelines that allow for a consistent final product, easy to recognize, and coherent with reality.
What are the benefits of creating a Brandbook?
A Brandbook ensures that a company's brand is better known, not just through a visual symbol but as a whole.
This is important for several reasons, including primarily the production of a stable identity, a more positive image and representation, possibilities of gaining credibility and standing out to the audience, etc.
A brand manual is designed not only for clients, but also for advertising media, since understanding what lies behind a logo allows for better use of it.
The brand, ultimately, is what gives a company uniqueness.
This is why building Brandbooks has become almost a 99 acres database necessity for some, not only as a tool that solidifies that uniqueness, but above all, so that customers know that uniqueness.
So what is a Brandbook?
Basically, it is a manual (usually in PDF format or similar) for public dissemination that explains the what, why and what for of the brand – this being understood not only as a logo or a symbol, but as an entity with its own personality.
A brandbook is the manifestation of what the brand wants to express as an image, which is why it has a design and guidelines that allow us to approach and understand it. What's more, if understanding it is the goal, we could even say that a brandbook is the communication tool between the audience and the brand.
Regarding the design
The design will always vary according to the purpose of the brand, however it is vital that it is related to the product (or idea) to be sold. Nike , for example, uses fonts and graphics in its Brandbook that look intense and powerful, representative of its slogan “Just do it.” The appearance is always representing the product, both in the images it uses, in the chosen color palette, in the style of the letters, and even in the tone of voice with which it addresses the audience.
Skype is another example of this, using dialogue bubbles as if they were diagrams, or Unicef, preferring a warm aesthetic and a friendly tone.
Regarding the content
Although each company decides to design its Brandbook differently, it is common for them to always include the brand name and logo at the beginning along with a description of what they both mean.
Also in the content of a brand manual it is necessary to include:
History: Brief summary of how the brand started and in whose hands it was founded.
Vision: An explanation of what the people who make up the work team want to be as a brand, as well as what values they represent.
Goals: What are the objectives and positioning that you want to achieve.
Achievements: Press information, news about the brand, charitable events that have been part of, etc.
Sometimes it includes what marketing techniques the company uses, such as flyers or advertising.
Contact information is usually added at the end: social networks, website, call center numbers, emails, etc.
All of these points give the reader an idea of the company's personality, allowing the team to use the manual to control how the public will construct the brand's image.
How to create a good brandbook
Preparing a brand guide is a multidisciplinary task that is carried out in conjunction with a graphic designer, a marketing agency, photographers, advertisers, etc. It is essential, however, that they know the company and what it represents, but above all, that a leader (in this case, the creator or owner of the brand) guides the team with clear guidelines that allow for a consistent final product, easy to recognize, and coherent with reality.
What are the benefits of creating a Brandbook?
A Brandbook ensures that a company's brand is better known, not just through a visual symbol but as a whole.
This is important for several reasons, including primarily the production of a stable identity, a more positive image and representation, possibilities of gaining credibility and standing out to the audience, etc.
A brand manual is designed not only for clients, but also for advertising media, since understanding what lies behind a logo allows for better use of it.