Brand consistency is essential to a company’s success — a clear, cohesive visual identity builds recognition and strengthens consumer trust. But how can you ensure your brand’s team members are all on the same page? That’s where a brand book comes in; it outlines the brand’s mission, purpose, visuals, and standards. It’s a brand’s recipe for success! Think of a restaurant…the food always tastes the same because each chef follows an identical, detailed recipe. If your favorite restaurant didn’t have a guide, it probably wouldn’t be your favorite anymore… No one wants inconsistency for dinner.
We recently completed a brand book for a long-time client. And lucky for you, Mentus has been designing brand books for years…which means we have the inside scoop on the most lucrative sections and information.
What’s in a Brand Book?
As shown above, Mentus has identified four common sectors of a brand book: The Brand Platform, Brand Elements, Voice and Messaging, and Application.
Brand Platform
You can think of a brand platform as a brand’s foundation. This section of a brand book establishes a brand’s identity and details how it behaves, looks, and sounds. Specifications about the company name, mission, and purpose are common sectors of a Brand Platform section, guaranteeing brand cohesion.
Brand Elements
Brand elements are an integral part of how a brand is perceived by the public. They are the visuals that make your brand instantly recognizable. From your logo to your color palette and typography, each element plays a role in how your audience remembers you. In this section, correct and incorrect uses of brand elements are exemplified.
Voice and Messaging
Voice is what gives a brand character. Whether written or oral, brands strive to have a consistent voice and messaging throughout all communications. A company’s voice tells you who they are and what they stand for. A common way of sharing messaging with consumers is through a tagline. Think about Disney! Their iconic tagline, “The Happiest Place on Earth,” instantly conveys their promise of magic, happiness, and unforgettable experiences to their consumers.
Application
So now what? You’ve decided on your brand elements, mission, voice, and what you want to tell consumers. But how can you apply these ideas? For starters, every company in today’s age should have a website…it’s where audiences go to learn who you are and what you offer. Here, you can share your brand platform, history, and successes brought to life through your visuals and voice. The Application section of a brand book can also serve as a guide to how to apply your brand platform, elements, and messaging to stationery, templates, meeting backgrounds, and office branding!
What’s in it for Companies?
Now that you know what’s in a brand book, let’s talk about why it matters. A high-quality brand book doesn’t just promise consistency across visual elements and messaging; it facilitates collaboration, consumer trust, and brand recognition. When your brand shows up consistently, audiences are more likely to recognize it, fostering credibility and long-term loyalty. Internally, a brand book helps companies streamline productivity, keeping team members aligned and helping new hires get on board quickly. Externally, brand books offer partners, like creative agencies, a creative framework that minimizes misunderstandings and confusion and allows for seamless collaboration.