Sections of the company brand book

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To create a quality brand book, you need to have a good understanding of your product. For some, the process of creating a document takes several months, while for others, a week is enough. Some brand books have hundreds of pages, while others contain no more than ten. Only the company's management, together with specialists, should decide what exactly should be reflected in the brand book and how detailed the content of the sections will be. They can be, for investor leads example, like this:

An excursion into history. It is advisable to start any brand book with a story about the brand, but this story should not just include the history of the product, but those key moments of its presence on the market that affected the character and image of the brand. What could it be? For example, the composition of a product that has not changed over many years, failed or, conversely, successful products, hits of old advertising campaigns, principles of interaction and communication with clients.

Values, style, mission. One of the fundamental sections of the brand book should contain a description of how the company sees itself and its mission, what philosophy, corporate ethics the organization has, what principles the work on the market is based on and what values ​​​​are key for the brand. In essence, this section provides a brief description of the current product development strategy, highlights the key components of the brand that should always be used. That is, with the help of this section, it is easier to correctly prioritize when working with a product.

Sections of the company brand book

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Characteristics of the target audience. In this section, it is necessary to describe the target audience so that it is clear how communication with the consumer should be structured: what terms to use, at what level to conduct the dialogue, what tone and style is preferable when communicating with the brand and the client.

What is preferable in a particular case - to use simple vocabulary, simple visual images or to operate with complex professional terminology, schemes? What are the prevailing motives for purchasing - innovation or conservatism? The section "characteristics of the target audience" is intended to provide detailed answers to such questions.

10 words describing the product. At this stage of creating a brand book, the task is to describe the product using approximately 10 words. They contain the most significant associations and images of the brand - what distinguishes the product from competitors' products. That is, everything that relates to bright, memorable elements of style and serves as the basis for product positioning.