Businesses are often in a hurry to launch their new brands and tend to overlook the preparation of strategic guidelines for their usage. This omission is sometimes critical to your brand communications and results in low efficiency of your promotional campaigns, graphic and stylistic inaccuracies in your advertising materials and even in the loss of the identity of your brand and the confusion of your target groups. The brand book guarantees you reduced risk of such problems and contributes to the successful communication of your brand messages. Below is a list of some of the elements which should find a place in every brand book and help you avoid the main brand management pitfalls:
Rules for graphic presentation of a brand logo
Your logo is a unique visualization of your brand identity and that is why the full correspondence between its different realizations is essential. You are advised to elaborate on the basic requirements for the presentation of your logo such as recommended sizes, colours on the scales: RAL, CMYK, RGB, HEX, Pantone, spaces between the symbols as well as on the differences between web and print media. If you do not provide designers and ad agencies with detailed instructions on how to use your logo, you take the risk of distributing incorrect variants, diverting from the original.
Guidelines for brand logo placement in written media
The unified placement of your brand logo in written media is perceived as a sign of authenticity which boosts your image of a stable and reliable partner. If your logo’s vision requires it, specific rules for its placement in web and print media should be developed. You should also bear in mind that written communication with varying logo placement is often treated as untrustworthy.
Requirements for the background of informational and promotional messages
The visualization of your messages is highly important for the efficiency of your communication with your brand’s relevant publics. Apart from having an aesthetic effect, the background of your messages is also a source of meaning. In case of lack of correspondence between the background and the colours, associated with your brand identity, a clash of meaning occurs and a negative impact is exerted on the interpretation of your messages.
Voice of brand messages
The synergies between brand vision and language are a key success factor. Therefore, compliance should be observed between the visualization and the voice of your messages which should both reflect your brand essence and strategy. The random choice of voice can cause dissonance and diversion from your brand identity.
Topics of brand messages
Although the topics of your brand messages can vary, it is recommended that you should define their scope by selecting areas they should focus on and others to be avoided. Do not forget that a wrong message can destroy your brand reputation!