What is a Brand Book and why it is important for companies?

One of the reasons why it can be said that a company is successful, is that is so well positioned that the reason that although older at the time of consumers to buy their products or services your brand and not the features or benefits that they have the same. To achieve this, the entire organization must develop a Brand Book.

The congruence of explaining what it means and what it represents your brand it is an element that companies can't lose sight of the time to find the positioning of the same.

Therefore, the broadcast messages are to be processed under a strict regime of rules that achieve the information to be transmitted in a uniform manner.

This means that for your company to start with the right foot, you must develop a Brand Book, because thanks to him the marketing strategies and the business plan will be much easier to focus.

But, what is a Brand Book? Don't worry! In this article you're going to get all the information you need to know about it, including its definition, importance, and how to make it.

What is a Brand Book?

The Brand Book or corporate identity manual is a guide in which it is defined, in a concise manner, all the elements that help to build the corporate identity. In turn, this helps to elucidate how is it perceived the brand for people outside the company.

Thanks to this element, the companies have a set of guidelines that serve as a flag for all the staff of the organization have a clear understanding of what it means and represents your brand.

Without a doubt, the Brand Book is the first step to a good brand management.

Why is it important for businesses?

The importance of having a Brand Book in your company is that it is indispensable to achieve a corporate identity, combined with the fact that their existence will inform the development of strategies marketing focused on your target audience identify without the problems your brand.

Without the existence of this manual occur, bad uses of the graphic image of the brand. In addition, the company does not have a way to transmit your organizational culture and is not able to achieve optimal positioning in the markets where it competes.

Another contribution of this handbook is that it allows you to save time in the creation of presentations with respect to the colors used by the brand, logo and fonts for the texts.

How to create a Brand Book?


Image trademark with the appropriate user manual

The aim of the Brand Book is that the brand conveys consistency in their advertisementsin the visual image and values, thus making it to be well-received by both the personnel as well as by users and the market in general.

For the development of a corporate identity manual there is a pattern as to how it will be designed, or how it will be distributed your content, but there are aspects that should be listed within the same.

To be a document of the utmost importance for your brand to build trust, make use of a Brand Manager it will be an incredible help for the development of your Brand Book.

Below you will mention aspects that you can not stop putting in your Brand Book.

1. Includes the history of the company

Always generates something of interest to know the origin of things, to understand a little of what it represents, that is why usually in the Brand Books is placed a short review the beginnings of the brand and of the person or group of people who founded it.

2. Give him strength to the mission and vision of the business

One of the bases to identify a brand is to know your mission, because in this aspect is defined concisely in turn competes, the target to which it is addressed and what the feature makes it different from the rest.

The corporate vision there is more to embody so inspiring realistic goals that define the behavior of the brand. This part of the Brand Book will help you understand what you want to achieve the brand and where it is displayed in a future short-and long-term.

3. Put clear business values

The values are the set of principles that define the personality, organizational culture and ethics of the company. Through them, determining the rules of behavior of the same.

4. Defines the visual identity

It is of utmost importance to define the visual identity of the brand. Within this point you should be clear on the following aspects:

  • logo;
  • color palette;
  • fonts;
  • style of photo:

Defining clear and detailed each one of these aspects, the Brand Book will provide for the use of (visual) of the trade mark is the correct one, so that will be useful both for the company's staff, as well as for customers, distributors, and outside companies.

5. Constructs an identity verbal

For messages concerning the mark have the effect that is expected, it is very important that your Brand Book don't leave overlook this aspect.

The identity verbal is everything that has to do with the way in which the brand is going to communicate with its external environment and the interior.

For communication to be effective and transmit their values and personality should be taken into account the tone of voice and messaging.

Let see what they are about!

Tone of voice

The tone of voice refers to cómodecimos the message, that is to say, the way in which the brand is going to express with your external audience (target audience) and internal (employees).


The messaging is a summary of the messages that we want to convey that promotes the correct transmission of the same.

To do so it is necessary to define carefully what are the needs of our target audience.

6. Develops material brand official

We refer to examples of pieces in which the mark is used in a correct manner, such as:

  • cards;
  • envelopes;
  • brochures;
  • leaves membretadas;
  • bags;
  • t-shirts.

The misuse of logos, combinations of colors wrong and distortions of the allowed sizes are examples of the misuse of the graphical identity of the brand.

7. Put available to the contact information

This section is at the end of the Brand Book. Here are added to the ways in which you can contact with the company, such as, for example:

To conclude

At this point you should already know that to build a strong brand you need to have a Brand Book.

So, you will ensure that both your employees as your target audience to have a clear identity of your brand and the essence of it is not lost.

Remember that you will need for specialized personnel for the proper development of your Brand Book, as it is an important document to achieve the positioning expected in the markets.

Sure you're very excited about all this from the positioning of your brand, so that you never stop learning, and to follow that interest on you to invite you to download our ebook full FREE Branding It is not to be missed!