A brand book is an official document of a company that describes the brand concept, brand attributes, target audience, company positioning and other information used by the sales department and company owners to form relationships with customers and grow the business in general.
As part of the brand book, there is a complete corporate style guide, which contains detailed recommendations for the use of all brand elements on a variety of media, both advertising and corporate.
A brand book is a description of the main elements of identity and brand attributes (essence, position, mission, philosophy, values, individuality). The idea of such a document is to structure all the ideological elements of the brand, create a logically built image of the brand, as well as detailed advice on its use in order to form a holistic understanding of the brand by the target audience.
What should be in a brand book?
The brand book must contain the following information:
1. Description and quality of the target audience;
2. Brand concept;
3. The original style of the company;
4. Brand promotion model (images of all advertising messages, advertising plots);
5. Corporate style of the company, communications within the company.