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Creating a brand book is essential to ensure consistent and effective brand communication. The way in which a company presents itself to its audience plays, in fact, a decisive role in its perception and its success. The brand book gives all the visual guidelines (the use of colors, fonts, images) and verbal guidelines (tone, vocabulary...), contributing to create a strong and recognizable identity. It creates cohesion between the company and its positioning in its communications, thus making it possible to engage and retain the target audience more effectively.
What is a brand book?
A brand book, or brand book, is a document that lists all the visual and narrative elements related to a brand. It serves as a reference for understanding and implementing, in communications, the brand universe and its values. The brand book thus includes: key elements related to visual identity of the brand, such as the logo, colors, fonts, as well as the branding and communication strategy (tonality in the content, etc.). It can also discuss aspects of corporate culture, core values, and how the brand wants to position itself in the market. The brand book is a comprehensive guide that guarantees coherent communication in line with brand goals, both internally with employees and with the target audience (customers and partners).
Why do a brand book?
The brand book defines the identity of your brand clearly and precisely. Having a well-defined brand identity is crucial to stand out in a market that can be saturated. The brand book thus serves as a guideguide for creating all internal communications and external, whether it's advertising materials, internal presentations, or social media content, for example.
It also offers a reference for any communication strategy, thus making it possible to maintain visual and verbal coherence. For example, in the context of digital signage, the brand book will dictate distribution guidelines, ensuring that each poster, video, or message respects the aesthetic principles and tone of the brand. This not only strengthens brand recognition, but also ensures that all touchpoints consistently express the company's vision and values.
With the Cenareo solution, you can connect different screens together and thus broadcast your communication to different points of contact with your target. It is possible to schedule your communications based on multiple factors to deliver the right message at the right time and to the right person.
How to create a brand book in 4 steps?
1. Present the brand
First of all, it is essential to talk about the history of the brand, its vision, and its values. The story provides context and depth to the brand, while the vision shows where the brand is headed in the future. The values of the company, which are based on its history and vision, are fundamental to structuring the discourse in communications.
In the brand book, you must also indicate the mission of the company, in other words, the brand's raison d'être and the goals it wants to achieve. This mission must be inspiring and motivating both for employees and for consumers.
It is also appropriate to present the brand's products and/or services as well as its target. Who are the potential customers? What are their needs and expectations? Understanding your audience is essential in order to create messages that resonate with them.
2. Define graphic elements
The second step is to detail all the graphic elements of the brand and their use. La color palette, for example, should be carefully selected to align with brand values and positioning. Each color should have a specific meaning and application. The choice of Typography is no less important. Fonts should be legible and reflect the personality of the brand. Whether primary or secondary fonts, each use must be clearly specified. The tone and style of the images to be used should also be defined. Would you prefer ambient photos, illustrations, or minimalist visuals? It is essential to create a library of visuals consistent with the brand image and on which to rely or draw upon to create content.
All the elements relating to the graphic charter can thus be used to help you create content for various types of media: TV advertising, social networks, website, dynamic signage on digital screens, etc., and communication formats: photos, videos, etc., and communication formats: photos, videos...
A solution like Cenareo Video is ideal for creating videos that are easy and of professional quality. Using your brand book, define everything that will make up the background of your video. Cenareo Video helps you get in shape with predefined formats (summary of meetings, tutorial, customer testimonial, managerial communication...), shooting guides, one automatic assembly as well as audience statistics.
3. Establishing communication guidelines
Once the graphic elements are defined, it is essential to establish communication guidelines. These guidelines will not only indicate the tone and style to adopt in the messages. (more formal, more user-friendly, etc.) but also the way in which information is structured and presented.
These guidelines should include concrete examples of typical messages, whether they are intended for press releases, publications on social networks, or advertising campaigns. This ensures that each message conveyed will be in perfect harmony with the brand's image.
4. Set up a deployment plan
Finally, it is not enough to write a brand book; you still need to make sure that it is used correctly. To do this, present and train teams to use the brand book. Whether it is to internal communication teams or to your external service providers for creation, it is important to distribute your brand book to guarantee the desired consistency in the various communications, regardless of the medium and format.
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