building a brand book

Brand Book Development

BRAND BOOK: Creation of identity

A unique corporate identity for your business that increases value and attracts an army of fans of your brand in the market.

 

The development of a brand book allows you to systematize and structure information about the company. Helps to form a holistic brand image and improve the efficiency of marketing processes.

building a brand book Lonon

Who might need to create a brand book?

Brands of different segments have systematic differences in the structural content of the brand book. The brand book of the region or the brand book of national projects will differ from the brand book of the store, since the branding of the territory and the retail space pursue different goals.

Brand book structure

IDEOLOGICAL. It contains the following information about the company:


- market positioning; - field of activity; - legend, mission, philosophy, values; - characteristics of the target audience; - brand life cycle; - work principles; - general development strategy.




GRAPHIC. This part provides information on the visual elements of the corporate style.


Company logo: - description of the idea and concept; - display in full color, black and white and monochrome; - reproduction rules; - permissible conditions for increasing or decreasing the size using a scale-coordination grid; - standards of construction in graphic and digital form - options for use with other objects and signs, background color, border of the sign. Logo: - description; - acceptable solutions in color and black and white; - versions of writing in different languages; - layouts in graphic and color form, combinations with other objects; - conditions for resizing. Brand block: - definition of the concept; - color solutions; - placement options on documents; - construction features. Fonts: - main and additional options; - application rules; - brandbook buy. Colors: - choice of basic and additional solutions; - acceptable color combinations. The graphic part of the brand book also includes rules for the design and use of such elements: - business documentation (business cards, letters, letterheads); - outdoor advertising (billboards, city lights, pillars); - transport; - clothes; - POS materials, exhibition facilities; - printing, souvenir and packaging products. In addition to the principles of using graphic elements, options are prescribed when their use is unacceptable.




LEGAL. It regulates the rights (copyright, related, registered trademarks). Protects trade secrets, as well as copyrights to corporate identity elements: slogan, logo, color schemes, type of fonts.


The goals of creating a brand book: - Formation of a unified corporate identity, which contributes to the identification of the brand by the target audience and recognition in the market. - Enhancing corporate culture (staff know the philosophy of the company and their status in it, are familiar with the rules for using the components of the corporate identity). - Building a reputation among consumers and partners. - Optimization of advertising creation costs by matching all media with a single style.





​Company brand book
​Project brand book

Company brand book

The corporate brand book is distinguished by special attention to building corporate communications, which forms the company's image in the eyes of partners, customers and employees. The main focus will be on the logo, recommendations for integrating visual constants into the space and a block of business documentation with a full list of required media.

Project brand book

Project activities are most often aimed at creating a unique product or service, therefore, a brand book is created for IT and digital companies, startups, educational projects, etc. The success of a project depends on the strategic part - mission, values and communication characteristics. A brand book of this type contains a voluminous strategy, and the main emphasis in it is placed on the rules for the design of Internet communications and the site guideline.

​Brand book of national projects
​Region brand book

Brand book of national projects

The brand book of national projects primarily regulates the observance of a single visual style when creating information materials. These materials can relate to the implementation of projects and be posted on sites. The main emphasis in the brand book of national projects is placed on the communication strategy.

Region brand book

The main task of the region's brand book is to create an image of the territory that is attractive for investment. Such an image can be created only under the condition of the integrity of the corporate identity, and therefore the brand book should describe in as much detail the features and rules for using visual constants.

​Bank brand book
​Store brand book

Bank brand book

The banking segment is characterized by a high customer focus, so every contact with a consumer should leave a positive impression. Interior solutions, the appearance of employees, the design of information materials, ATMs and cards - everything must correspond to the positioning and corporate identity constants in order to ensure the influx of new customers.

Store brand book

Visual merchandising of the store is of great importance - zoning and customer map, multi-level navigation in the sales area, suspended structures, price tags, communication messages, sale companies. The store's brand book will feature a detailed section with architectural features, interior design and navigation.

Developing a brand book as a complete brand management guide is essential in a competitive market for a high level of identification. For visual codes and identity to work effectively, you need to maintain integrity and consistency.

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INTERNATIONAL NUMBERS:

Australia                       +61 28 880 0270
France                           +33 75 553 9290
Israel                           +972 55 966 2830
Italy                                +39 80 094 2000
Portugal                     +351 80 050 2381
Russia                           +7 958 498 3501
Spain                             +34 90 083 9045
Switzerland                 +41 43 550 7310
Ukraine                      +380 91 481 8415
USA/Canada:              +1 650 416 8700

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