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  • Writer's pictureeileen strauss

Creating a Brand Book

Creating a brand book is an essential step in establishing and maintaining a consistent brand identity. It serves as a comprehensive guide for anyone involved in representing or promoting your brand, ensuring that they understand and adhere to the brand's values, voice, tone, visual identity, and other key elements.

Your brand book should be comprehensive yet concise, providing clear guidance to ensure consistency across all brand touch points. Regular updates may be necessary to reflect changes in the brand's identity, strategy, or visual elements over time.

It's important to share your brand strategy with all collaborative team members such as designers, copywriter, social media managers, and influencers.

Here's a basic outline you can follow to create your brand book:


  • Brief overview of the company's history, mission, and values.

  • Explanation of the purpose and importance of the brand book.

Brand Strategy:

  • Target audience: Detailed description of the target demographic(s).

  • Brand positioning: How the brand wants to be perceived relative to competitors.

  • Brand promise: The unique value proposition offered to customers.

  • Brand personality: Descriptive traits that characterize the brand (e.g., innovative, friendly, professional).

Visual Identity:

  • Logo usage: Proper and improper logo usage, including size, placement, color variations, and clear space.

  • Color palette: Primary and secondary colors, including hex codes and usage guidelines.

  • Typography: Fonts used in branding materials, with specifications for headings, body text, and any other relevant applications.

  • Imagery: Guidelines for selecting and using photos, illustrations, or graphics that align with the brand's aesthetic.

Voice and Tone:

  • Brand voice: Description of the brand's personality expressed through communication (e.g., formal, casual, playful).

  • Tone guidelines: Examples of appropriate tone in different contexts (e.g., social media posts, customer service interactions, marketing materials).

  1. Messaging:

  • Elevator pitch: Concise description of the brand's purpose and value proposition.

  • Tagline: Catchy phrase that encapsulates the brand's essence.

  • Key messages: Core themes or points to communicate consistently across all channels.

Guidelines for Specific Applications:

  • Website: Design principles, layout guidelines, and content recommendations.

  • Social media: Best practices for posting content, engaging with followers, and maintaining brand consistency.

  • Advertising: Guidelines for creating advertisements that align with the brand's identity and messaging.

Examples and Templates:

  • Sample materials: Examples of branded content, such as advertisements, social media posts, and packaging.

  • Templates: Pre-designed assets that can be customized for various uses, such as PowerPoint presentations or email newsletters.

Usage and Distribution:

  • Access and permissions: Who has access to the brand book and who can approve deviations from brand guidelines.

  • Distribution channels: How and when the brand book will be distributed to employees, partners, and vendors.

Revision History:

  • Record of any updates or revisions made to the brand book over time, along with the date and reason for each change.


  • Additional resources, such as brand assets, photography guidelines, or legal disclaimers.

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