Mandatory components of a brand book

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How is a brand book different from a mini-guide, cut guide and logo book
The concept of "brand book" owes its origin to the terms "brand" and "branding". In fact, a brand book is a document that describes a brand and a corporate style guide, where the main idea of ​​the brand is formulated along with the main principles of its application.

Using a brand book helps in solving strategic issues. This document in its full version is intended only for a limited circle of people - the company's management. Ordinary employees can use a shortened version (it contains basic information without disclosing confidential information). The absence of such an important book in an investor leads organization leads to inconsistency and misunderstanding, which ultimately makes the brand unproductive.


description of the main concept and mission of the company;

information about what the brand values ​​are;

the idea of ​​the main message to the consumer;

description of the channels and methods of conveying this message to the addressee;

information about key brand identifiers.

A brand book can look different: as a large traditional book, or as a virtual document, or an online brand book - a separate site with limited access. Considering that respect for printed books only grows over the years, a brand book published on paper will evoke more reverence than a regular electronic document.

The concept of "brand book" is often confused with other terms - "logo book", "mini-guide" and some similar ones. Let's consider them in more detail so that creating a brand book does not become an accidentally failed task.

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Corporate Identity Guidelines, or corporate style guide, is the predecessor of the brand book, which was intended to regulate the rules for using the product mark and contained key provisions for the company's communications. These two terms are still confused by many, although large organizations know the difference and try to develop a brand book.

The cut guide has different characteristics depending on the application area. But it always includes a description of complex processes for creating brand identifiers, an action plan for specific situations and necessary materials. Contractors and partners can use the cut guide as a detailed instruction, it is also very useful for a franchise.

A logobook is a document for high-quality brand visualization. It includes a detailed description of the logo, graphic trademark (color scheme, acceptable fonts, graphics, proportions and sizes of the logo, indents, its main variants), as well as prohibitions on the use of the logo.

A mini-guide is a combination of individual characteristics of a cut guide and a logo book. It contains a description of one or more elements. Mini-guides are used when working with printing and do not want to show all the service information about the brand.