Brand book as a service: our process and what you get

We work as digital, marketing and AI specialists from the heart of Eindhoven, with years of experience across branding, websites and campaigns. We build brand books that actually get used afterwards — largely because we also build the websites, copy and campaigns they need to land in.

Want to understand the topic first? Start with our guide to the brand book.

Short answer

A brand book project with us runs in phases: brand conversation, positioning, guidelines and applications. You get a digital brand book with positioning, brand values, tone of voice with do/don't examples, the complete visual identity with colour codes and files, and templates for the channels you actually use. What this typically involves is covered on what a brand book involves.

What we do differently

• We start with content, not the logo. Without sharp positioning, design becomes a matter of taste.
• Only claims you can back up. No "market leader" or "the best" without evidence. What you can't demonstrate doesn't go in.
• Digital as the primary format. One up-to-date source with the files alongside it; the PDF is a dated snapshot with a version number.
• Templates over rules. The easiest path for your team should also be the right one.
• Usable as a brief for AI tools. Nearly everyone now creates some content with AI assistance; the guidelines determine what comes out.

The process

1. Stocktake — we lay your current materials side by side and mark where they diverge.
2. Brand conversation — one session with a maximum of five people, including a decision-maker and someone with daily customer contact.
3. Positioning — one sentence that's true and that you're willing to repeat.
4. Guidelines — tone of voice with real rewrites, plus the visual identity including colour codes and a contrast check.
5. Applications — website, presentation, social and email, plus whatever else you specifically need.
6. Roll-out — a live presentation to the team, one findable location, a brand owner and a review moment.

The full step-by-step plan, including how to do it yourself, is on creating a brand book.

What's included in delivery

When outsourcing pays off

• You don't have a designer and copywriter in-house
• The project has been on the list for a year and keeps slipping
• You're not internally aligned on positioning
• A rebrand, new website or name change is coming up
• Multiple people or agencies produce materials and things have drifted apart

Have those people in-house and clear positioning already? Then doing it yourself works fine, using the step-by-step plan and the example structure as a starting point.

Also useful right away

A brand book usually leads to a next step: the website, the copy or the campaigns. We handle those ourselves, so the guidelines don't stay stuck on paper. See web design, copywriting and online marketing.

Want to talk it through?

In a free strategy call we look at what you already have and what's missing. You'll walk away with a clear picture of what you need, even if you continue on your own from there. Plan a strategy call or get in touch.