Brand book
Content and brand
Content and brand
A brand book documents how your brand must be used: logo, colours, typography, imagery, tone of voice and examples of right and wrong.
Brand guidelines are usually the strictly visual rules; a brand book is broader and starts with positioning, values and audience before it gets to design.
The more practical, the better. A good brand book includes downloadable files, concrete examples and answers to the questions that actually come up.
Related terms
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.