Brandbook creation from KOLORO company
Brandbook is an internal corporate document that systematizes all ideological elements of the brand, forms its comprehensive picture, and also contains a set of rules for the use of graphic and verbal components of the brand.
Who needs a brandbook?
Brandbook data is primarily needed by the company’s management, marketing and PR specialists. It allows you to maintain the integrity of the brand, a unified ideological and design concept, helps to effectively work on the promotion and popularization of the brand.
The brand book literally translates as “brand book” and is a kind of a desktop book on identity.
Developing a brand book is an important stage in a company’s development, as it becomes the basis for all future marketing decisions.
What is included in a brand book?
“The Brand Book is a multi-component document that consists of three main parts.
What does the cost of brandbook development depend on?
The average cost to develop a brandbook is $3500. The price depends on:
- marketing objectives of the development;
- the number of concepts that the customer wants to see in the final;
- the number of brandbook elements and their level of detail;
- individual customer requirements;
- forms of presentation of completed work.
For example, if you are interested in the look of the logo on trucks and staff t-shirts, it will be one cost. If you need information about scaling the logo on buses, streetcars, cups, on the arm of the consultant Elena in the form of a tattoo – the cost goes up.
Reasons for developing a brand book
Brandbook as an element of brand identity
The first reason is regional in nature. If you sell nationwide or even in multiple countries, you need to develop a brand book. A unified corporate identity will increase brand recognition and set the right vector of marketing development.
Whichever country you go to, seeing the rounded letter “M” on a red background makes it clear: there is delicious and not very healthy food here. In 2016, billboards with the image of the famous Big Mac appeared on the streets of Moscow. No text. No logo. That’s what a carefully crafted identity means… and a multi-billion dollar company fortune.
Figure. McDonalds is McDonalds.
Brand promotion by outsourcing companies
The second reason comes into play when there is a separation of powers. If your company outsources some of the branding work, it’s likely that design studios will request clear terms of reference, requirements and rules for creating promotional products. With a brandbook, you’ll be able to provide the materials you need quickly and easily.
Figure. Advertising without a slogan and logo
Expansion of the company’s activities
The third and most important reason is the scaling up of operations. When recruiting additional employees, the brandbook will help them to understand the mission and main idea of the company on their own, to understand the use of brand attributes. Also, if in the process of expansion you decide to open new offices and representative offices of the company, brandbook will simplify the work on corporate identity of new establishments.
Figure. A truly international brand
How do we do it?
Creating a brandbook is a multi-step procedure:
There is no single standard for brand book design. Of course, every brand book contains the highlights: logo, tagline, brand colors and fonts. Other elements of the brandbook are developed if necessary, its structure and scope depends on the individual characteristics of the brand.
Main elements of the brandbook
Brand name
- Ideology and conceptual description of a brand name.
- Decisions on the visual presentation of the sign (acceptable colors, black and white options).
- Rules for reproduction of a trademark.
- Permissible conditions for changing the size of a sign (increasing or decreasing) using a scale grid.
- Standards for the construction of the mark, both in graphic and digital form – the combination of the mark with other graphic or text objects, signs, the permissible arrangement of these objects, the boundaries of the trademark, the permissible background color.
Logo
- Logo Description.
- Variants of its spelling in different languages.
- Acceptable color and black and white solutions for the logo.
- The conditions for changing its dimensions.
- Schemes for building a logo in color and graphic form, as well as its combination with other objects.
Brand block
- A description of the concept of a branded block.
- Options for placing the company block on various kinds of documentation.
- Color schemes for the signature block.
- Schemes for its construction.
Brand colors
- Determination of the main corporate color and complementary colors.
- Specifies permitted color combinations.
Branded fonts
- Selection of the main corporate font.
- A selection of additional fonts and a set of rules for their use.
Just because you have a cohesive vision for the company’s corporate identity, you clearly envision a yellow logo on a purple matte, you’re sure that all text should be italicized and staff should wear a stand-up collar – it doesn’t mean that employees have the same vision.
Employees of the branding agency “KOLORO” will realize your ideas on the pages of the brandbook.
