The importance of developing a single corporate stylefinds more and more understanding from entrepreneurs. The recognition of the company by corporate symbols, colors, logo brings real profit. In order not to rely on the case, it is necessary to thoroughly study all elements of the corporate identity, describe the technique of brand promotion and clearly indicate when, where and how to submit it. To do this, you need a brand book. This is a kind of instruction for the development and implementation of corporate style.
What is a brandbook?
In a literal translation, the term "brand book" meansbook brand. This guide, which reflects the main features of the corporate identity. Usually beeches are published in the form of a printed catalog. It contains information about the company itself, its mission, values and idea. Then in the booklet samples of logos are given, and they are given in several variants (in different scale, color, black and white version).
Brandbook is a collection of recognizable elementsstyle company with clear descriptions of every detail (from the logo to the business card), indicating the ways to promote and popularize the brand. As a rule, companies produce very detailed and colorful publications, some of which are examples of high art.
Structure of the brand book
Of course, there are no clear recommendations on the content of the branded book. But still at its "writing" it is better to adhere to certain accepted rules.
So in your beech must necessarily be three (conditional) section:
- In the first section, put the information of the generalcharacter about the company itself, its values, the idea that it promotes. Here it is necessary to mention the circle of persons involved in the development of corporate style. Explain how these or other elements of style will be built when working with consumers, partners and employees of the company.
- The second part is devoted to the main provisions for the construction and application of the visual series of the brand. Prescribed brand colors, the elements by which your company will be identified (recognized).
- The third section provides information on theusing elements of corporate identity on advertising media. You clearly indicate exactly how your corporate style should be reflected in the commercial, on business cards, in outdoor advertising, on the Internet.
The substantive part
Certainly, the creation of a brand book is a creative oneprocess. And its structure in the end can be very different from the above. Sections can not be clearly seen, the first, unsophisticated look in a colorful publication will not be the information that you expect to see there.
But if you carefully study the proposed guide to proprietary "identification", you will see that its content reflects the key provisions for creating a memorable image of the company.
Thus, brand book is a collection of forms, methodsand means to develop and promote the brand. These are guidelines for advertising promotion. This description of the marketing strategy to bind the customer (consumer) to a specific image. That is, all the elements of the brand book are aimed at ordering and systematizing the technique of using elements of corporate identity. You, when working with partners or clients, will be sure that you will be recognized by just one detail.
Of course, do not forget about the qualityfilling the brand. Behind the beautiful facade is a solid and reliable building. Your product should be a standard of quality. Otherwise, all your efforts to visualize the brand will result in that your symbolism will start to react negatively, linking it to a bad product or services.
About the importance of the logo
Developing a brand book is unthinkable without creatinglogo. The logo will have to firmly link all the elements of the corporate identity. In general, the logo is a special outline of the name of the company, often accompanied by a certain conventional sign.
It is important to approach this visualthe embodiment of your company. The logo reflects your personality, it's bad if it echoes in appearance with the logo of another company. You do not need confusion, do you? And the trials will not add to the joy. And they will, if another organization decides that you have used their brand name.
When creating a logo, avoid any negative associations. It is better to start from the details bearing a positive charge. Or do the logo in a neutral way.
The abundance of nuances in the development of the logo will require you to have remarkable knowledge and talents. Therefore, it is better to entrust this matter to professionals.
Elements of corporate identity
But the image of the company is not limited only to the logo. Other items should also be placed in your brand book. Corporate style - this is your business cards, notebooks, calendars, envelopes, office, forms.
Only then is the development of the corporate imageIt is considered holistic, when your employees are recognized on the same business cards, made in the same style. When your partners and customers receive letters on letterhead, in envelopes adorned with a familiar logo. When your employees use the company's office.
Firm folders, disks, flash drives, diaries andplanners, even branded key chains - their descriptions must necessarily be in the guide to the brand. From these insignificant strokes, the image of your organization is formed.
Stages of development
Making a brand book is not a matter of minutes.Only in the process of discussion, information and approval of various positions, a really clear, clear set of rules for the promotion of the corporate image is born.
Do not need to book a guide to the brand, rely only on outside experts. You must independently conduct marketing research on the positioning of your company.
Highlight the main features that are specific to you.Give your company human traits: benevolence, responsiveness, reliability, cordiality. Think about how these features will be reflected in the elements of your style.
Do not forget about long-term planning.Imagine how consumers will perceive your brand. And this will depend on what mission you put into it. Consumers, employees and partners should not just recognize you, but immediately determine the principles that you follow and that you broadcast.
If we talk about who should create a brand book, then there are two ways.
You can collect under your wing a department thatwill deal with the creation and promotion of corporate identity. In this department, there must necessarily be analysts, marketers, PR specialists, designers.
You can do something different.Analytic part to develop yourself. But all the rest is to be entrusted to the professionals who ate the dog on the creation of guidebooks for the brand. You just discuss, make corrections to the brand book. The sample, obtained at the output, you once again carefully evaluate and with a favorable outcome you state.
In both cases, there are pluses andminuses. In the first case, you need to collect professionals, and not the fact that you will continue to need their services. In the second situation, you need to assess the quality of the services of third-party specialists. Remember that a good brand book will not be cheap.
A colorful album should not become another element of the decor in the manager's office. Brandbook is a working tool. It serves to ensure that you systematically implement its provisions in life.
When conducting an advertising campaign, when concludinglong-term partnerships use positions from your company book. Cooperation will be more effective if you provide your brand book (pdf format) for your reference.
Partners will find it easier to understand the mainprinciples that you have laid down in your image. They will be aware of how to use your logo correctly, how to portray it in printed publications, in electronic resources, on the Internet. You will not have any misunderstandings with the issuance of letterheads, business cards, flyers, booklets.