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BRAND BOOK DEVELOPMENT

A brand book is a systemic internal document of a company, containing the most complete information about a brand. This document contains the history, values, mission of the brand, description of its target audience, products, and communication model, as well as a guide to using the logo and corporate identity with examples in specific media and points of contact with the buyer. Some brand books may even contain architectural projects, if we are talking about a cafe or a restaurant, a bank branch, a shop, a boutique or a showroom of a car brand.

Who needs a brand book?

A brand book is an important brand management tool. It helps to keep the main values and graphic principles in the form in which they were conceived. At various stages of the development of your brand, a large number of people are in contact with it: from your employees from different departments to contractors who create ads or build another cafe or showroom. All these people should have an idea about your brand and understand how to work with it, keeping all its components intact.

This document is especially necessary for those who are thinking about growing and expanding their business: retail chains, cafes, restaurants, selling franchises for everything related to it, as well as for those who produce and sell goods for the correct replication of packaging design and creation of advertising materials.

And if you don’t have such a document yet, your brand is in danger! Your employees will constantly ask where they can get a sample of the letterhead or a business card, or how to use your logo in a presentation. And if they don’t find an answer, they themselves will start being creative, doing whatever comes to mind. So don't be surprised if during a presentation for a key client, on one of the slides, you see your company's logo with distorted proportions, standing crookedly against a wildly bright background.

If there is no clearly defined system for using your brand, then you can use it however you like, depending on the taste of whoever does it. Therefore, do not rely on someone else's taste, set your own rules
order a brand book». — Gornov Andrey, CEO of "Getbrand" company

When should you order a brand book?

Clients often come to us with a request to develop a brand book, while they are still at the zero stage of creating a brand. In other words, they still have neither positioning, nor a logo, nor corporate identity, there is only a request for a brand book. By the time you start creating a brand book, you should already have positioning, a logo, and corporate identity. A brand book is a document that systematizes what you have developed earlier. It provides guidance on correct use, shows cases of incorrect use, and demonstrates the use of your corporate identity with examples and in the main media of business and advertising materials and other points of contact with your customer.

The main stages of creating a brand book

As we mentioned earlier, a brand book can be developed when you have already gone through all the stages of creating a brand and you already have such brand elements as positioning, name, logo and other corporate identity components. Only after that you can start developing a brand book. The main stages of this process:

Creating main sections and chapters.

At this stage, it is important to understand what main sections should be included in the document. The sections depend on the territory of your brand’s applicability in the business. That’s why you can’t say, “Make me a basic brand book.” Each business has its own features, processes, and its own application field of the brand.
But any brand book must contain the following main sections: “Description of brand positioning”, “Description of the main elements of brand identity”, “Description of corporate colors and color combinations”, “Description of the main fonts and their purpose”, “Proper use of brand identity elements”, “Examples of unacceptable use of brand identity elements”, “Examples of key documents and brand points of contact with customers”.

The purpose of the stage: to determine the general structure of the document and the contents of the main chapters and sections.

Creating the design and the layout of the first pages

At this stage, we propose the design of the first and the last pages and a two-page spread of the brand book. It is important that the proposed options correspond to the corporate identity of the brand for which the brand book is being created. The document should become an example of the correct use of the brand in the corporate identity design.

The purpose of the stage: to determine the general style of the entire document using several main pages (the cover, the last page and a two-page spread).

Essential specialists (3 employees): project manager, art director, creative designer.

Approving the delivery schedule

When the design, the style, the main chapters and sections of the future brand book are approved, it is important to determine the schedule and priority for the chapters’ delivery. Sometimes, a client needs a certain chapter to be done first, since, for example, replicating the brand on the packaging design of other products depends on it.

The purpose of the stage: to prioritize and schedule the delivery of chapters and sections.
Essential specialists (3 employees): project manager, brand strategist, art director.

Creating visual and verbal content of the brand book

At this stage, we create methodical visual content that helps picture the target audience, brand mood and character, communication model, style of photography, proportions of corporate identity elements, color and font combinations, as well as examples of their unacceptable use. In order to reveal the essence of visual content and give clear recommendations on the use of corporate identity in a brand book, we create verbal content for each chapter that fully reveals the meaning of the visual. Gradually, in accordance with the delivery schedule, we get the client’s approval of the visual and verbal content of each section and chapter of the brand book.

The purpose of the stage: to create content for chapters and sections.
Essential specialists (4 employees): project manager, brand strategist, art director, creative designer.

Making the brand book into a single document.

When the client approves the content of all chapters and sections, we start making the layout of the final document, which will become the main document for working with the brand. We also create abridged versions for special departments and contractors who don’t need the full version of the document, only the part they use to create their product. All materials are handed over to the client in the form of PDF files, but at the request of the client, we can publish a brand book in the form of a printed book. This service is optional; it is negotiated separately, and its cost will depend on the number of copies, paper quality, binding, and special printing effects.

The purpose of the stage: to create the final document from the content approved in the previous stages.

Essential specialists (2 employees): project manager, creative designer.

THREE REASONS to work with us on the development of a brand book

A SYSTEMIC APPROACH TO THE DEVELOPMENT OF RECOMMENDATIONS.
It is important for us that your brand looks systematic and is easily perceived by your customers.

WE DO NOT DELAY DATES.
It is unprofitable for us to delay them, since we, like you, plan our budget.

WE DO NOT DELAY DATES.
We create rules and recommendations and approve them together with your employees who will use them.

Brand book development price

As you can see, the creation of a brand book is a systematic and multi-stage project, which involves several types of agency employees with different competencies and functionality, who are responsible for different tasks at each stage. The price is determined by the tasks and content of the brand book. For example, the price of a brand book for a dairy products brand and for a gas stations chain will differ significantly. Because in the chain business, there are far more points of contact between the brand and the customers that need to be described in the brand book, and if the chain also operates in several formats, then this volume increases significantly.
The average price of a brand book (80-120 pages) according to the price research of Russian Branding Companies Association for 2021 was 443 703 roubles. The most expensive offer can reach up to 1 500 000 roubles.

There are also two more budget-friendly versions of a brand book on the market. They are more budget-friendly because they have reduced functionality. Neither of these versions describe positioning of the brand, its philosophy and communication model.

A logo book is the shortest system document. It only describes the logo without linking it to the corporate identity: proportions, color combinations, unacceptable use, and up to five examples of use. The average price of such a version starts from 80 000 to 100 000 roubles.
Corporate identity guidelines only contain a description of the logo and corporate identity: proportions, color combinations, unacceptable use examples, and up to ten cases of correct use examples.

In conclusion, I would like to quote Vladimir Kiselev, Marketing Director of Shchekinoazot:

«Order in the visual image creates a sense of order in production processes, and in the work of employees on the ground. Order is also associated with the confidence in the company that employees, as well as customers (as a reliable partner), and potential new employees (as a reliable employer) have.». — Vladimir Kiselev, Marketing Director of Shchekinoazot

That’s why it is only up to you to decide which version of your brand system document to order. And that choice is always determined by how you feel about yourself, your business, and your brand.

Do you want our help in creating a brand book for your company, product, retail or restaurant chain? Fill in the form and our experts will contact you within an hour.

Logo book

* Implementation period - 5 working days
*As part of logo development, as a separate stage.

Contains rules for using the logo (only based on correct examples):
- description of the proportions of the logo,
- security zone of the logo
- description of color solutions
- visualization of the logo on 5 points of contact

100 000 rub.

Corporate Identity Guide line

*As part of the development of a logo and corporate identity, as a separate stage.

Contains rules for using the logo and corporate identity:
- description of the main elements of corporate identity
- description of the proportions of the logo (correct and incorrect),
- security zone logo (demonstration of correct and incorrect use)
- description of color schemes (demonstration of correct and incorrect use)
- description of font solutions (demonstration of correct and incorrect usage)
- visualization of the logo and corporate identity at 10 points of contact

485 000 rub.

Brand book development

* Implementation period - 20 working days
*As part of a comprehensive brand development, as a separate stage.

Contains the rules for using the brand:
- description of the brand strategy
- description of the main elements of corporate identity
- description of the proportions of the logo (correct and incorrect),
- security zone logo (demonstration of correct and incorrect use)
- description of color schemes (demonstration of correct and incorrect use)
- description of font solutions (demonstration of correct and incorrect usage)
- visualization of the logo and corporate identity at 20 points of contact

600 000 rub.

If you want us to help you create a brand book for your company, product or distribution network or offer, fill out the formula and our experts will contact you within an hour.

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