Are you struggling to keep your brand voice clear and consistent across all platforms?

If so, building a brand book can immensely boost your marketing efforts. In fact, data reveals that six out of ten companies credited consistent branding a 10% to 20% increase in their overall growth.

In this article, we’ll discuss the basics of creating a brand book and how to integrate it into your creative strategy. We’ll also look at a few stellar examples, including ones expertly crafted by our professional designers here in Penji.

Let’s dive right in! 

What Does a Brand Book Include?

Building a brand book involves curating crucial elements that guide your brand’s visual and communication strategies. 

Image licensed by Penji

That said, a well-structured brand book is a reference for internal teams, partners, and external stakeholders, allowing the brand to maintain consistency.

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Here are the usual brand book contents:

  1. Mission and Vision – The mission explains why your brand exists, while the vision provides a roadmap for where you’re heading. Though you’re not required to stipulate them in the brand book, make sure that they lay the foundation for how the brand communicates and evolves. 
  2. Logo Usage – Your logo is the face of your brand. That said, a brand book should outline how and where the logo can be used, including approved logo variations, sizing guidelines, and incorrect usage to avoid.
  3. Brand Color Palette – Include specific color codes (HEX, RGB, CMYK) for both primary and secondary colors to ensure that your brand is represented consistently across all platforms, from digital screens to printed materials.
  4. Typography – Define your brand typefaces, detailing which fonts are used for headings, body text, and accents, along with size and spacing guidelines.
  5. Visual Elements – To maintain a cohesive look, you can include imagery guidelines that cover the style of images, photography standards, and rules for graphic elements.
  6. Tone of Voice – Aside from design elements, your brand book may also include the tone and voice used in messaging. For instance, are using a formal, casual, or playful tone of voice? Being clear about this from the get-go will allow you to stay consistent across marketing materials, social media, and customer service interactions.

Brand Book vs. Brand Guidelines

Image licensed by Penji

Many use the terms “brand book” and “brand guidelines” interchangeably. However, there are distinct purposes:

  • A brand book captures the essence of your brand—it tells the story, explains your mission and vision, and provides an overarching framework for how your brand is presented to the world. In short, a brand book provides the “why” behind the brand.
  • Brand guidelines, meanwhile, are more about the specifics of execution. In fact, brand guidelines are usually included as part of a brand book. If the brand book offers the “why,” brand guidelines deliver the “how.”  

Awesome Brand Book Examples to Inspire

Here are a few examples of brand books to inspire you, including some crafted by our expert designers here at Penji:

1. Playful Color Blocking

Screenshots from Love to Ride

This visual identity guide for Love to Ride uses bold, playful color blocking with vibrant hues like teal, coral, and mustard, creating a dynamic and engaging feel. The geometric design elements, paired with simple bike illustrations, convey a sense of movement and adventure. 

  • Actionable Tip: Don’t shy away from using vibrant colors that reflect your brand’s energy.

2. Sophisticated Warmth

Image licensed by Penji

This brand guideline, created by Penji for My Kitchen, employs a rich, earthy color palette of deep maroon, beige, and warm neutrals. In addition, the inclusion of mood boards and business card designs ties everything together into a cohesive brand identity.

  • Actionable Tip: Include examples of how the brand guidelines are implemented on actual prints and other guidelines.

3. Iconic Minimalism

Screenshots from Starbucks

This Starbucks brand guideline highlights the use of its globally recognizable logo and signature green color, referred to here as Starbucks Green. Just as important, the brand book also includes a section on product photography, emphasizing natural lighting and minimalist setups, allowing the products to stand out against plain backdrops.

  • Actionable Tip: Focus on visual consistency across all elements, not just the logo. For instance, ensure that your product photography style aligns with your brand’s overall aesthetic.

4. Modern Simplicity

Image licensed by Penji

This brand guideline made by Penji for KOAR Cloud Solutions focuses on a sleek, modern design that incorporates clean lines and sharp edges. Meanwhile, the typography provides a contemporary feel, aligning with the brand’s innovative identity.

  • Actionable Tip: Ensure your brand’s typography matches the tone of your industry. For a tech or cloud solutions company like KOAR, using modern, sans-serif fonts such as Montserrat helps communicate innovation.

Frequently Asked Questions

Here are a few frequently asked questions among people building a brand book:

What is the difference between a brand book and a brand bible?

A brand book outlines a brand’s identity, including its mission, vision, values, and visual elements like logos and colors. In contrast, a brand bible typically dives deeper, offering more detailed, step-by-step instructions for maintaining brand consistency across all touchpoints. In short, the brand bible is more granular and specific in its guidelines.

What are the benefits of having a brand book?

A brand book ensures consistency in how your brand is presented across all platforms and serves as a reference for internal teams and external parties. Additionally, it helps streamline marketing and design processes, reducing confusion and allowing for faster decision-making.

How to make a brand guide?

Start by outlining your brand’s mission, vision, and core values to establish a strong foundation. Next, detail the visual elements, such as your logo usage, color palette, and typography, providing specific guidelines on how they should appear across different platforms. Finally, include rules for your tone of voice and messaging to ensure consistency in communication.

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