A branding style book is a guide of rules and standards for a company’s brand or identity. Creating a meaningful brand is essential for the success of any company. The branding style book is what will shape the brand in all applications and will protect it from misuse.
A product or service can be branded in several ways, many of which can be incorrect. The brand serves many functions such as creating a relationship with a target audience, differentiating the company in the marketplace, telling a story, or creating a visual image associated with the company or product. A branding style book protects the brand and gives specific guidelines on how the brand, trademark, logo, etc. can and can not be used. This creates a streamlined image and cohesive voice for the company in all of their communications. Having cohesion and consistency allows customers to trust the brand and trust the company.
A branding style book sets the standards and rules for anyone who will take over from the original designers. This can include company managers, employees, vendors, customers, media, contractors, freelancers, franchisers, and anyone else who is involved with the organization. A company’s brand extends further than just its logo, and that is why it is important to have a defined style system so that all communications are giving the same message and representing the company in the best way possible.
Each branding style book will follow a similar format but may include variations of the information below:
Strategic Brand Overview: Explains what the purpose of the brand is, what it stands for, and the vision for the brand. This is important so that anyone reading the style book knows what the brand is trying to accomplish and will know why it is important to follow the brand style guidelines.
Logos: Shows the appropriate variations of logos including size, composition, colors, usage do’s and don’ts, spacing specifications, and fonts.
Typography: Typefaces which are appropriate for the brand as well as size.
Tone of Voice: Guidelines for copywriting to ensure one voice and one personality for the brand.
Imagery: Defines what imagery is to be associated with the brand such colors, 2d vs. 3d, key ideas or concepts
Web: Guidelines for web design, sometimes written as a separate style book.
Examples: Show proper use of logo, copy, slogans, photography, and illustrations together in a composition.
A major benefit of the style book is that it saves time, money, and effort for anyone involved in marketing communications. By having a style guide, the guess work is taken out of creating collateral and will prevent your brand or message from taking on an unprofessional image. People in an organization who are not trained in graphic design may make aesthetic decisions that could confuse the target audience, or conflict with the brand’s style system.
In order for the branding style book to be effective, it must be endorsed by top level leadership and enforced throughout the entire organization. Building a solid, recognizable brand is not easy, but managing the brand and ensuring its longevity can be difficult. This is why the branding style book can be very useful in creating a successful future for the brand.
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