Why the Brand Book is a Game Changer
The biggest and best brands in the world: - Apple, Nike, Uber, Patagonia, and Beats by Dre- all have a consistent, eye-catching and unmistakable brand strategy and branding. The proof? You don’t have to look for a logo when you see a Nike ad, you just know it’s a Nike ad. The first step in getting your own brand to that level is to develop a strategy (why someone should buy your product) and evolving that into a brand identity (visual principles) your consumer will love.
A brand book is an outline of how your brand appears both internally and out in the world. It grants you more time, more consumer loyalty, and more product sales in the long run. At ONA, our experience is rooted in branding and strategy and we have established numerous brand books for our clients. Your brand book absolutely changes the game, because it streamlines communication and saves time, ensures consistency in your values and secures your presence as a recognizable force in the market.
streamline communications + save time.
Whether your brand is a well-funded female-led beverage startup or an established agritech corporation, there is infinite value in a unified team. Without a defined and agreed-upon strategic direction, you will end up having the same internal conversations over and over. Allowing messaging and visuals to change with your staffing. Finicking with outdated graphics. Posting a disorganized array of images.
A vivid example is found in this case study about the airline, Lufthansa. This global brand discovered that their app and website had completely different looks. Lufthansa’s app and web team were essentially digging through old files and creating brand identities of their own. How embarrassing.
Additionally, onboarding new partners can be arduous and time-consuming. A brand book is an incredible time-saver for companies that are fast-growing or often work with outside freelancers, agencies, photographers, brands, influencers, etc. It lays out everything an employee or vendor would need to know about a brand - from visual usage guidelines to key messaging, tag lines - all in one place. Our client, Brittany from Niyama Sol, pulled word for word language from the brand book to use for marketing campaigns, emails, social posts and their website.
Your brand book will keep everyone accountable to the same set of standards. One mission. One vision. One strategy. One identity. Same on the app. Same on the website.
2. stay true to your mission.
Your agency is your thought partner. They are there to help you make sense of your thoughts, and voice exactly what your customers are looking for. In developing a brand book, your agency will translate the core of your mission, so that it clearly informs every aspect of your brand.
Another client, Lettuce Grow, introduced a sleek new hydroponic growing system. However, their branding presented the product as just another gadget for gardening enthusiasts. We repositioned the brand in a way that drives home their core values and key messaging, which are to encourage people to lead healthier, more sustainable lives. Simultaneously, by highlighting these core values, we positioned Lettuce Grow squarely at the target consumer intersection of food, wellness and sustainability. A holistic lifestyle vs. a gadget. There’s a difference.
Oftentimes, with different personalities and opinions in the mix, it’s great to have a brand book to anchor creative differences. Investors, stakeholders, social media managers, PR agencies, marketing directors etc, can all work within the agreed-upon set of parameters. Your brand book sticks to your mission and trumps everything else.
3. be a recognizable force.
Your brand book defines your visuals- such as your logo, graphics, color, font, photography and so on. Color, for example, sets your brand apart immediately. If your brand has set colors it allows the product to take center stage. You can put your time and effort toward the things that matter for your business- product development, brand partnerships, ops, and sales - instead of on design. A consistent brand that has one mission and a compelling visual direction will make you appealing to investors, brand partners, potential employees, and external stakeholders.
When building a brand, even one with an innovative product offering, you should ask yourself why people will want to buy from you versus your competitor. A consistent brand identity will develop consumer trust, differentiate you from the competition, and allow you to be known by your audience.
In this day and age, branding matters more than ever. It is critical to the future success of your business to take a step back, and create a guide that nails down a cohesive brand and adheres to your values. Our client, Niyama Sol, expressed that their brand book is "hands down the best marketing dollars [they’ve] spent to date.”