For a company engaged in economic activity, an important component of running a successful business is to have your own marketing plan, which includes a number of conceptual goals and symbols that distinguish it from competitors and promote the brand.
Today, the development and maintenance of the brand is the most significant form of marketing policy pursued by the company. The basis of a trademark, as well as its constituent components, such as a slogan, logo and rules for their use, contain brand books. There are a lot of well-known companies that have achieved success through a competent marketing policy, including through the use of their own marketing guide: Apple, Nestle, Toyota, Coca-Cola…
What is a brand book
Brand books are a significant part of the marketing policy of any organization, they describe all aspects of the market modeling and presentation of the organization, itsgoods, and its employees and property to the public.
Brandbooks, examples of which can be found in the article, generally show that this is a book containing information about the organization, logo, trademarks, describing the product or service that the company produces. The publication includes all information regarding the rules for using the logo, slogan, creed and other objects of intangible property of the company.
To put it simply, the broadest definition of a brand book is the source of a company's corporate identity. Depending on the marketing objectives, more detailed information is included in the corporate identity.
Why do we need brandbooks
The idea of creation stems from marketing considerations: the company creates a plan that is embodied in the form of a brand book and is aimed at capturing market positions and then retaining them. Brand books, examples of logos, slogans, advertising, and other values related to the corporate identity of an organization constitute its intangible property.
Given that the publication of the brand serves a cost-effective purpose, it is fair to consider it a valuable property of the company, which contains its "know-how" and reveals the essence of the trademark.
According to the brand book, a marketing policy is built and implemented, expressed by the following functions:
- Product and company identification - corporate identity creation.
- Systematization and optimization of product advertising through corporate identity.
- Optimization of future financial costs for marketingresearch.
- Saving money and time on the development of individual elements of the image of the product and organization.
- Setting the rules for using the brand, logo and other corporate identity elements.
It is worth noting that the template of a branded publication can be very diverse, and therefore the content may vary, depending on the real goals and objectives of the company.
Who needs a brandbook
The book is a description of a whole brand on the market, so it is necessary for all professionals who are responsible for product and company promotion, public relations, advertising, etc. We can say that many people need brand books. Examples of such speci alties and positions:
- Management and management personnel: they must carry ideological motivation for all employees of the company, so the need to know and properly manage their own corporate identity is obvious.
- Marketers and advertising agents: their tasks include conducting market research and preparing targeted programs for the consumer, they use information about the rules of brand promotion.
- Public relations staff: their main task is to publicly defend the interests of the organization. The primary requirement for them is loy alty, professionalism and compliance with the internal rules of the organization.
- Sales staff: their main goal is to increase the effectiveness of sales programs. In myturn, this activity requires trademark awareness as well as sales principles.
As experience shows, brand books of well-known companies contain information that relates to almost all aspects of the internal and external policy of the organization: from the dress code of staff to the appearance of product packaging.
Principles of creating a brand book
In order for the corporate identity source to be suitable for its functions, it is necessary to carefully consider its content. Marketers agree that it is the book about the brand that solves a multitude of problems, and is also the primary condition for brand promotion.
The company's brand book is compiled based on the following principles:
- the concept of the company should be indicated, its position in the market should be defined, and the strategic goals to which it aspires should be given;
- information should be concise and structured into sections;
- rules for using corporate identity should be a universal parting word for solving problems in various conditions;
- information is clear and unambiguous for all users;
- the information provided should be practical and not just an addition to the company's image.
Brand book content
There is no definite order in which the corporate publication of the company is filled in and issued, however, in the course of the evolution of marketing, as well as with the experience of large companies, a popular template stands out with a singlefragmentation. A brand book, the cost of which is estimated in practice (by usefulness), should fully describe the rules for promoting and using corporate identity, taking into account all kinds of scenarios, and be a universal guide.
As a rule, filling occurs according to the following plan:
- Company mission.
- Basic brand elements.
- Corporate information.
- Technical information about the logo, website, points of sale, etc.
- Advertising: rules for its placement, templates.
This is not a complete content, but only the main sections that can be expanded and supplemented as needed.
Brandbooks: examples of well-known companies and their features
Companies that are deserved market leaders in a particular segment are distinguished by a high degree of development of corporate rules and principles. The largely recognizable and catchy look of many of these companies' trademarks is a feature that the brand book provides. Logo, motto, audio and video attributes, advertising - all these elements are described in it.
You can not ignore the corporate image of Apple as one of the top brands in the world. It contains a lot of corporate information, principles for creating and selling products, and also describes the requirements for selling companies.
Nike's brand book is remarkable. Created in 2012, it is an example of a compact yet informative guide. It expresses the brand's mission, design principles and advertising requirements - everything is simple and to the point.
The notorious Coca-Cola also features an original and worthy edition dedicated to its own branded line. It includes a detailed description of the company's philosophy, details of the logo and other visual elements of the trademark, as well as advertising rules.
Examples show that the successful solutions used in the brand books of these companies allow achieving high results. Moreover, the promotion of large brands is impossible without its use. It not only contains an ideological parting word, but is also a significant source of information for promoting the product and the company.
Where can I order and how much does a brand book cost
Today, the creation of a corporate book is an important step in the development of the company. Its presence proves the ideological value and independence of the brand, and is the foundation of all corporate relations.
"The cost of a brand book" is a popular question asked when deciding to create a brand book. The average cost is from 15,000 to 20,000 rubles, and the exact value is determined depending on the requirements for the publication and its content.
Brandbooking is done by creative agencies: they provide a wide range of brand development services. Specialists will prepare and present a brand book template, which will be compiled taking into account all the wishes of the client. It will contain information about corporate identity and allow you to manage it.
