Brand book vs guidelines: which one your business needs
A brand book holds the "soul" and strategy of the brand. Guidelines are the instructions for using it visually. They do different jobs but work as a pair.
Brand book: philosophy and foundation
It answers the main questions about the company. Inside: mission and vision, brand values, a profile of the target audience, the USP, and the voice and tone of communication.
Guidelines: visual instructions
A practical guide to using the graphic elements. Inside: logo usage rules, the colour palette (Pantone, RGB, CMYK, HEX), brand typefaces and layout templates.
Why both matter
- Without a brand book the team doesn't understand the shared goals, and communication becomes inconsistent
- Without guidelines designers and contractors use the logo and colours however they like
Who needs these documents
- Startups, to build a consistent brand from day one
- Growing businesses, where several departments work on the project
- Franchises, to keep one standard across every location