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Key Elements That Should Include Your Brandbook

By Contributing Author

Your company has a brand book which dictates its style and carries its signature. Your personalized brand book helps you to keep your marketing and promotional activities in line with your company.

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The brand book goes by various names like brand style guide or brand guidelines. Whatever the name is, they all are meant to help the team stick to the brand name and work for it.

What is a Brand Book?

Simply saying, a brand book is the guidelines of how your company works. It is a set of rules and regulations regarding the company. It features guidelines of how all the departments must function. The basic layout of a brand book includes the following:

  • The history of your brand and how the company started. It must also include the objectives and the views of the company.
  • A brief introduction to the products or services offered by the company.
  • The logo of the company along with the tagline used by the company. You may also describe the logo and the tagline used (the reason behind it or the motivation to create it).
  • You may also include the incorrect logos you made and the corrections of the same.
  • The color combination chosen by the company and if there is a specific reason behind it, please mention it as well.
  • The design specifications of the company.
  • Additionally, the business card design is also present in the brand style guide. Your business card is the first impressions of your company in the viewer’s eyes.

Importance of Brand Book

The brand book is immensely important when it comes to the image of the company among the public. The image your companies carries depends on how to design it and what people perceive it. Well, how your customers see it depends on the brand book. Let us scheme through some other important factors of your brand book:

  • The personality of your company is defined in the brand book;
  • Brand loyalty is greatly impacted by the elements of the brand book;
  • Nowadays, due to increasing legal issues brand book also works as an official document;
  • Communication is the essence of every successful business and thus, the brand book plays the key role of binging success to the company by effective communication.

Key Elements of the Brand Book

Company’s success would also depend on what you include in the brand book. Simple putting the facts would not help. Of course, every brand book is different, and it depends on the company it is representing. There are certain elements that should never be missed:

1.  Company objectives

It might sound quite easy to write down what the mission of the company is. You need to consider your options of how to write it. It must be catchy, motivational, and revitalizing.

The vision of the company must look like it is a part of everyone’s life and that the company is working not only aimed at the profits, but it is also working towards humanity. Make sure to add the environmental issues that the company is addressing.

2.  Ideal Clientele

It would be a good idea to describe your target audience in the brand book. The qualities along with their personal interests is what your brand book should contain. You must include a market research survey based on your customers and add that to your brand book. All the information retrieved must be written in those guidelines.

3.  Your brand

This is one of the most important and most difficult elements that you must include. When you are describing your brand, you must be very specific and to-the-point. The personality of the brand and your outlook is what people will look at. You might want to use some heavy adjectives here instead of the simple ones like sophisticated, traditional, or formal.

4.   Logo

This is a graphic design created, especially, for your company. It is the sign of your brand. For example, Nike goes with a tick. As already mentioned above, you may add the whole process of reaching this logo instead of adding the logo.

Additionally, it is worthwhile to describe the process in your own words. You may also mention why the previous logos were not accepted and why the current logo is perfect.

5.  Font

The style of writing in your brand book also affects the image of your brand deeply. The font you are selecting should be clear, unique, understandable, and readable. If you select a font which looks nice but is not readable, it makes no sense to the customers.

Also, make sure the presentation of the text is neat and tidy. Leave spaces between texts and do not add a paragraph of 10-20 sentences. Have short and concise text.

6.  Email signature

Email signature is one of the crucial parts of business emails as employees send hundreds emails per day. That is why it’s important to include email signature guidelines that will describe font, color, which contacts to add, how to use logo or email signature banner.


Those are the fundamentals of your company in the form of a book. There are various other things in the brand book where you must pay attention to like the images or the color combination.

What attracts the customers is the color palette. Therefore, you must be careful before picking. It should be in line with the company’s policies. Also, be careful with the email signature because it is directly associated to the brand loyalty.




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