What Is a Brand Book? What It Includes, How It Differs From Guidelines and How to Create One
A brand book is the complete reference for a brand: who it is, what it believes, how it looks and how it speaks. It combines the strategy behind the brand with the rules for applying it, so anyone, from a new hire to an outside designer, can understand and use the brand correctly.
It is sometimes called a brand manual, brand bible or brand guide. The terms overlap, and agencies use them differently, but the idea is the same.
Brand book or brand guidelines?
The two are close relatives.
- Brand guidelines are practical rules: logo usage, colours, fonts, layouts. They answer "how do I use the brand?"
- A brand book includes those rules and adds the thinking behind them: purpose, positioning, personality and story. It answers "what is the brand, and why?"
A guidelines document can be 10 pages. A brand book is usually longer and more narrative. Our guide to what to include in brand guidelines covers the rules half in detail.
What a brand book includes
1. The brand story
Who you are, why you exist and where you are going. A short, human introduction that sets the tone.
2. Purpose, vision and values
What the brand stands for. Our article on brand values shows how to make them specific.
3. Positioning and audience
Who the brand is for and what makes it different. This is usually the positioning statement and a plain description of the audience.
4. Personality and tone of voice
How the brand sounds and behaves, with examples of right and wrong. See defining your tone of voice and brand archetypes.
5. Messaging
The core message, pillars and proof points. See the brand messaging framework.
6. Visual identity
Logo, colour, typography, imagery, graphic devices and layout principles, with clear dos and don'ts.
7. Applications
Stationery, packaging, signage, digital, social media, presentations and any other format the brand uses, shown in real examples.
8. Assets and contacts
Where to find logo files, fonts and templates, and who to ask for approval.
Why create one
- Consistency. Everyone works from the same source.
- Faster onboarding. New staff and suppliers understand the brand in an afternoon.
- Better decisions. The reasoning is written down, so choices are less subjective.
- Protection. A documented brand is harder to dilute as the business grows.
How to create one
- Finish the strategy first. A book cannot invent a position. It records one.
- Decide the audience. If it is mainly for designers, keep it practical. If it is for the whole team, tell the story.
- Collect real examples. Show the brand on real materials, not only mock-ups.
- Write plainly. Short sentences, no jargon.
- Make it usable. A web-based version is easier to search, update and share than a large PDF.
- Pair it with assets. Link downloads next to the rules.
- Test it. Ask someone who has never seen the brand to produce a simple item using only the book.
Format: PDF, web or both
- PDF: easy to share and print, but quickly out of date.
- Web page or microsite: searchable, easy to update and able to host downloads.
- Both: a short PDF summary linking to a live online version works well.
Common mistakes
- Making it a showpiece nobody uses
- Documenting only the logo and colours
- Leaving out the reasoning
- Never updating it
- Hiding it where staff cannot find it
Frequently asked questions
How long should a brand book be?
Small businesses can do it well in 15 to 30 pages. Larger organisations need more, but only include what people will use.
Who creates a brand book?
Usually the agency that built the identity, or the brand team in-house. Good books involve the people who live with the brand every day.
Is it only for large companies?
No. A short version helps any business that works with more than one supplier or has more than one person writing and designing.
Do you create brand books?
Yes, as part of an identity project. See our brand identity guide, or book a free brand consultation.
