Do you think your brand communicates inconsistently? Do you think your logo is used differently on each social network or the colors are not the same in your graphic pieces?
If any of these questions sound familiar, then you urgently need a brand manual. Also known as a brand book, this document is key to maintaining a professional and consistent visual identity across all channels.
What is a brand book?
A brand book is a guide that defines the visual and communicative elements of your brand. It’s like the instruction manual of your identity: it tells you how your brand should look and speak in any situation.
Many people Google “how to make a brand book” because it is an increasingly essential tool for businesses that want to stand out in a saturated market.
Why does your company need a brand manual?
Here are some examples of the most relevant reasons why it is important to have your own brand manual:
- Visual consistency across all your channels.
This goes from your website to your social media posts, from business cards to packaging: everything should look like part of the same brand. The brand book avoids inconsistencies that affect your professional image.
- Save time when working with designers or agencies
When you have already defined your logo, color palette, typographies and rules of use, any designer can work with you without reinventing the wheel.
- Strengthens brand recognition
A visually coherent brand is easier to remember. Think of brands like Coca-Cola, Apple or Nike: we all recognize their style instantly, and that is certainly not a coincidence, it is a strategy.
- It helps communicate your values
A brand book not only includes the visual part, it can also define the tone of voice, the communication style, and even the brand’s mission and vision. This way, everyone will know how to speak on behalf of your company.
How to make a brand book step by step?
Here’s how to create a basic but functional brand book:
- Logo and variations
Include the main logo, secondary, monochromatic, horizontal or vertical versions, and define when to use each one.
- Color palette
Place the main and secondary colors of your brand, with their codes in RGB, CMYK and HEX.
- Fonts
Define the fonts for titles, subtitles and body text. You can also include alternatives for web use or if a free font is required.
- Visual style
Here you can show examples of how your designs should look: use of photographs, illustrations, iconography, margins, hierarchies, etc.
- Tone of voice
Define whether your brand speaks in a formal, approachable, funny, technical, etc. way. And give practical examples of how it should be expressed.
- Incorrect uses of the logo
Clearly show what not to do with your logo: change colors, stretch it, rotate it, use it on backgrounds that opaque it, etc.
- Real applications
Add examples of how your brand looks like in cards, social networks, packaging, banners, etc. This helps to visualize the system in real use.
So, is it worth creating a brand book?
Absolutely yes!
A brand book allows you to build a solid, professional and reliable image. And the best part: it saves you trouble and ensures that anyone who works with your brand, does so along the same lines.
Need help creating your brand manual?
At Lyon agency, we create custom brand books that elevate your image and professionalize your brand from the heart.
📩 Request your free consultation and discover how a brand manual can help you sell more and position yourself better.
