When the agency first started out, our clients wanted to know how to produce business cards and headed paper. We had to define their brand identity and logo. As well as the exact number of millimetres to leave between the edge of the paper and the start of the writing… That was then! The most momentous graphic charter we ever produced was for Royal Air Maroc (for branding tickets and planes!). But today, brands use brand books to recount their history and reveal their different facets.
They comprise a timeline of people and products, their values, their mission and vision, define their editorial line. A collection of words that will be used by the brand in all its communications – website, social networks, flyers, photographic style… And we, of course, help these brands to redefine their identities.
We have already developed identities for Rachel’s in Ile-de-France (catering, patisserie/bakery products, fine grocery products and snacks). As well as for the Toinou oyster bar and restaurant in Aix et Marseille. No to froget Zorbas (bakery, restaurants, caterers) in Cyprus, the Bayard potato producers in Picardy and Combier Saumur distillers. Or yet the ice-cream makers ZéroDegré in Paris and the Jean-Michel Lorain Group (a Relais & Chateau hotel and restaurant)
What purpose does a brand book serve?
A brand book encompasses the entire brand identity in a single document and can be used for marketing purposes. By community managers as well as by PR, communication or design agencies… It’s a vital branding tool! The brand book is useful to anyone who needs to produce tools or content: newsletters, stands, press conferences, posts for social networks, etc…
The brand book describes the use to be made of basic graphic elements (logo, emblem, colours, font, goodies, etc), it outlines the brand’s history and DNA. It also describes the brand’s graphic environment and key words to be used in association with the brand. It is a tool that is used in best practices, internally and externally. It’s the guide that will help integrate new recruits and unite parties over the tone to be adopted and brand basics.
Creating a brand book involves consulting every level of management. It is the key to efficient management (as long as it covers all the management levels and if it is presented to all a company’s employees in due course). The brand book is a reflection of the brand itself. It cannot resolve organizational problems, but it should help to improve relations as strengthening a brand involves strengthening relations (particularly in today’s Millennial era). So, time to reach for your brand books!