What is a brand book?
All companies have a brand, whether it’s evolved over time or consciously constructed at the birth of the business. At their core, a handbook or ‘brand guidelines’ dictate how specific elements of the company should be used within a marketing strategy, enabling employees to stay on brand.
These include but are not limited to:
- The correct use of fonts in marketing materials.
- Logo placement, specifically the correct colours, sizes and alternative options.
- Colour palettes for digital or print media.
- The tone of voice throughout internal or external communications.
- Approved images.
“We’re too busy for that!”
Employees all over the globe often bypass a company’s brand guidelines for various reasons, some genuine and some not so. Reasons include not finding the latest version, a perceived lack of time, or simply not knowing the guidelines exist. Working with Unilabs, we created a “most requested downloads” section, allowing popular documents to be front and centre of the portal, giving fewer excuses for staff not following brand guidelines.
Another key feature was the visual cues within the quick links menu. The use of image thumbnails far outweighs a dull and unengaging list of text, giving staff quick and easy pointers to the content they require.
A quality onboarding process is vital in retaining and nurturing a talented workforce. Having engaging and exciting brand guidelines can help to let new staff know the kind of business they’re joining. Benefits also include:
- Allowing staff to understand what makes your business unique.
- Making sure staff know how their roles help fulfil the company’s mission.
- Help turn your employees into brand champions.