What is a brand manual and why is it important to have one?

A brand manual is a document that outlines the guidelines for the use of a brand's visual and verbal identity. It is a tool that helps ensure consistent branding across all marketing materials and communications.

Here are some examples of information that might be included in a brand manual.

  1. Brand positioning: A statement that defines the brand's unique selling proposition, target audience, and core values.
  2. Brand personality: A description of the brand's character and tone of voice, including its values, attitudes, and target audience.
  3. Your Zone of Genius: Everything that sets you apart and makes you different.
  4. Soul clients: All the needs, desires, and description of your target audience.
  5. Brand messaging: A set of key messages that capture the essence of the brand and are used consistently across all marketing materials.
  6. Logo: Detailed guidelines for the use of the brand's logo, including its size, placement, and color palette.
  7. Typography: Detailed guidelines for the use of typefaces, including font choices, sizes, and hierarchy.
  8. Color palette: A set of color guidelines that define the brand's primary and secondary colors, as well as any special colors that may be used.
  9. Imagery: Guidelines for the use of imagery, including the types of images that should be used and how they should be styled.
  10. Social media: Guidelines for the use of social media, including tone of voice, posting frequency, and engagement strategy.
  11. Marketing materials: Guidelines for the use of marketing materials, including brochures, business cards, and other promotional items.

A brand manual outlines the guidelines for the use of your business brand assets, such as your values, tone of voice, brand archetypes, brand position, logo, color palette, photography guidelines and typography.

It's important to have a brand manual because it helps ensure consistency in how the brand is represented across all marketing and communications materials.

This consistency is important because it helps to build recognition and trust with customers, and can ultimately contribute to the success of the company.

What are great examples of brand manuals

Some examples of well-known brand manuals include those created by companies like Apple, Nike, and Starbucks. These brand manuals provide detailed guidelines for the use of the company's brand assets, including examples of approved and unapproved uses of the logo, information about the company's color palette and typography, and instructions for how to create marketing materials that are consistent with the brand.

These brand manuals are important because they help ensure that the company's brand is represented consistently, which can help to build recognition and trust with customers.

Here you find the brand manuals of

Coca Cola



What can you find in a Brand Manual

A brand manual typically includes a variety of information and guidelines related to the use of a company's brand assets.

 This can include information about the company's mission and values,
an overview of its target audience, and detailed guidelines for the use of the company's logo, color palette, and typography.

The brand manual may also include examples of approved and unapproved uses of the company's brand assets, as well as instructions for creating marketing materials that are consistent with the brand.

Additionally, a brand manual may include information about the company's tone of voice and messaging guidelines, to ensure that all communications are consistent with the brand.

Part of the work we do together is creating your brand manual for you or with you.

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Esther de Charon de Saint Germain is the Branding Queen, a business strategist, transformational business coach and a very Wonderfully Weird ADHD star. She's a bestselling author of books like the The Wonderfully Weird Woman's Manual'. Her business is founded in over 25 years of intensive branding and marketing experience with Fortune 500 brands as well as the European Union, Museums, Air France /KLM, and NGOs.
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