A brand book must be easy to understand

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The task of a designer or marketer who develops a brand book is to make its structure and content simple and understandable for users. Complex graphics should not be overused. The document should reflect, first of all, the initial reference points. It is necessary to correctly place accents and try to avoid monotony in the presentation of the material.

3 Tips on How to Create the Perfect Brand Book

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A good brand book is universal. It investor leads should be designed so that any employee can understand the content, regardless of their level of access and awareness of work processes. For example, an advertising specialist, starting their career in a company, should quickly and easily study the key design ideas of the brand.

Set boundaries for working with the brand
Setting the framework is an important component of brand book development. The price of the issue is missed opportunities and creative ideas in case of too strict requirements or loss of brand uniqueness in case of too free and blurred boundaries. It should be remembered that the brand book accumulates the basic laws of image creation, it is only the starting point for the development of the company's product.

Where to order a brand book
By entrusting the development and creation of a brand book to an advertising agency, you can count on a high-quality, large-scale result. As a rule, specialists from such organizations have high skills: they execute the order quite clearly and in detail, delving into the specifics of the brand. But it should be taken into account: if you order a brand book from an agency, the price can be quite high. This is due to the specifics of teamwork and the costs of the contractor (rental of premises, salary, taxes, a certain level of service).

Another option is to outsource the creation of the brand (to a remote team or a freelancer). Quite a risky option, and also has some peculiarities of interaction between the customer and the contractor. It is quite possible that an important document will be made at the highest level and at a reasonable cost. However, there is no guarantee that it will not work out differently: instead of a brand book, there will be a mediocre, or even completely useless, presentation.

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Any manager who wants to get a truly worthy brand book faces a difficult task - choosing an executor. This is a huge responsibility - deciding the fate of the visual part of the brand. A way out of this situation can be organizing a competition for the work - and the responsibility is redistributed, and the level of skill of the executor can be seen in advance (designers applying for the order submit sketches).

Quite often the customer (regardless of who is entrusted with the creation of the brand book) faces a serious problem: the contractor does not understand what is expected of him in the end, he depicts “everything is wrong”. This is an alarming signal: probably, from the very beginning there was no full understanding of the task, the discussions were conducted formally. Alas, but constructively changing the direction of the designer’s thoughts in this case is difficult. As a compromise, an extract is made from the presented sketches, adjustments are made, options are added, which ultimately only increases the tension and prolongs the suffering of both parties.

How to protect yourself? It is necessary to draw up a contract when ordering a brand book. The document will guarantee 100% fulfillment of the terms of the project, even if there are any controversial issues between the customer and the contractor. It is preferable to choose design companies that, when concluding a contract, spell out any nuances, indicate the cost, terms (final and staged) of work.

It is important that the contract specifies measures of influence in case of non-compliance with the terms (fines, penalties). In this case, you can be sure: the contractor will try to do the work well in order to avoid sanctions.

When a freelance designer is assigned to create a brand book, a contract is concluded in extremely rare cases (almost never) - many of these performers do not even have the status of an individual entrepreneur. Therefore, all that remains for the customer is to take the specialist's word that the assignment will be completed within the specified time frame and in compliance with all requirements.