Create Your Businesses Brand Book

For example, if you are driving along the expressway and you see the billboard below would you know what business the sign is advertising? Of course, this billboard does not mention McDonald's and doesn't even have their full logo on it but you would instantly know there is a McDonald's at the next exit.  By creating, and using, consistent branding throughout all of their advertising channels as well as in their stores McDonald's is able to advertise without even mentioning who they are anymore! Imagine trying this with your business - would people think of your business if you didn't tell them? 

A brand book should be shared throughout the company and with partners in order to maintain consistent delivery of the brand. The brand book will provide the information needed to help deliver consistent branding and marketing throughout your business.  For example a brand book can give guidance on which logo to use on a light or dark background, ensure brand colors are used consistently and that the right font is being used (see below!)

The brand book will also provide guidelines to departments outside of the creative wing. This gives non-creatives something to reference and influences consistency throughout the company.  We've all done it and seen it, you need to make a sign or create a quick powerpoint presentation for a presentation and the different fonts and colors just start calling your name - before anyone can stop you you've made the cardinal sin of graphic design and used Comic Sans!!!! By referencing the brand book this could have been avoided because you would already know the font that you should be using to be consistent with the business.