6 steps to create a brand book [avec exemples]

6 steps to create a brand book [avec exemples]

The development of its notoriety is a key phase in the success of a company. This notably involves the consistency of its image and the messages it delivers to its audience, regardless of the channel used. the brand book or brand book is the bible of business in terms of communication.

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This is where all the attributes that characterize the brand and that make it original are referenced. It also serves to unite teams around common values ​​and objectives. Here’s how to create an effective brand book in 6 steps.

Why create a brand book?

The brand book allows all employees of a company as well as third-party collaborators to be on the same page when it comes to creating content using a company’s brand identity.

1 – Development of brand identity

The creation of a brand book is the perfect opportunity for a company to take stock of its brand identity. Indeed, in order to build this document, questions such as:

– What is my brand message?

– How would I like to position myself in relation to the competition?

– What feelings would I like to arouse in my audience?

– What will my color code be? My visual identity?

Creating a brand book will help you develop your brand identity and how you want to communicate it.

2 – Brand identity and consistency

You may have multiple teams working on your brand, each with a different task. However, it is important for the consistency of your brand identity that these teams are aligned on the rules to be respected.

The colors used in your visuals, the font, or the tone used in the ads are all elements that set you apart from the competition that you will want to keep consistent on all your platforms. A brand book will help ensure that all collaborators are working consistently in this regard.

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3 – Smoother work

These same collaborators will have every interest in having access to a brand book because of its practical aspect. No need to write long briefings for each team, they will only have to open the brand book on the right page to find out which design or communication rules to respect in the project you have entrusted to them.

The brand book is essential to the success of the marketing strategy. It must tell the story of the brand and take up each of the key elements that characterize it down to the smallest detail.

1 – Present the brand

To present the brand, it is necessary to highlight several essential elements:

Her values

The brand’s values ​​bring together all of its societal, moral and ethical principles. They are often the reflection of the vision of its leader.

His mission

A company’s mission is simply its raison d’être and the way it intends to achieve its objectives.

His history

Evoking its history allows the audience to understand the genesis of the brand. It must be unique and faithful to reality so that the target can recognize themselves in it and appropriate it.

Its targets

This is about precisely defining the buyer personas and how the products or services offered by the company can meet their needs.

2 – Define the graphic identity of the brand

The graphic identity of a brand is based on a number of elements that must be carefully defined.

Its logo

The logo is the most important visual element of the brand. The brand book must specify its dimensions, its positioning as well as the different possible variations.

His slogan

This is the commercial hook of the company. The tagline may vary across different campaigns, but it should always be compelling and memorable. It is also essential that the link with the brand is easy to identify.

His baseline

The baseline is the company’s signature. This is usually a short phrase that reflects its positioning. Associated with the logo, it must be durable and well thought out to convey the right message to the audience.

Its typography

The typography, i.e. all the typefaces relating to the brand, must be specified in the brand book. Whether primary or secondary fonts, they must be defined in terms of size and spacing, and associated with different elements such as the logo, the baseline or the slogan.

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3 – Identify the brand’s editorial charter

The first step is to define the tone that will be given to the communication. Warm, light or even quirky, it must in any case make it possible to differentiate itself from the competition. It is also important to specify which type of tone should not be used.

Then, it is useful to remember the editorial rules of the company:

  • Should we focus on short sentences?
  • Should the familiarity be used to address the reader?
  • What will be the ideal length of posts on social networks?
  • What expressions should be banned from communication?
  • Etc.

4 – Design the brand book in the colors of the brand

It is wise to pay particular attention to the colors of the brand in the creation of the brand book. These must be chosen carefully and remain consistent across all media, as they are often the first thing the customer remembers. It’s not uncommon for a consumer to not remember a logo, but be fully able to relate a company to its color.

5 – Explain your choices

The brand book is an opportunity to explain the reason for the choices made by the company, both in terms of logos and typography as well as images or slogans. What is the origin of the brand? What is his story really? What elements have guided its different evolutions? It is very unifying to involve all the teams in its realization. In addition, the oldest collaborators may have interesting anecdotes to integrate.

6 – Disseminate brand guidelines

Of course, the brand book is intended to be communicated as widely as possible. It must therefore be quickly and easily understood by all. It must be pleasant to read, clear and completely consistent with the brand. The guidelines can be made available to readers directly online on a brand management platform such as Bynder or Frontify.

10 brand book examples

Here is an example of 10 well-known brands and how their respective brand books look like.


The World Wide Fund for Nature (WWF) is an independent organization which works for the protection of the environment all over the world. Its brand book takes up the history of WWF, its DNA, its missions, its values, its success stories and what makes the organization unique.

Access the WWF brand book.

WWF brand book


Very colorful and colorful, the brand book of McDonald’s highlights its products, its customers and its employees. He also reviews the essence of the brand, its positioning, its objectives and the evolution of its logos since its creation.

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Access the McDonald’s brand book.

McDonald's brand book


The Carrefour brand book focuses on the history of its successive logos, backgrounds and typographies as well as the style of images and the tone to be given to publications.

Access the Carrefour brand book.

Carrefour brand book

Coca Cola

Coca Cola offers a very complete, very colorful and carefully structured brand book. It begins with the history of the brand since its creation, then. it details the different logos, vision, mission and values ​​of the company. The last part is dedicated to consumers, products and guidelines, whether in terms of branding or communication.

Access the Coca Cola brand book.

Coca-Cola brand book


For its brand book, Starbucks has chosen minimalism. The company presents its logos, its colors, its typography, its illustrations.

Access the Starbucks brand book.

Starbucks brand book


H&M offers a very complete brand book. The first part is devoted to the company’s strategy (history, positioning, values, soul or even competitors). The second part is, for its part, focused on the development of the brand (logos, colors, typography).

Access the H&M brand book.

H&M brand book

jamie oliver

Jamie Oliver’s brand guide is very comprehensive. It includes all the elements supposed to appear in a brand book such as the values ​​and personality of the brand or the placement of its logo on its various products and the colors to be attributed to each of them.

Access Jamie Oliver’s brand book.

Brand book Jamie Oliver


Medium emphasizes the visual by detailing its various logos, the types of iconography, images or even typography to be used on the brand’s communication media.

Access the Medium brand book.

Medium brand book

Ben & Jerry’s

Ben & Jerry’s has chosen a colorful brand book with a graphic style in its image. He returns to all of its characteristics with a first part based on “Who they are” and “Who they are not” as well as the tone of their language. It then details the brand’s entire graphic charter.

Access the Ben & Jerry’s brand book.

Ben & Jerry's brand book

Nike Soccer

First of all, the Nike Football brand book captures the reader’s attention by playing the emotional card with numerous photos of footballers. It then resumes all the rules to be applied with regard to logos, slogans, colors or typography.

Access the Nike Football brand book.

Nike Football Brand Book

To go further, download this free e-book and cBuild your company’s brand image with social media monitoring and analytics.The keys to branding: how to build a brand image that embodies your DNA?

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