When you think of a strong brand, what's the first thing that comes to mind?
Maybe a logo, colours, tone of communication, or the overall style in which it presents itself. Whatever it is, it's no coincidence. Behind the success of recognizable brands are clear rules and a consistent visual and content identity. And that's what a brand manual takes care of.
What is a brand manual, and why does it matter?
A brand manual (also referred to as a brand book) is a document that defines how your brand should look, sound, and feel to your customers. It helps maintain a consistent brand identity across all channels—from websites and social media to print materials and advertising campaigns.
It can be simple or comprehensive, depending on how complex the brand is and how widely its communications are used. And watch out! Don't confuse it with a graphic manual—the latter focuses primarily on the visual part of the brand. I wrote about the difference between the two documents in my article Graphic Manual vs. Brandbook.
What should a good brand manual contain?
Every brand manual should be practical, easy to understand, and easy to use. It shouldn't just be a "must-have document for the drawer," but a tool that actually makes the work of graphic designers, marketers, and anyone working with the brand easier.
Key sections include:
1. Logo and its use
- How to use the logo correctly (main and alternative versions)
- What modifications are prohibited (e.g., colour changes, deformations)
- Logo protection zone
2. Colour palette
- Primary and complementary brand colours
- Specific colour codes (RGB, CMYK, HEX) for digital and print use
3. Typography
- Main font for headings and body text
- Alternative fonts for specific cases
- Rules for use in different materials
4. Graphic elements and visual style
- Icons, illustrations, photographs, and other elements used by the brand
- Rules for their use
5. Tone of Voice – how the brand communicates
- What tone of voice do we use to speak to clients? (informal, professional, friendly?)
- What phrases and words do we prefer? (And vice versa—what do we avoid saying?)
- Examples of communication in different situations (social media, customer service, or emailing, including newsletters or personalised offers)
6. Use on different platforms
- How the brand looks and communicates on the web, social media, in print, or in advertising campaigns
- Specific rules for different formats
Why can't you do without a brand manual?
- It maintains consistency – Your brand will appear professional and recognizable.
- Builds credibility – People will more easily remember a brand that is consistent and well thought out.
- Makes collaboration easy – Whether you're working with graphic designers, marketers, or agencies, everyone will be clear on how to use the brand.
- Saves time and energy – Instead of constant explanations, just refer to the brand manual.
- Helps the brand grow – As the brand evolves, opens new markets, or changes strategy, a brand manual provides a solid foundation.
Conclusion
A brand manual is not just a "pretty document." It is the cornerstone of a strong and stable brand. If you don't already have one, it's time to create it! What's more, managing your brand manual is made easier by the BrandCloud platform, where you'll have all of its components together and ready to share with those who work with you.
