Brand book
Describe your brand once; every piece of work reads it.
Twelve core questions. Tone, audience, phrases to avoid and visual preferences are defined once. The images, carousels, video scenes, plan items and chat answers made afterwards start from that definition — you stop writing tone notes into briefs.
- The problem
- Explaining the same brand notes on every new piece of work, and sending work back because they were missed.
- What you get
- Production that draws on one source and keeps the same voice even when the channel changes.
Who reads it
Say it once; let every production start from there.
Images, copy, carousels and video all read the same definition. You stop writing tone notes into briefs, because the brief is not what carries the tone — the book is.
How it works
- 01 Twelve core questions and no wizard — fill them in any order
- 02 Palette and typeface preferences go into production
- 03 Phrases to avoid are part of the definition too
- 04 The project activates itself once enough of it is answered
The other half of the definition
What you will not say is part of the definition too.
Most brand guidelines write down what to say. What actually breaks a production is usually the thing that should not have been said — so the phrases to avoid live in the book as well, and every production reads them.
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Revolutionary -
Game-changing -
Industry leader
Instead
One sentence that says what it does, with a number in it.
Brand book
Eleven tools, one account, one brand book.
You don't have to decide which one to start with — they are all inside the same workspace.
Trial credits come with the account.
