Ask Google what a brand bible looks like: (example of what’s out there)
Questioner:
I have recently been asked to develop a "Brand Bible". While I've seen these at conferences, I don't have a sample or outline to follow. Does anybody have any recommendations on this front?
If it helps, we are a US based company doing business in Southeast Asia so if there are international concerns, your thoughts are appreciated.
Desired deliverables:
1). Thoughts on brand bibles
2). Template for building our own Brand Bible.
Responder:
What Is the product? Are you looking to create guidelines for logo usage, and core styles, etc?
Questioner:
The product line is composed primarily of consumer products. It is a very large brand entering a new marketplace. Items such as toys, branded personal care products, DVD, music, etc. It is very broad. We are looking to create a complete brand bible. Logo usage and core styles are part of it. Does the "bible" normally include brand concepts and visions as part of the format?
Responder:
Don't call it a brand bible in SE Asia! Consider brand guidelines or even simply "the brand book".
Make this electronic and ensure that you and the users can update it easily. Include a paragraph on the purpose or objective of each section and why it is important to the company and the user in language that they can understand (not corporate-speak but "what's in it for me")! Use a lot of DO and DON'T tips that quickly summarize the "rules".
This document should include the following:
highlights of the brand
history
philosophy (positioning)
summary of market research findings
corporate image standards
logo, font*, style guidelines (size, proportion, colour palette**, how product shots are taken, what icons can be used...)
* some fonts that convey a particular image may not be relevant in SE Asia
** pantone is not the only standard out there - make sure you include equivalent local standards as well as the colours for different media
any standards around page layouts (keep international sizes and formats in mind)
rules surrounding cross-promotions, sponsorships, affiliations, charitable donations
I would suggested having PDF templates of the following to make it easier for everyone:
presentations/sales pitches
packaging guidelines
consolidated marketing literature including historical marketing for reference
advertising guidelines
dealer support material available: digital ads featuring logos in B/W, on dark background, on light background, different logo orientiations, multiracial photos, bank of copy material customized for regions --> British English vs American English
promotional material and how to source it or order it from a central location
trade show standards, booth designs, booths that are available and how to book/reserve one
web standards, cross-linking standards, use of content by customers...
Common mistakes to avoid:
- legal/letter size vs A4
- words like hoarding and flyover vs billboard and overpass
- ethnocentric images/copy
- newspaper ad styles
- giving examples of the approved way without showing examples of the NON-approved way
- not involving local marketers in the development of your book
- neglecting to keep the head office marketers in the loop
Questioner:
Thank you for the excellent feedback. This is a great start. Does anybody have a sample that I can see? This is a great outline, but seeing one in action would also be beneficial. If this needs to remain confidential, please let me know how I can obtain it privately.
Different Responder:
I found one for you after doing Google search for brand guidelines, It’s almost the same what I made it for my company, hope this will help you.
http://www.jerseyroyals.co.uk/brandguidelines.html
Note: The above question/answer has a good example of a how to construct a brand bible for a corporate logo. The brand bible you will construct will be for your brand narrative.
