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BRAND IDENTITY
Defining who you are
HOW TO BUILD A BRAND BOOK?
There are many ways to create a personalised brand book but the most important aspect is to keep it organised for easy access and as a point of reference for those involved in your brand building such as marketing who will need the detailed guidelines. Personally I keep all my brand books for clients in a dropbox for sharing projects with collaborators. I structure each one into folders for logos, typography, imagery, banners, communication, marketing, etc.
GET ORGANIZED
Dropbox is an online storage provider available for free or a monthly fee depending on the storage you need for your project
DROPBOX
BE SPECIFIC
Be as specific as possible while getting organised to define your brands journey, mission statement, promise, target audience, positioning, and platform, along with the visual identity in logos, colors, fonts, and instructions for communication. Before deciding on your brand name research databases of trademark registration for protecting your brand. Don't forget to check domain and social media availability before getting started. Also be very transparent while interacting with your wanted audience to accurately and further tailor the brand experience. Always consider how you want to be perceived by others? Are you colorful, playful, bold, creative, fun and quirky? Or maybe you are more modest, corporate stylish and sleek?
CHECKLIST
Keep it together
BRAND HISTORY
Background
Put together a paragraph of your brand journey and informations about its founder.
BRAND MISSION
Philosophy
Brainstorm your words of value and focus on nine of the most important ones to highlight.
BRAND PROMISE
Offer
List your product and brand assets in skills you possess to guarantee delivery to satisfaction.
TARGET AUDIENCE
Customers
Specify and describe your ultimate buyer in a persona with demographics and lifestyle.
BRAND POSITIONING
Price Point
How much is the cost of your product and the quality vs quantity of the production line. 
BRAND HOME
Location
Share platforms and venues where your brand lives and can be found interacting with its audience.
VISUALS
Non verbal communication
COLORS
The Palette
Always use a color scheme which empowers the tone of voice and message of your brand. Bright colors are visually appealing when they are applied on a white base. Neutral colors such as soft pastels are easy on the eye and have a calming effect. Use four colors or less to work with. A bright accent color can be used to highlight key elements to make a statement. However always keep the balance with enough white space.
FONTS
The Typography
The key element to choosing the right font for communicating your brand is contrast. At first glance you should always be able to read the content of your text.  Also it should be clear in which order of priority it is. Your headline is the largest font, subheading next, and then your body font. Align your fonts center, left, right, or evenly spread out your letter spacing, or increase the size of each word to have a uniform width.
LOGO
The Signature
A logo mark should have distinct character and be able to stand on its own. It travels the world to promote your message while making a clear statement. Usually typography is combined into a trademark. Depending on its purpose variations are crafted for use in different media. Elements like positioning, size, and colors are included in detailed guidelines for creating a uniform and consistent presentation in all channels.  
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