BRANDS AREN’T MADE IN BOOKS
Most organisations have a brand book, which clearly outlines the fundamentals of the brand. However, a neat list of characteristics included in a brief doesn’t guarantee cohesiveness when a brand is placed in the hands of your agency partners.
“People often fool themselves into thinking that they understand the brand, because they have the brand book, but all they understand is the rules, not the thinking behind it,” says Giannoulis.
“Usually the brand book is about the visual identity guidelines, but often they do not explain what a brand stands for and how it should make audiences think and feel.”
Quite often, these brand books are bequeathed from one marketing manager to the next, which means the original story and thinking behind the brand might become lost.
“Brands can get unstuck a few years down the track when new staff, who weren’t involved in the original conceptualisation, try to interpret what the brand stands for from vague guidelines in a book. Add to this, both they and their agencies trying to put their own spin on it.”