Definition: Brand Identity Guide

What is a Brand Identity Guide?

A Brand Identity Guide (also called a corporate identity guide or corporate identity manual) tells the story of your company's brand identity from A to Z. It describes your brand in words and images, so that everyone who has to work with it knows exactly how the brand should be communicated to the outside world. The Brand Identity Guide describes the core values and the mission and vision. It also contains your brand's (visual) brand guidelines.

The identity of a brand consists of several components, such as the name, logo(s), font(s) and color palette, which together contribute to the recognition of the brand. They also contribute to the experience a customer has with the brand and the impression it leaves behind.

In short, the brand identity, and its corporate identity manual, describes and owns everything about how the core of the brand should be translated to the inside and outside world.

Why do you need a Brand Identity Guide?

It is hugely important for a brand to have a unique, distinctive and recognizable brand identity. It is important that the brand experience and feel of the brand, reaches the consumer in the right way. This helps you stand out from the competition, get noticed by the consumer and leave a good impression.

An up-to-date Brand Identity Guide ensures that everyone working with the brand has the up-to-date information. The guide brings all elements of the brand together in one central place, thus ensuring consistent implementation. This, in turn, strengthens your brand.

It is also a good idea to make the brand identity guide (partially) public. This way you can share the core values and mission and vision with consumers, allowing them to see exactly what the brand stands for. This can create stronger brand loyalty.