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The Secret Ingredients to Grow a Healthy Brand

  • Writer's pictureAmanda Erzinger

Attracting and Retaining Ideal Clients with Brand Books

Updated: Jun 3

Ever heard the expression, "look good, feel good"? Imagine this….you have a beautiful well-thought business plan. You have your operations in order, caring leadership, and a customer service plan that makes you look polished….But your website leaves potential customers running out of the hypothetical internet door.

What happened? Well, you may need a brand look that reflects who you are and your business's purpose. Or even a brand book that narrows the look and feel of all the collateral you make.

⁠No matter how big or small your company, a brand book will help to keep you focused. Plus, having a comprehensive brand book saves time when creating marketing assets and campaigns for your brand.⁠

What is a Brand Book?

⁠A brand book outlines your brand's identity. It's a DNA blueprint with layers and pages upon pages of details, from the more general to the more intricate. ⁠

The goal is to create a clear vision of your brand, which is the driving force behind every marketing touchpoint. ⁠From competitive analysis to the mission statement, a brand book has a little bit of everything to help communicate your brand's heartbeat and create a strong bond with your target audience. Over time this customer connection will lead to brand loyalty.

Why Do You Have a Brand Book?

A brand book is the driving force behind every piece of collateral created. It should entail brand language, color palettes, fonts, audience, how to use logos, and so much more. The brand book goes much deeper than just good color palettes but taps into the psychology of your ideal audience and the most effective way to communicate to them on an emotional level.

One of the most important reasons to have a brand strategy is to stay CONSISTENT. These guidelines and explanations allow others to identify from a piece of collateral who you are quickly AND what you are trying to communicate to your audience.

Who Should Create the Brand Book?

Your brand book should be a collaborative effort between the people who know your business and a marketing agency that effectively communicates your business's goals and values. In a typical brand strategy creation process, many voices get to be heard, the business owner, the stakeholders (those who know the business very well), and the marketing agency that will design, curate, and piece the brand book together.

When Should You Update the Brand Book?

A good brand book will be able to stand the test of time; there may be some specific times when it is necessary to revisit what has been set in place and make some updates.

Here are two reasons to update your brand book:

  • If you noticed a significant market shift (such as several years have passed and some elements of your brand book have become obsolete)

  • If you have changed your business model in a significant way

A brand expansion can always be an excellent alternative to a complete brand refresh. This allows you to include new elements, language, and fonts, without having to throw out what has already been done completely.

Every big-name brand has a brand book, from Apple to Google and Starbucks, so if the brands we follow and stand behind have one, why shouldn't your business? To make sure you feel good and look good with your branding, reach your ideal audience, and create brand loyalty, having a brand book is the best way to ensure you check all those boxes.

To look at HALCON's work for numerous brands across the country, click here. And if you like what you see and are interested in your brand book, send us a message to learn more about how we can turn your business into a brand you are proud of!

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Nicole Powell

Meet Nicole Powell, an expert whose journey spans from Manila to the Midwest, helping businesses transform into profitable and brag-worthy brands with research, creativity and neuroscience. With a determination to uplift fellow entrepreneurs, Nicole draws from her experience and mentorships with industry leaders for the past 15+ years. Her mission is clear: pay it forward, sharing the knowledge and skills she's acquired to empower others.

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