Brand book

A brand book guides and defines a company’s brand identity and positioning. It typically includes information such as the company’s mission and vision, brand values, tone of voice, and visual identity guidelines. The brand book is a strategic tool and like a message map it helps to ensure the consistency and coherence of the company’s visual and verbal identity across all touchpoints. Unlike a message map, it doesn’t necessarily specify audience-personalized unique value propositions, product positioning, and other important talking points