The brand book

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Brand story and strategy pages

Lesson 7 of 18 in The brand book.

Brand Strategy For Designers: How to Get Started (Part 1) · The Futur
Lesson

The opening section exists to answer why, so that the rules that follow have a reason behind them. A designer who understands what the brand is trying to do can make good decisions in situations the document never anticipated.

the idealogocolourtypelayoutphotographyapplicationsmost people stop hereso put the rules they need before the story you enjoyeda designer opens this to answer one question, in a hurry
The order a brand book is read in, and where most readers stop.
A print supplier at a workbench flips through a thick brand book full of sunset and mountain spreads towards a thin back section showing one simple emblem.
A printer thumbs past spread after spread of sunsets and mountains to reach the thin section with the logo. The story pages are read once, so they should be short.
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  1. Question 1, locked

    A designer is unsure whether to promise next-day delivery in a campaign. Which line on the strategy page would settle it fastest?

    • We want every single customer to feel properly looked after
    • We aim to be the brand that people in our city love most
    • We are not the cheapest and do not compete on speed
    • We believe that great design can change everyday life
  2. Question 2, locked

    A team has drafted twelve spreads of brand story for the front of its brand book. What does the lesson advise?

    • Keep all twelve, since story is the part readers enjoy
    • Cut it to two or three spreads and keep it first
    • Move the whole story to the back as an appendix
    • Split the twelve spreads across every chapter
  3. Question 3, locked

    A positioning statement sounds wonderful in the investor pitch. Why might it fail on the brand book's positioning page?

    • Pitch language is too plain for a brand book
    • Positioning belongs in the logo section instead
    • It is too short to guide a designer's choices
    • Nobody can apply a line written for a pitch

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