The brand book

Member lesson

Write it for someone in a hurry

Lesson 2 of 18 in The brand book.

Lesson

Almost nobody reads a brand book front to back, and every brand book is written as though somebody will. The actual readers are a printer checking a colour build, a freelancer told to make six social posts by Thursday, a new hire making their first deck, and a partner's agency that has never met you. Every one of them wants one specific answer, wants it in under a minute, and will guess if they cannot find it.

An ink drawing of a freelancer at a café table reading one guideline page on her phone beside a laptop, with a thick bound brand book lying closed next to it.
A freelancer checks one rule on her phone, the thick book shut.
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Check what stuck

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  1. Question 1, locked

    Which of these words means this? “Someone with a deadline, looking for one answer, on a phone. Not someone reading a book.”

    • Scale table
    • Brand book
    • The reader you have
    • Specimen
  2. Question 2, locked

    Which of these words means this? “Whether the rule can be located in thirty seconds. The single strongest predictor of whether a guideline is obeyed.”

    • Findability
    • Applications
    • Awkward case
    • The system
  3. Question 3, locked

    Which of these words means this? “The one line saying why a rule exists. Rules without it get overruled by whoever is most senior in the room.”

    • The reader you have
    • Worked example
    • Rationale
    • Version

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