Why every business needs a brand book (and what it should include)

Designing a logo or choosing a color palette is just the beginning. A strong brand is built on clarity, consistency, and coherence across every touchpoint. That’s where a brand book (or brand guidelines) comes in – a practical tool that helps your team communicate and present the brand consistently, everywhere.

In this article, we explain what a brand book is, why it matters, and what every business should include in theirs.

What is a brand book?

A brand book is a document that defines how your brand looks, sounds, and feels. It outlines the rules and recommendations for using your logo, typography, color palette, tone of voice, and visual elements across all media – from Instagram stories to product packaging to investor decks.

It ensures your brand is recognizable, consistent, and professional – no matter who’s creating content.

Why your business needs brand guidelines

1. Consistency across every channel

Customers should instantly recognize your brand – whether it’s on your website, a business card, or a billboard. Brand guidelines keep the look and feel consistent.

2. Smoother collaboration with partners and teams

Whether you’re working with a designer, copywriter, or external agency – clear guidelines help everyone stay aligned from day one.

3. Easier to scale

Expanding to new markets? Hiring a new team? Your brand book serves as the go-to standard across locations and departments.

4. Saves time and money

Less back-and-forth, fewer revisions, and no need to reinvent the wheel for every new asset.

5. Protects your brand long term

It’s not just about visuals – it’s about building a brand system that stays consistent even as your business evolves.

What should a good brand book include?

The scope of a brand book can vary, but a strong one typically includes:

• Logo usage
• Primary and secondary versions, minimum sizes, spacing, and restrictions
• Color palette
• Core and accent colors with RGB, HEX, CMYK values
• Typography
• Font families, hierarchy, styles, and usage guidelines
• Graphic elements
• Icons, patterns, shapes, and principles of visual composition
• Photography style
• Mood, framing, filters, and imagery direction
• Tone of voice
• How the brand speaks – formal or friendly, playful or professional?
• Real-life examples
• Branded presentations, ads, packaging, social posts, and other key applications

At Palm Bureau, we create brand guidelines that are built to last. We don’t just put your logo and colors into a PDF.

We help brands:

• Define their brand essence: positioning, values, tone
• Translate it into visual and verbal language
• Package it into practical, usable brand guidelines
• And most importantly – make sure the brand feels consistent and confident across all platforms

Ready to bring structure to your brand?

Whether you’re launching something new or formalizing an existing identity, we’ll help you create a brand book that’s easy to use and hard to ignore.

Get in touch – let’s create a brand guideline that actually works for your business.