“Good law is good order.”


With brand building, every step builds on the previous ones. So every time you build a piece of your brand, it should harmonize with all your previous choices. To make this easy:

Your decisions should be collected in a brand book.

Your brand book contains your entire brand identity:

  • Brand promise
  • Logo and logo variations Colors
  • Fonts
  • Icons & images

A brand book keeps your brand uniform.

The brand book allows you to keep your troops in line and quickly brief other parties on your brand. It also allows you to show off to your investors.

Perhaps the corporate brand books you’ve seen inspired some cynicism. Let it go. You don’t have to use the vanilla, one-size-fits-all, politically neutral prose, nor does it have to be formatted properly.

Heck, you don’t even have to call it a brand book. But write down your decisions, and collect them in one place.