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Brand book and corporate identity

Brand awareness and competitiveness. Guaranteed.

In order for general public to recognize a company visually, perceive it as a unity and for the company to create an easy-to-recognize image, the latter should invest in the corporate identity. What does creating a corporate identity mean? Can a company do without it? What are its advantages? These and other questions are answered by Konsaltika’s specialists.


Developing a corporate identity means creating a recognizable visual image of a company based on specific design patterns, branding-related events, etc. It can also be called corporate style.

What does it include?

Ideally, a company that has a strong corporate identity perceives itself and is perceived distinctly from its competitors, and its goods and services, all its output, interior and exterior design – everything clearly speaks about this one company. It can be done with the help of graphics, color palettes, text.

Thus, the system includes:

  1. a logo;
  2. a trademark;
  3. typefaces and fonts;
  4. colors, hues, color scheme, color palette.

How to use

When the corporate identity is created, the company can use it for:

  • its products (the logo, color scheme);
  • packages;
  • advertising (any type);
  • employees’ uniforms, badges;
  • corporate envelops, headed paper, other stationery:
  • souvenirs (cups, mugs, calendars);
  • office décor.

When do you need a corporate identity?

There are two contradicting points of view on that. Adherents of the first one believe a corporate identity and brand creation should be commissioned right upon the registration of the company. Others think it is only sensible to do that when the company has secured a foothold in the market.

Our experts belong to the first group because if you don’t have a carefully elaborated corporate identity and start work, it will create by itself, chaotically, without a system. The result is unlikely to be impressive, and our experts will have to do all anew.


A corporate identity will help:

  1. increase brand awareness and recognition of the goods and services under this trademark, as well as build a strong association with the company;
  2. enhance a positive image of the company;
  3. raise credibility and the level of trust in the professional circles;
  4. increase advertising efficiency, of both the existing products and soon to be launched ones;
  5. distinguish the company among its competitors.

Interestingly, a corporate identity comes in handy not only to the company as a means to stand out on the market, but also to consumers as a means to notice the goods under the brand among a myriad of others. Lack of brand awareness might derail all the efforts, and promotion, advertising, launching new products will be futile if this company’s products are hard to distinguish among the rest.

What corporate identity is based on

Our experts aim to get as much information about the company as they can in order to analyze it. They look into:

  • special features of the goods produced and services provided;
  • special feature of the market segment and target audience;
  • current market share of the company and its outlook.

Competitor analysis is crucial, of both what they offer and what their corporate identity looks like. We cannot let our client’s corporate style be similar to or coincide with that of a competitor because in that case there is a high risk of confusion, a customer might simply unintentionally buy a competitor’s product.

How corporate identity is created

Our cooperation starts with the client’s application. Then our experts analyze the client’s website and those of their competitors. In the face-to-face meeting with the client’s representatives we determine their needs and clarify the stages of Konsaltika’s work and the subtleties of our future cooperation. Then we prepare and sign an agreement, receive the upfront payment and start working on the client’s corporate identity. The first drafts are based on the client’s requirements, shown to the client for assessment. The most suitable solution is chosen, and we refine and polish the concept, obtain client’s approval.

Time frames

It usually takes 4 to 8 weeks to complete the order. The actual duration and price of our service (creating the logo and overall corporate identity) might vary depending on the complexity of the project, business features, the number of elements ordered.

Company’s logo as the pillar of corporate identity

A logo is a must. No logo means no real corporate identity. It helps to recognize the company and stand out among competitors.

A good logo must be easy to remember, trustworthy and reflecting the company’s core business area. It must also:

  1. convey a message;
  2. contain colors and hues from the corporate color palette;
  3. be concise.

We also need to consider the material to be printed on, be it paper, fabric, ceramics, metals. Sometimes the logo looks great on the screen, but not as good when printed out on wood or plastic. Our experts always consider it carefully and avoid such mishaps.

Logo development is part of our corporate identity deal, that is why it isn’t priced separately.

What is a brand book?

It is a formal document of the company containing the following sections:

  • brand concept description;
  • listing attributes of the trademark;
  • target audience’s features.

The corporate identity guideline is in a separate chapter. It describes the order of each corporate identity element on advertising materials, indoor and outdoor. Other sections may vary depending on the type of company, industry it operates in, its priorities. For instance, a hotel values the corporate interior and exterior design; a cargo carrier needs its vehicles decorated according to the corporate style; a fast food restaurant network needs employees’ uniforms. All particularities are always taken into account.

A brand book tends to remain relevant for 10 years. Some minor corrections are possible due to changes in company’s goals, new target audiences, launching newest types of products and services. The basis remains untouched. With the passage of time, a new brand book might be created, based on the previous one. In any case, investments in this instrument are long-term and, without doubt, efficient.

When creating a brand book, experts use corporate colors, fonts, typefaces, and other elements.  The document itself must fall into the corporate pattern as it is a reference specimen.

The purpose of a brand book

A brand book allows for systematization of all the elements of the brand and thus shapes up a complete picture. The recommendations on using the brand book allow to form a perceptual unity of the trademark. Thus, using the information from the brand book, the company builds up relationships with the target audience, partners and advertising contractors. Consumers play the main role here.

The main users of a brand book are usually brand managers, PR specialists, marketing managers, advertising experts – those who develop and implement marketing strategies to promote their company. The contents of a brand book are usually proprietary information, but sometimes outsourced experts are allowed to read it (they might have to sign a non-disclosure agreement).

When the brand book is absent, companies often face a number of problems. For instance, designers, both in-house and contractors, might use the logo in a wrong way by changing its size or exact place. As a result, the logo will look differently on different materials.

Even small changes to the corporate colors might alter the palette beyond recognition, in the worst-case scenario making the ad look like that of a competitor. And these are just two examples (size or place), in real life there might be much more unpleasant situations.

Stages and time frames

When the application is received, our managers contact the client, then analyze the client’s website and other materials related to the business. The next step is a face-to-face meeting clarifying the client’s expectations, determining their needs. Then a business proposal is put together, and if the client is satisfied, the agreement is signed. Then, after the receipt of the upfront payment, our work starts.

It usually takes 4-8 weeks to create a brand book, after the agreement is signed. Prices might vary, depending on the client’s requirements, client’s own drafts or lack of such, the number of sections, the industry and other factors.

Ready to order?

If you want to increase brand awareness, create your corporate identity from scratch or refine it, why not place an order with us? Feel free to contact us by calling at +7 (495) 789-59-58 or writing to!