How to create a brand book yourself in 2025: Instructions from NBM-IT
A brand book is not just a beautiful PDF document with a set of fonts. This is the strategic foundation on which recognition, marketing communication and, ultimately, LTV (Lifetime Value) of the client are built.
In 2025, design is no longer just a “pretty picture.” According to large-scale research from Lucidpress agency (Marq), companies with a strictly enforced, uniform style across all channels receive 33% more revenuethan those who do not have a brand book. And analytics Harvard Business Review confirms: visual and semantic consistency directly builds trust in the quality of the product.
The NBM-IT design team has prepared an ultimate guide on how to create a brand book from scratch so that it brings money to your business and does not collect dust on Google Drive.
What should be inside: Anatomy of a brand book
Many people confuse a brand book with a guideline (a guide to using a logo). Brand book is a much broader concept.
A minimalistic brand book for 2025 should include 3 semantic blocks:
- Brand Platform (Meaning): Mission, values, positioning, Tone of Voice (brand voice).
- Identity (Visual): Logo and its security fields, corporate colors (RGB/CMYK/HEX), patterns, corporate font.
- Communication (Rules): How do we manage social networks? What photos do we use? What is strictly forbidden to do with the brand?
Step 1: Foundation. Who are we?
Creating a brand book does not start with design. It starts with research. It's like architecture: you don't build a building without geology.
Choosing an Archetype According to Carl Jung
Every strong brand is not a brand, but personality with your role. The archetype model helps to choose the tone of communication.
| Archetype | References | What problem is being solved? | Key |
|---|---|---|---|
| Hero | Nike, Red Bull | Help you overcome yourself and win | Motivating, tough |
| Jester | M&M's, Burger King | Bring joy and distract from routine | Ironic, arrogant, cheerful |
| Rebel | Harley-Davidson | Break the mold and stand out | Daring, provocative |
| Mentor | IBM, McKinsey | Provide expertise and safety | Calm, academic |
If you web studio or IT agency, archetypes will suit you best Mentor (expertise) or Creator (creativity). Trying to sell complex B2B development from the position of a “Jester” is a recipe for losing the trust of corporate customers.
Brand Essence Statement
The essence of a brand is a definition of your role in the life of your target audience, condensed into one sentence.
❌ Bad: We offer CRM integration for small businesses. ✅ Okay: We turn the chaos of your sales into a mathematically accurate system, where every manager is a hero of the result.
Step 2: Visual Language. What do we look like?
Once the meanings are approved, the art director gets to work.
1. Logo and security field
In the logo section, you need to show not only its beautiful presentation, but also strict rules:
- Main and monochrome (b/w) versions.
- Vertical and horizontal layouts.
- Security field (a safe zone around the logo where other elements should not enter). Usually measured by the width of one of the letters of the logo itself.
- Anti-examples: Prohibition on flattening, repainting in acid colors, adding cheap shadows (drop shadow).
2. Corporate colors
Forget about the concepts of “light blue” or “dark cherry”. Color in branding is math. For each color in the brand book the following values must be indicated:
- HEX (for example,
#0055FF) - for websites and UI design. - RGB (0, 85, 255) - for screens and TV.
- CMYK (100, 65, 0, 0) - for printing and offline banners.
- Pantone — for complex souvenir printing (merch).
3. Typography
The choice of font directly affects how the audience “hears” the text in their heads.
- Grotesques (sans serif fonts like Inter or Roboto) convey innovation and technology.
- Serifs (serif fonts, e.g. Playfair Display) shout about traditions, elitism and the premium segment.
In the brand book, be sure to record which font is used for H1/H2 headings (Display), and which one is used for typesetting (Body).
Step 3: Practical Application
A great brand book always shows the brand in its natural environment. Develop and include mockups in the document:
- What does an employee's business card look like?
- How the profile header is designed on Telegram and VK.
- Commercial proposal (CP) folder style.
- What are your couriers or installers wearing (if relevant).
- Home screen design website you developed.
Free project cost estimate
Answer 4 questions and we will send you a range of prices to suit your needs.
1. What type of corporate website do you need?
Bottom line: Brand book as an investment
If you are creating a product, planning to hire new marketers, open a franchise, or order a corporate website, a brand book will save you hundreds of hours of approvals. Contractors will no longer have to “play with fonts”; they will work according to strict guidelines, protecting your image from blurring.
Need help with business packaging? The NBM-IT branding and design team will develop a strong strategy, logo and a full-fledged interactive brand book for you. Leave a request and we will discuss your project.