Brand books

Brand books, spirit books, and thought books inspire, educate, and build brand awareness. Brand strategy can’t influence anyone if it stays in a conference room, in someone’s head, or on page 3 of a marketing plan. The vision of a company and the meaning of a brand need a communications vehicle that is accessible, portable, and personal. Online brand sites are more frequently publishing “Who we are” and “What our brand stands for,” in addition to standards, templates, and guidelines. Timing is everything. Companies in the midst of organizational change need to convey “where the ship is going.” Frequently, the brand identity process sparks a new clarity about the brand. Building awareness about how each employee can help build the brand is smart.

A spirit book is a compelling way to express the essence of a brand.

Ken Carbone, Principal

Carbone Smolan Agency

Superman

DC comics hired Little & Co. to design a brand book for licensees, retailers, and buyers to articulate the brand and to stimulate licensing opportunities. Mutual of Omaha

Mutual of Omaha disseminated a poster designed by Crosby Associates to each employee that announced the revitalized brand identity and engaged everyone to take part in building the brand.

NIZUC: Carbone Smolan NIZUC brand book

NIZUC is an ultra luxury resort and complex of private residences located on Mexico’s Yucatan peninsula. Alan Becker, the developer, brought in Carbone Smolan to create a unique brand platform prior to any architecture or building. The brand book expressed his vision and the brand promise, and helped Becker attract partners.