Brand personality mainly answers these questions, who and what is the brand, and what is it all about? Once the answers are in place and the brand personality has been identified, it paves the way for the “brand mantra”, which is short, crisp, clean way of expressing the brand’s value and unique selling proposition.
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The brand manual defines the brand identity and explains how it should be used, both internally and externally. It establishes a connection between the product, the corporate identity, the logo and the brand promise, so that all of these elements connect in a coherent way that resonates with both existing and prospective customers.
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Brand manual functions as an outline for designers and marketers to put together ads that are both striking and enticing, and maintain the uniformity and integrity of the brand across all platforms. It helps ensure that every communication with customers is consistent and that all ads and marketing activities are in sync with the brand values.
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Brand manual plays an important role in managing perceptions of your company or brand. Every time you interact with your customers, employees, suppliers, investors, media, and the community, it is essential to create and reinforce a consistent perception of your brand. Brand manual helps you to achieve that goal.
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The brand manual is also used to introduce new products or services which must be consistent with the existing brand values.
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