Created to help bring consistency to the way a brand is communicated, the goal, to paraphrase one Brand Book, is to provide the necessary tools to present the brand correctly and consistently in any and all forms of communication.
They feature a collection of the brand elements and a detailed description of “the brand.”
Brand Books influence every marketing campaign, communication and product. By covering every aspect of the brand from mission statement and logos to color palettes and typography guidelines, it serves as a strategic guideline.
Brand Books are often, but not always, created by advertising firms, and, not surprisingly, tend to be riddled with ad jargon.
To that end, United Kingdom communication consultants The Quiet Room has spoofed its own profession by creating a Brand Book for Santa Claus, defining Father Christmas’s “entire being as if he were dreamt up by a team of obsessive brand ‘experts,’’ according to PSFK.com.
“The result is the *Santa* Brand Book, which spoofs branding strategies used by companies all around the globe. Some prime examples you can find within the book include a meaningless mission statement, acronyms, excessive jargon, obligatory diagrams, and official style guides for the Santa ‘brand,’” adds the PSFK site.
As the *Santa* Brand Book’s cover states: “*Santa* is a Concept, not an idea,” adding, “It begins with the Hiss of Power and ends with the Ah of Surprise.”
You can view the entire *Santa* “Brand Book” here. It’s not only good for a few laughs, but offers an interesting and instructive insight into how major advertising agencies operate.
(Above: Page taken from *Santa* Brand Book, a spoof created by The Quiet Room, a UK advertising agency. Click to embiggen.)