What is a Brand Book?

Many marketers struggle with this legitimate question. At its core, a Brand Book is an integral element to a well-functioning brand.

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  • What is a Brand Book?
  • Why do I need a Brand Book?
  • What goes into a Brand Book?

All of these are legitimate questions that many marketers struggle with. At its core, a Brand Book is an integral element to a well-functioning brand. It’s about articulating the elements of your brand in a concise and consistent manner.  It is written for two audiences, internal stakeholders, and marketing partners. The Brand Book has some beneficial outcomes for businesses that use them.

Brand Books come in all shapes and sizes. You will hear them called a variety of names: Brand Book, Brand Guidelines, Corporate Identity Guidelines, Brand Bible, etc. The bottom line is that these different documents serve the following purposes for your business.

Your Brand Book Will…

  1. writing a brand bookCrystallize your brand position.
  2. Add depth and resonance to your brand position by ensuring its alignment with your business strategy.
  3. Get (and keep) your entire team on message.
  4. Help to save time by not reinventing the wheel.
  5. Save your business money because your brand is consistently being displayed.

While it is true that a Brand Book can be tedious and painful to put together, the benefits of having one usually outweigh the cost of creating one. The work that goes into creating a Brand Book is both rewarding and illuminating. This is WHY you need a Brand Book for your business.

Writing a Brand Book

Writing your own Brand Book is not something you have to hire a professional to do. In fact, it is something that would much benefit YOU, if you do for your brand. If you are ready to get started, check out the Brand Book Tutorial right here on the Finding Brand Blog for step by step instructions. This is a FREE series that will walk you through the exercises necessary to craft your brand book. You choose your pace, work on your brand and in the end, you can reap all the rewards that having a Brand Book can bring. Click here to get started now.

See more from the Brand Book Tutorial Series

Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions


  1. joy says

    Very informative post, thank you very much. I actually thought that a Brand Book is just a book that’s got brand names all over it. Well, I’ll have to bookmark this one for future references.

  2. Veronica says

    A brand book is definitely important if you want people and potential clients to know about your product or service. Think of it as an integral part of your marketing strategy. It’s not costly and it will help you draw more traffic to your site as well.

  3. Emilia says

    I think a Brand Book is very important especially if you’re running a blog or business online. It helps establish a solid name for your website and it helps you tell the world that your product exists.

  4. Calra says

    Very helpful post. Thank you for this. I never really understood the importance and functions of a brand book and you’re a gem for making it easier to digest and understand.

  5. bret says

    nice blog. gives me lot of information . web hosting jaipur provides web hosting plans at very affordable price. you can start your own business with our web hosting packages.

  6. sheri says

    Hi, Could you explain me what are “Brand Book” components?
    and what is the concerns for Brands agency to codify in Brand book.
    also if you have an templete for “Brand Book” please send me.
    with many thanks

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