I’m helping my friend put together a brand book for his startup. I’ve seen this go so many diff ways, but besides the design-related stuff, what exactly is important to include? Do I include a brand mission statement? Brand manifesto? Brand positioning? Brand tagline? Would love your thoughts.

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Posting as :
works at
You are currently posting as works at

I do this at my current job

Strategy usually includes:
Brand purpose
Opportunity
Beliefs and behaviors
Brand idea
Narrative

I've also seen mission/vision/values

Copy provides:
Voice traits
Brand line
About us
Dos and don'ts
Style guide
Example messaging

And depending on the client sometimes also:
Voice principals
Channel guidelines
Messaging pillars

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What’s brand idea and narrative? I can get a sense of what they are, but would like to know how you define them

Check out The Bland Book for what not to do:

https://d3bzyjrsc4233l.cloudfront.net/django-summernote/2019-04-05/e5637ab9-3355-4616-870d-04f1fc3aa78e.pdf

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