A Practical Manual for Brand Management

At our agency, GALTON Brands, we’ve been dedicated to branding and building brands for over fifteen years. Clients and companies often believe they’ve mastered branding just because their company has a logo. We help them understand that a logo without a strategy is just one of many brand components. The essence of their brand lies in the brand book.

This makes the application of the acquired brand identity elements significantly simpler. Certainly, it helps you understand the brand’s core values, preserve unchanging colour shades, logo sizes, and correct placement of logos in different environments, as well as the brand’s vision, voice, behaviour, and target audience. It also preserves valuable information for future management or collaborations.

A Brand Ready for the World

A brand book consists of chapters that help understand the connections that underlie the existence of each individual brand. The book begins by outlining the principles upon which a brand shapes its identity. Equally important is the chapter dedicated to the company’s history and future goals. The evolution of the brand idea is further driven by establishing functional and emotional benefits and defining the brand’s mission, vision, and purpose. Notably, the brand book features a chapter focused on brand positioning. Thanks to these elements, we can better understand the brand idea, which is unique to each brand.


It’s clear that a brand book is not merely an addition to the brand’s audiovisual and verbal identity. When planning activities or creating content across different media, the brand book will serve as a guide, preventing potential missteps. In this guide, all collaborators can find answers. Alongside this, it is vital to have clear examples of suitable and unsuitable usage of the brand in the context of various communication platforms. The building of your company’s brand only begins with these steps. Plan your brand management, whether in the form of an internal manual or another supportive document, which will respect the principles from the brand book. Already at this stage, define the way you will measure the brand’s performance and the success of the defined identity over a sufficiently long period. Depending on the segment you operate in, ensure your brand identity remains consistent across online and offline platforms, on your company’s website, and even on your product packaging. Whether it’s just a product landing page, a press release, or perhaps a product line design, it should always be evident that your brand is behind the communication.

A Recognisable Brand Stays Consistent

To remain recognisable, the style of visual language and communication also play a role. Adherence to strategy is essential for achieving a strong brand image. The brand must be recognisable and distinct on social media in various aspects. Therefore, the logo should not be the only visual asset. In your brand manual, you should clarify the selection of photographs, their stylization, and a set of graphic elements.


The whole identity and style of the brand are final in the brand book, so do not change them after introducing a new identity. Consistent communication of the brand and its identity contribute to brand equity, a valuable asset of successful companies. Ideally, your brand should develop a captivating story for investors, customers, and the media. While the brand book is irreplaceable for the brand’s success, it serves more as a guiding document.

Communication Also Stems From the Brand Book

Using the brand book as a long-term manual, a company can maintain the desired image. A comprehensive and carefully built brand will also positively reflect the company’s profits. A truly strong brand identity works from the inside (for employees) and outside (for current or potential customers).

Therefore, you will be pleased that you don’t have to struggle with creating a brand book in your company. At GALTON Brands, we help companies with branding and rebranding. Each collaboration begins with consultations and workshops, enabling us to clearly define the brand’s goals and motives. With a unique brand idea and its embodiment, we give brands a distinct and strong character. So start building your brand intelligently, we’ll show you how.