{"id":1243,"date":"2026-10-13T13:25:00","date_gmt":"2026-10-13T16:25:00","guid":{"rendered":"https:\/\/estudiohiru.com.br\/"},"modified":"2026-10-13T13:20:31","modified_gmt":"2026-10-13T16:20:31","slug":"brandbook-o-que-e-e-o-que-deve-conter","status":"publish","type":"post","link":"https:\/\/estudiohiru.com.br\/en\/brandbook-o-que-e-e-o-que-deve-conter\/","title":{"rendered":"Brand Book: What It Is and What It Should Include"},"content":{"rendered":"

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A brand book, also known as brand guidelines, brings together the decisions that shape how a brand presents itself. It helps everyone working with the brand\u2014whether a designer, copywriter, or supplier\u2014use the same criteria.<\/h4>\n\n\n\n

There\u2019s a common misconception that brand books are only for large companies. In practice, they\u2019re especially useful when a business is small: they reduce rework and prevent every new asset from becoming a fresh decision.<\/p>\n\n\n\n

What a Brand Book Usually Includes<\/h3>\n\n\n\n

According to Neil Patel Brasil\u2019s guide to brand books, common elements include a color palette and the role of each color, typography, photography guidelines, logo applications, image libraries, layout standards, company history, buyer personas, organizational culture, mission, vision and values, communication pillars, a code of conduct, and tone of voice.<\/p>\n\n\n\n

That\u2019s a broad list, and not every project needs every section. The useful question isn\u2019t \u201cWhat should I include?\u201d but \u201cWhich decision does this document need to protect?\u201d<\/p>\n\n\n\n

Start with What Creates the Most Friction<\/h4>\n\n\n\n

For most small businesses, a concise brand book has four core parts: a logo with its correct and incorrect uses, a color palette with precise codes, typography with clear hierarchy and usage guidance, and a tone of voice with examples of what the brand says and doesn\u2019t say.<\/p>\n\n\n\n

Those four parts solve most day-to-day problems because they\u2019re the decisions that come up again in every social post, business card, or presentation.<\/p>\n\n\n\n

Include What Guides Decisions<\/h4>\n\n\n\n

Beyond visual guidelines, a useful brand book records the mission, values, and communication pillars. When these are written down, content and design decisions become easier to explain. Without them, the manual is just a collection of attractive colors.<\/p>\n\n\n\n

Avoid a Brand Book That Sits in a Drawer<\/h4>\n\n\n\n

A brand book no one consults isn\u2019t useful. If you work on your own, keep it alive by using it for every new asset and updating it only when a decision truly changes. Revising it every week creates work without adding value. (Studio opinion.)<\/p>\n\n\n\n

Examples Worth Studying<\/h3>\n\n\n\n

Large brands have published well-known brand books, including those of Uber, Spotify, Dropbox, and Mailchimp. They\u2019re useful references for structure, but shouldn\u2019t be copied without adapting them. A manual for a company with hundreds of employees needs a level of detail that a solo operation doesn\u2019t.<\/p>\n\n\n\n

Suggested Internal Links<\/h4>\n\n\n\n