01/08/17

Brand books will help share company values and visions

Branding

Brand books are exciting projects to work on for they can distil the intent, philosophy, and essence of a company. They work in multiple ways to help a firm – the management and staff – navigate their own brand, as well as communicate these clearly to clients and customers. Spinach Branding’s creative director Adam Thomas feels that once successfully designed, brand books are a compelling vehicle for reflecting the soul of a brand. However, he warns: ‘Brand book shouldn’t solely be driven by corporate identity. The key is to remember these are “brand books” rather than a “branded book”, which are quite different.’

Spinach has a long history of working intimately with companies to write, design, and create bespoke brand books. Recent projects have involved work for Campari, Enotria & Coe, Urbane Living, Paul Rhodes, Sacred, Domaine La Lauzeta, and C&B. One of the most comprehensive examples is ‘The Life Negroni’ – a lifestyle publication created independently by Spinach to tell the compelling story of a classic drink. Over some 300-plus pages, and through artful direction, the creators have weaved in the wider world of the Negroni to tell an engaging tale with great critical and commercial success.

The Life Negroni is possibly not your typical brand book. Yet, director of Spinach branding Leigh Banks feels it does show how a single topic can be explored and explained as a story, and reveal the possibilities for brand books. ‘There are many things that we may never know about a brand unless it is told to us,’ says the Spinach branding director. ‘What it does is to enable a company to tell their unique story. It is a means to capture and present their origins and aspirations, as well as the beliefs that motivate them.’ He says a successful book will demonstrate the brand’s meaning and purpose. ‘It helps the company emotionally engage not only with customers and suppliers, but also those charged with representing the brand.’

Adam notes it is important that whatever part of the book you dip into, the values of that company shine through. ‘A brand book must be exciting to open at any point, yet still have flow and pace for the conventional cover-to-cover reader.’

Images: Brand books for Paul Rhodes Bakert, La Vita Campari, The Life Negroni, Sacred Spirits © Spinach Branding.

Spinach Branding is a specialist branding agency based in London. We work with established businesses and start-ups around the world to build and refine their brands. See how we work and get in touch to discuss your brand.