Brand books, commonly referred to as brand standards or guidelines, are a set of rules that explain how our brand works. These guidelines include basic information for: Design layouts and grids, Social media profile page applications, Brochure/flyer layout options, Website layout Signage specifications, Advertising treatments, Merchandising applications, Copywriting style (a.k.a. ‘tone of voice’), Editorial guidelines, etc. Brand guidelines should be flexible enough for designers to be creative, but stringent enough to make your brand easily recognizable. Consistency is key, especially if you need the brand to extend across multiple media platforms.