The BrandBook - Often taking the form of a "BrandBook", brand guidelines are intended for marcom, sales, and product development teams who influence a brand by their regular contact with customers. Guidelines explain the research, positioning, and strategy in a way that makes messaging and communications easily understood, shared, and consistent.

Focused on the Big Story - Guidelines are intended to convey the "bottom line" of a brand, from the customer's viewpoint. They focus on the main positioning messages that customers resonate with, and suggest ways to tell the story of the brand in a compelling way. They're more concerned with the "elevator pitch" and "big picture" than with specific slogans, taglines, or themes.

The Guidelines Sequence is intended for:

• Internal marcom teams and outside consultants

• Sales and customer service reps

• Evangelizers, partners or affiliates

Explanation of Research
Research and conclusions are summarized and explained in a way that makes customer perceptions clear and easily conveyed.

Nomenclature and Usage
Nomenclature and language usage specific to the brand and positioning are explained and detailed.

Key Constructs and Storylines
Key constructs in customer's minds identified in research are explained and put into the context of compelling story lines.

Guidelines for Consistency
Guidelines for judging the consistency of messaging over time are explained.