Sometimes a customer comes to an advertising company and says – make me a brand book. But the question why, what is a brand book – stays without answer. Because of t misunderstanding arises between the client and the contractor, contractor cannot do what the customer needs. The project goes fail.
Quite often, a brand book is presented as a book in which there are beautiful pictures: logo, trademark, corporate identity, font, color scheme, logo sizes on different media. However, this is not enough.