Conscious Branding

Appendix

Below is a sample brand manual table of contents. You can extend each of these items out as far as necessary, add items relevant to your operation, or delete irrelevant items.

1. Introduction (This should be from the CEO explaining how important branding is and how each employee is expected to partake in it.)

2. Brand terminology

3. The brand map

4. Our brand foundation

5. Marketing communications

•Brand identity standards

•Naming

•Logo

•Color

•Grid

•Typography

•Tagline

•Iconography

•Advertising

•Radio

•Television

•Print

•Social media

•Out-of-home

•Web site

•Collateral

•Public relations

•Public speaking

•Media relations

•Events

•Key messages

•Community involvement

•Charitable giving

•Sponsorships

•Industry associations

•Community boards ...