Creating a Brand Book
A core tool for brand identity management
Management summary
With this guide we’re going to give you all the
insights and practical steps needed to create your
own Brand Book. This guide is meant for Heads of
Brand, Heads of Design, Brand Managers, CMOs
or any marketers and brand and design specialists
who hold the responsibility of managing a brand.
A Brand Book is related to, but different from a
Brand Style Guide. A Brand Style Guide helps the
people inside and outside of your organization who
use your visual brand assets, to use them consistently and correctly.
A Brand Book is a tool for brand management that
sits closer to the core of your brand identity. This is
because ideally, your brand is built up with the core
idea or Purpose of your organization as a starting
point. A Brand Book inspires and helps keep people in your organization aligned with the Purpose
or core idea of your organization, and helps them
think, communicate and act from that Purpose as
a starting point.
Are you working on a re-brand or do you have the
clear need to reinvigorate an existing brand? This
guide will show you how you can create a Brand
Book that will help you consolidate your brand
identity and help you more easily manage your
brand, from the inside out.
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Introduction
After reading this guide, you’ll have a far better
grasp of:
At Lytho1, our Purpose is ‘To maximize people’s talents’ by helping people do what they are good at.
We’re a company with 30 years of experience
working in marketing, design and brand management – often in and for larger companies and
brands with marketing departments collaborating
across different regions, countries and continents.
We have a passion for marketing and branding.
Because of that, we choose to specifically focus
on helping people to do what they are good at by
making it much easier to collaborate on managing
your brand identity.
•
What a Brand Book is and what it can do
for you and your organization,
•
What a Brand Book should look like, and:
•
How to go about creating one.
You’ll also have a good idea of how to use it to
strengthen your brand and how to manage your
brand identity more easily – beyond the visual
aspects and across the six elements of successful
brand management3.
If people in your marketing team and in all other
departments inside and outside of your organization don’t have to waste time looking for the right,
up-to-date visible brand elements, or doing boring,
repetitive work related to brand management, it
frees up their time to do what they’re good at. This
is how you get the most out of your people and out
of your brand.
That is the reason we created the Lytho Digital
Asset Management platform2.
Brand Management – Beyond the Visual
But we also know and realize through the same
years of experience and in working and talking
with marketers all over the world who are now using
our DAM platform, that creating and managing
a brand or brand identity is about so much more
than organizing, creating and using always onbrand visual assets.
That’s why we like to share the knowledge we have
available about how to manage a brand beyond its
visible, tangible assets.
A Brand Book is a very useful tool to pin down what
a brand or organization stands for, to consolidate
the work and developments that have led to a
current brand or organizational identity and to help
manage a newly formed or redefined brand, from
the inside out.
Why and how to create a Brand Book
We realize – from our own experience and the
experiences of others – that it can be a very valuable yet challenging undertaking to create a Brand
Book. That’s why we’ve pooled and combined
knowledge of some our own experts and those in
our network to help create this guide for you.
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What is a Brand Book and why
do you need one?
A Brand Book helps people grasp the essentials of
what a company means and stands for. A Brand
Book is an inspirational document that tells the story of your brand in a compelling way. It’s not only
a motivational tool for employees, it’s also a way to
implement, guard and manage your brand from
the inside out.
A Brand Book helps people grasp the essentials
of what a company means and stands for. A
Brand Book is an inspirational document that
tells the story of your brand in a compelling
way. It’s not only a motivational tool for employees, it’s also a way to implement, guard
and manage your brand from the inside out.
For the purposes of this guide, we’ll extend that
definition with the following:
A Brand Book is a physical or digital document that
tells the story of your organization and brand, in
terms of where you came from; why you’re here;
what you do, who with and whom for; how you do
what you do; what your vision for the future is, and
your plan for how to get there.
Your brand and the added value of a Brand
Book
A Brand Book is one of the various tools and practices we can use to help manage our brand. It is
often most useful when either 1. an organization is
going through a rebranding, or 2. an organizations’
brand and brand identity needs reinvigorating from
the inside out.
Look, feel, and location of your Brand Book
The style, tone, and visual design of the Brand Book
should be the prime example of how to use your
visual style, and the document should be regarded
as a living document, eventual changes to which
will need to reflect changes in your organization
and brand as time continues.
It can exist next to a – related, but separate – document called a Brand Style Guide, which helps the
organization stay consistent in its usage of its visible
or tangible brand assets.
The brand of your organization should be built from
the ground up from the Purpose or core idea3 of
your organization, with the visual or tangible elements as a prime identifier for it. The brand of your
organization can be thought of as making itself
tangible through four vectors: Product, (Physical or
Digital) Environment, Communication and Behavior.
As a digital document – which may or may not be
a duplicate of a physical Brand Book – the most
logical place for your Brand Book to live is in your
online Brand Portal or Digital Asset Management
(DAM) platform.
A Brand Style Guide helps the people inside and
outside of your organization who use your visual
brand assets, to use them consistently and correctly.
A Brand Book inspires and helps keep people in
your organization aligned with the Purpose or core
idea of your organization, and helps them think,
communicate and act from that Purpose as a
starting point.
In some cases, a Brand Book can be used externally
to help anchor the meaning, purpose and ‘feel’ of
your brand to specific audiences.
The definition of a Brand Book
As with ‘Brand’, ‘Brand Identity’, and ‘Brand Management’, various definitions of a ‘Brand Book’ fly
about the internet and literature. At the core of the
matter, a Brand Book does the following:
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Making the case for a Brand Book
you take the project very seriously.
There are many ways to go about creating a
Brand Book, but as we believe it to be a fundamental tool to reinforce an existing or new
brand identity throughout your organization
and any stakeholders that you feel it may be
of value to, we advise that you take the project
very seriously. That means making space, time,
and resources available.
That means making space, time, and resources
available. Think about finding an (internal or external) brand identity specialist and the hours this person needs, but also photography, visual design and
styling. You also need to think about the interviews
with internal and external stakeholders that will
help you answer the questions you need to answer
in order to tell your brand story in a compelling,
complete and correct way.
Making the case for investments in branding - brand stakeholders
Making the case for your Brand Book is therefore
something you need to take seriously as well: you
have to make sure that all relevant stakeholders are
on board with the investment it will take to create
one. How do you do that? It depends on the situation you’re starting from. Very broadly speaking, it
usually makes most sense to create a Brand Book in
one of the following situations:
Your brand occupies the space between the intangible ‘gut-feel’ that people actually have when
they think about your organization, and the way
you want them to feel when they do. Your brand
identity is most often described as a collection of
all of the ways your brand is made tangible – for
instance with the visual assets you use.
1. You’re working on a re-brand
If you happen to be in this situation when
thinking about creating a Brand Book, it’s
more often than not going to be relatively
easy to make the case for it. A Brand Book
is simply one of the tools that you will list in
your plan as to how to solidify, implement,
and manage the newly formed brand
identity. Read more about the ROI of investments for branding in the final chapter of
this guide.
Brands are intangible assets, but at the same time
we know for sure that they carry financial value.
You can see this in the valuation of companies on
the financial markets and in the models financial
analysts use to gauge, monitor and predict a company’s value. You can read more about this in the
final section of this guide.
But what we need to understand is that the financial value is the external end point: the value of the
brand starts within.
2. You want to solidify your existing brand
Various internal and/or external circumstances can trigger a desire or perceived
need to solidify an existing brand. Perhaps
your organization is having trouble in
maintaining a consistent brand identity in
outward communications.
Your brand is based upon the core idea3, the Purpose – the mission or story that drives your organization and the people in it forward. It is the story
that binds them to each other and the story that
binds your partners and customers to you as well.
As such, a brand is not only an asset for marketing; it’s an asset for management, for HR, and
recruitment, first, and an asset for marketing and
sales, second. That’s because making people in the
market feel your brand starts with people in your
organization feeling the brand, first. This is all the
more true in the open-wide, incredibly transparent
internet-era we live in, today.
Perhaps you feel employee engagement is
dwindling and you need to reinvigorate a
sense of pride and purpose for your employees. Perhaps customer satisfaction
research has shown alarming facts and you
feel that reinvigorating a sense of Purpose
and aligning everyone’s connection to the
brand and its purpose can be of help.
The case for your Brand Book
There are many ways to go about creating a Brand
Book, but as we believe it to be a fundamental
tool to reinforce an existing or new brand identity
throughout your organization and any stakeholders
that you feel it may be of value to, we advise that
In this situation you’ll have to make the case
that a Brand Book can help in these areas.
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What you will need to do is make the case for the
Brand Book as if it were any other investment in the
invaluable intangible asset that is a brand. In the
last section of this guide you will find more information on how to build that case from the viewpoint of (financial) brand value. However, the main
argument for creating a Brand Book, aside from its
aiding in managing and strengthening your brand
from the inside out is:
There is no better way to solidify the core idea and
the story of our brand or organization than to sit
down with the relevant stakeholders, come to a
unifying story, and to then write it down.
There’s also no better way to guarantee that a
newly formed or consolidated brand identity will be
properly managed carrying forward into the future,
than to have the right stakeholders involved in the
process of pinning it down.
The single source of truth for your Purpose
Lastly, it’s great and very, very practical to have
a Style Guide. But it’s at least equally valuable
to have one single source of truth as to what the
brand’s purpose is, and how that purpose connects
everything we do and the way we do it. This is why,
regardless the form you will eventually choose,
either a physical or cloud-stored Brand Book that
everyone can have centralized access to – preferably in a cloud-based DAM solution2 - is a good
idea.
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cuisine diner experience with multiple interesting
courses.
What are the elements of a useful
and inspiring Brand Book?
There are many ways to tell a story. Either way, the
core of what you want to share should be thought
about in advance, and preferably structured in a
way that it automatically triggers the pathways in
the human brain that recognize a story – these are
the same pathways that will help your story be felt
and remembered.
In order to tell the story of your brand in a compelling and inspiring way, it is almost always the
most helpful to tell the story starting in the past,
focusing on the present and then looking forward
to the future.
The core of your brand story
At the very core of your brand story should be an
answer to ‘Why’:
•
Why does this organization exist, what is its
Purpose? What is the change this organization wants to see in the world?
•
Why does this organization choose to work
toward that Purpose with the activities it
pursues, and not others?
•
Why does this organization work with the
people it works with, and not others?
•
Why does this organization work for the
people it works for, and not others?
•
Why does this organization work with and
for people in a certain way, and not in other
ways?
The core elements of a story are the following:
A story has a beginning, a middle and an end.
There’s a tension arc, whether disguised or not. This
looks something like the following: often there is a
somewhat recognizable starting situation, then a
problem or a challenge arises; a solution is sought
for this challenge; and finally we’re not sure how it’s
going to end until we do know how it’s going to end.
The end.
The narrator or protagonist must have something
familiar and recognizable. A good story tells you
something new or something familiar in a new
way. You remember a good story. And, a good
story makes you feel something. An excellent story
inspires you on top of that; it makes you want to do
something differently than you had been before
you heard it.
Apart from that, a Brand Book should explain to the
reader what value the document itself is trying to
add to their life. Why should I read this Brand Book?
What are you trying to offer me with this, and why
should I care? After reading this Brand Book, what
do you want me to do differently, or think or feel
differently about?
The elements of a Brand Book
So, what elements do you absolutely need in a
Brand Book? Truthfully, it depends on your situation. However, our experience points out that you
will want to use most if not all of the following sections or chapters to construct your book, preferably
in following order:
These answers can be answered implicitly or explicitly, but they need to be thought of beforehand,
and they need to be answered.
1. Introduction.
Why this Brand Book, what is it about and
what can the reader expect to get from it?
Different brands, different Brand Books
– always a story
2. Origin story.
Where does our organization/brand come
from? What is our history?
This should naturally lead to:
A Brand Book can be big or small, physical or
digital and it can be built up out of written text or
something completely different. Either way, it’s
a smart thing to think about ways to make your
Brand Book as interactive as possible. It’s not 1920
anymore.
3. Why do we exist?
What is our Purpose; what is the change
we want to see in the world? This is often
a very logical place to describe your core
Value Proposition (preferably in the form of
a tagline or slogan), and your Mission and
Vision statements. You can choose to add
subsections to explain your Purpose/Value
add/Mission/Vision further.
There’s no reason why your Brand Book couldn’t
exist in the form of a video, if your business is in
graphic design and production, or a videogame
or app if that suits the identity of your organization better than a book. It could even be an haute
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8. How do we take social/environmental
responsibility?
In this day and age, the government, tax
accountants, potential customers, new
employees and business partners all will
want to know the answer to this question.
The same applies to the employees that
are currently with you. To what extent
does your organization work towards its
Purpose outside of its core business and/or
the things it needs to do to keep a healthy
stream of revenue and profit?
4. What is it we do?
This should be clear to the audience for
your Brand Book, and should already be
made tangible in your mission and vision
statements at least. Still, it can be very helpful to explain clearly ‘why this organization
chooses to work towards its Purpose with
the activities it pursues, and not others’. It
can also be of help to define exactly what
your scope is, and what leeway there exists
to change or broaden that scope.
5. Who do we work with, and how do we
work?
In this section it makes sense to say something about the personalities of typical
employees and (business) partners for your
brand. What do you look for? It also makes
sense to say something about your core
values and culture, here.
Have you done any research as to what
your organizational culture is like? What
does that research say? What type of culture do you strive for?
9. How do we envision the future and what
do we expect to achieve in the next few
years?
Here it makes sense to elaborate on your
Vision as described in 3. What are trends
you expect to make a big impact on your
organization and its stakeholders in the
future? How does your organization plan to
navigate these?
What are key achievements your organization wants to unlock in the next three to five
years?
6. Who do we work for?
Here it makes sense to mention some of
your customers, to identify characteristics
of your (favorite) types of customers, and
explain something about why you want to
work for certain people/organizations rather
than others. It also makes sense to connect
this explanation to your Purpose.
10. What can I do? What is my part? How
can I contribute?
More often than not, the target audience
for a Brand Book will be built up largely of
current employees of an organization. For
each group of stakeholders, you may want
to think about a few Call-to-Actions (CTAs)
near the end of your Brand Book.
What do you want them to do (differently)
and how can they contribute to your organization reaching its goals and creating the
change it wants to see in the world? What
do you expect from them? What is the
space they can occupy to have their own
personal impact?
7. How do we communicate?
All organizations, brands, and people communicate. It is a part of “what you do and
how you do it”, but as it relates to brand
identity and brand management, it’s essential to treat it separately.
In this section you want to elaborate on
your Purpose, Mission, Vision and core value
proposition from Section 3, giving your
audience the tools and guidelines on how to
communicate.
What is an easy way to explain your organization or brand at a birthday party, for
instance? What is a good 1-minute pitch?
What is the tone-of-voice we want to use,
and why? Do we have a managed visual
style, what is it, how does it work and what
are the key elements? How do I use it and
do we have a Brand Style Guide available?
11. Summary.
It usually makes sense to summarize the key
points from all of the chapters/sections in
your book, and place it near the end or the
front of it for easy reference, and to drive
your main points home. Summaries help
people grasp and remember the key points.
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All of these elements are helpful to use, and as
you can see the following order helps you tell a
story that has a clear beginning, middle and end.
However; absorb from the above list what is useful,
discard what is useless, and add what is essentially
your own.
Inspiration: The 10 most beautiful
Brand Books/Style Guides
Are you looking for inspiration for your Brand Book?
There are plenty of companies that have published
their brand books online. We’ve gone ahead and
compiled a list to help you get inspired. On our blog
you will find a selection of our favourite Brand
Books and Style Guides4.
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Creating a Brand Book
So, now that you know what a Brand Book is,
how it can help you manage your brand from
the inside out and what elements you need,
how do you go about actually creating a Brand
Book? Manage the project as you would any
project, be sure to make the case crystal clear
and use the best practices we have collected
for you from our years of experience.
Project management as you usually would
Agile/Scrum, Prince, KanBan, or more traditional
project management tools – what do you usually
use when you have a larger project to manage?
We advise you to approach the creation of a Brand
Book as you would any project that is meant to
have a serious impact on your business.
Apart from that, at Lytho we are used to working
with Agile/Scrum and feel the speed and flexibility
of creating tangible/visible parts of the eventual
completed project/product and being able to collect feedback based on that is very helpful.
Managing a project comes down to the following:
make a strategic/tactical plan, setup a budget,
pick a team and manage the project proactively.
Don’t forget; you need a set budget, not only money-wise but also time-wise.
Your strategic plan should incorporate a rationale
for how things fit into your broader branding, HR/
recruitment/culture and marketing efforts. And you
need a plan for adoption and “governance” after
introduction of your Brand Book and the newly
formed or consolidated brand identity.
Making the financial case
There are many ways to go about creating a Brand
Book, but as we believe it to be a fundamental
tool to reinforce an existing or new brand identity
throughout your organization and any stakeholders
that you feel it may be of value to, we advise that
you take the project very seriously. Managing the
project properly means making space, time, and
resources available.
What you will need to do then, is make the case
for the Brand Book as if it were any other investment in the invaluable intangible asset that is a
brand. However, the main argument for creating a
Brand Book, aside from its aiding in managing and
strengthening your brand from the inside out is:
There is no better way to solidify the core idea and
the story of our brand or organization than to sit
down with the relevant stakeholders, come to a
unifying story, and to then write it down.
There’s also no better way to guarantee that a
newly formed or consolidated brand identity will be
properly managed carrying forward into the future,
than to have the right stakeholders involved in the
process of pinning it down.
Remember, a brand is not only an asset for marketing; it’s an asset for management, for HR, and
recruitment, first, and an asset for marketing and
sales, second.
The financial value of a brand (book)
According to Millward Brown Optimor’s analysis, in
1980 almost the entire value of an average S&P 500
company was comprised of tangible assets (chairs,
factories, inventory, etetera). In 2010, tangible
assets accounted for only 30 to 40 percent of a
company’s value. The rest is intangible value, and
about half of that intangible portion, close to 30
percent of total business value, is attributed to
brands5.
Brands irrevocably add value to a business. Managers know it, and financial analysts and investors
know it as well. Although even in financial markets
the intangible asset that is the brand of a company
is getting more and more weight over the last few
years, any method or model to gauge it is, essentially, only an estimate.
As Wally Olins has said: ‘There’s only one true way
to gauge the value of a brand, and that is to sell it.’
We feel strongly that the arguments for creating
a Brand Book and investing in it, should be mainly
strategic. However, it may be the case that you
have more bottom-line oriented decision makers
you need to get to agree to your plans. How do you
go about it?
Various methods exist to measure the value of
a brand6, and to estimate the ROI of an investment to increase the strength and value of it. If the
stakeholders you need to get on board for your
Brand Book project need more convincing than with
the information and arguments we have already
shared here, pick one of the methods listed here6,
do the (tangential) math and give them the final
push for persuasion with the expected ‘bottom-line’
numbers.
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Best practices for Brand Book creation
to feel – be sure to incorporate interviews with
external stakeholders as well. Be sure to speak to at
least three customers and get a sense of what they
think what your organization is about, and what
really sets it apart from others. Business partners
can also add valuable insights, so wherever possible, incorporate their insights as well.
Finally, we’d like to share with you some best
practices that we find helpful for creating a Brand
Book that truly delivers on the promise of helping
you manage your brand identity more easily, from
the inside out. These best practices have to do with
assembling your team, getting the right stakeholders involved, and interviewing.
Your brand does not belong to you - it belongs to
you and all of your stakeholders.
Brand Book project team
Make sure to have a person on your team who is
a decision maker with the authority and budget
to make decisions relating to brand identity. Next
to that, a core role is the writer – whether you opt
for a physical or digital Brand Book is irrelevant: in
each and any case you need to be telling a story.
Deep interviewing
The interviews you conduct for your Brand Book
can be very formal or more informal depending on
what suits your organizational culture best. However, we do advise to lean more toward the informal
side as this makes it easier to uncover often left
unspoken views and ideas that can be very helpful.
What you also need on your team is an expert
interviewer, preferably this is the same person who
will be writing your story. This can be a content
marketer, or another copywriter who has experience in interviewing people and a natural propensity to be very, very curious.
Make sure the interviewer follows through on questions, asking about the why behind the why, and
listens closely to what is not being said, to get the
best answers above the table.
You absolutely do not have to go through every
item on the list of elements we shared in a previous
chapter, with each and every one of your interviewees. Rather, choose what is appropriate and ask
questions that the specific person or the group of
persons they’re representing could logically have a
meaningful answer to.
The last two roles you absolutely need to fill on
your team are a graphic designer who will make
sure that everything in your Brand Book is perfectly styled and perfectly on brand, and a project
manager, who makes sure that decisions made are
executed in proper and timely fashion.
At the same time: go beyond the obvious and don’t
shy away from asking the concierge what future
trends are that he thinks might impact the future
of your company. People may surprise you with
their thoughtfulness and insight – in the process of
creating a Brand Book, you should be looking out
for these surprises.
Stakeholders
Be sure to speak to all of the right and relevant
stakeholders when trying to pin down the identity, purpose, and core story of your organization.
This means you’ll want to speak to at least everybody on the board of directors, the managers of
all teams and preferably at least one executive
from every department of your organization – or
a smaller sample of your employees as time and
budget constraints allow.
Finally, make sure there is at least some overlap
between the questions you pose to various groups
of stakeholders inside and outside of your company. The differences and similarities in their respective answers can be extremely helpful to paint the
picture behind the surface of your brand.
The main point in getting to speak to such a diverse
group of people is getting information from each
and every angle and echelon of your organization,
so you can craft the best story – but possibly more
so, to get buy-in and a sense of ownership about
the identity of your organization and thus about
the Brand Book you’re creating, throughout the
organization.
Additionally – as your brand lives in the space
between what stakeholders ‘feel’ when they think
about your brand and what you would want them
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Conclusion: the single source of
truth for your brand
A few things a Digital Asset Management system
can help you achieve are:
Our aim for this guide has been to give you all
of the insights and practical steps needed to
create your own Brand Book. We expect that
after reading it, you will have an even better
grasp of what a Brand Book is, how it can help
you manage your brand from the inside out
and what elements you need; how to make the
case for it and how you could actually go about
creating one.
•
Using one source for all content
Instead of scattering your content over
different tools, a DAM gathers all your marketing content in one place. This is also why
a DAM platform is the most logical place for
your digital Brand Book to live
•
Creating your own designs
With a DAM that incorporates ‘Create &
Publish’ functionalities, everyone is a designer. Predefined templates make it easy to
create advertorials, websites or brochures
within your content hub – and always onbrand.
•
Saving up to 70% of your time
Advanced search options and easier feedback processes within DAM systems such
as Lytho allow you to spend time on what
matters1.
We hope this guide has been helpful for you and
would love to hear your thoughts.
To help more easily manage your brand, we believe
it’s highly valuable to have one single source of
truth as to what your brand’s purpose is, and how
that purpose connects everything we do and the
way we do it.
This is why, regardless the form you will eventually
choose, either a physical or cloud-stored Brand
Book that everyone can have centralized access
to – preferably in a cloud-based DAM solution - is a
good idea.
Want to learn more about the benefits of
a DAM system to your brand management
efforts?
•
To learn more about the added value of
a DAM system for managing your brand,
download our whitepaper “Improve your
Marketing Performance with DAM.”
•
To learn more about the Lytho DAM platform and its core capabilities, click here8 or
go right ahead and book a demo with us9.
It’s free and online, and takes up no more
than about 20 minutes.
The single source of truth for your brand
assets — DAM platforms
Especially for marketing teams who are collaborating remotely with each other, their internal and external marketing ecosystem and other internal and
external stakeholders, a Digital Asset Management
platform like Lytho1 can add a lot of value. Applied
strategically, you will be sure to get the most value
out of your brand and the related assets by using a
DAM system.
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About the author
ing-dam
8. Solution & Features - Lytho.
https://www.lytho.com/solution
Lytho is the single source to manage, create and
publish your digital assets. We deliver brand consistency. Streamline your marketing efforts, and
save time creating, finding and publishing your
digital content with our Digital Asset Management
platform.
9. Book a demo - Lytho.
https://launch.lytho.com/book-demo-lytho
Lytho is the product of 30 years of experience.
After listening to leading marketeers, designers, UX
researchers, and anyone who gave us valuable
feedback, we decided it was time to create something new.
Learn more about us and our DAM platform at
www.lytho.com.
Erwin Lima is a content marketer at Lytho. He is
fascinated with innovation and identity, and a
content strategist and copywriter with more than 6
years of experience in the world of content marketing and technology.
Suggested further reading/references
1. Lytho homepage – Lytho.
www.lytho.com
2. The Lytho Digital Asset Management platform – Lytho.
Lytho Digital Asset Management platform
3. The Six elements of successful Brand Management – Lytho.
six elements of successful brand management3
4. The 10 most beautiful Brand Books/Style
Guides – Lytho.
Our favourite Brand Books and Style
Guides4
5. Brand Leadership Equals Business Leadership – Brand Strategy Insider.
https://www.brandingstrategyinsider.
com/brand-leadership-equals-business-leadership/
6. 6Ways to measure the value of a brand –
Brand Strategy Insider.
https://www.brandingstrategyinsider.
com/6-ways-to-measure-the-value-ofbrands/
7. Improve your marketing performance with
DAM. Whitepaper - Lytho.
https://launch.lytho.com/download-whitepaper-improve-market-
13