PR Agency Advice: Your Brand Story Bible Part 2: Format

We’ve talked about your brand story bible overview, so let’s dive in and talk about its format.

There are many viable formats within which a brand bible can be written. In television a writer can provide many unique variations, all of which can result in a top quality bible.So there’s no reason why you can’t do the same with your brand bible.

The brand story bible format we are laying out can be considered a skeletal framework. Think of it as a form, not a formula, a reference point, not a dictatorial mandate.

However, all bibles will address four main areas: brand bible concept, brand bible overview, personas and brand story ideas, usually in this order.

Here’s a brief description of each:

Brand Story Bible Concept

We can’t stress this enough; clearly communicate what the brand is about and its target demographic/personas.

Include your theme and in an entertaining way show how your brand is unique and compelling.

The concept page is the area that’s unique to your brand. Its “hook.”

Try to avoid using comparisons or examples of other brands here, as that takes away from the unique quality of your brand. Also, refer to the target demographic/personas in this point only to further the brand concept.

The concept page should be no more than one written page in length. It’s goal to support everything that is to come. Although it takes up very little of the entire length of the bible, it is the most important section by far.

Brand Story Bible Overview

The Overview is the “guts” of the brand bible. When writing it ask yourself…

• What is the brand’s story?
• What themes does it deal with?
• What is the world we tell the brand’s stories in?
• What is the style and tone of the writing? Does it match up with the brand and its theme?
• Who are the personas (heroes) and how does the brand interrelate with their journeys?
• Is there anything compelling about the brand from a visual standpoint?
• Does it have a unique story structure?
• Are there recurring, or “signature” elements that serve to identify the brand?
• Is there a unique “language” associated with it? (Example: “Do you Smallenfreuden?” Or “Take control with Ajusto.”)

The brand bible overview is an extension/expansion of the brand concept.

Next: Your brand bible Personas.