{"id":11288,"date":"2024-10-10T16:09:00","date_gmt":"2024-10-10T14:09:00","guid":{"rendered":"https:\/\/wenet.pl\/blog\/?p=11288"},"modified":"2024-10-11T08:42:17","modified_gmt":"2024-10-11T06:42:17","slug":"jak-wykorzystac-brand-book-w-marketingu","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/","title":{"rendered":"Jak wykorzysta\u0107 brand book w marketingu?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg.jpg\" alt=\"brand book co to jest\" class=\"wp-image-11289 colorbox-11288 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2024\/10\/brand_book.jpg-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>Ka\u017cda silna marka, kt\u00f3r\u0105 podziwiaj\u0105 klienci, opiera si\u0119 na sp\u00f3jnej to\u017csamo\u015bci \u2013 od logo, przez elementy graficzne, po strategi\u0119 komunikacyjn\u0105. Jednak za t\u0105 sp\u00f3jno\u015bci\u0105 stoi co\u015b wi\u0119cej ni\u017c tylko dobry design \u2013 to precyzyjnie opracowany brand book, o kt\u00f3rym opowiemy w tym poradniku. Czym jest ksi\u0119ga marki? Dlaczego warto mie\u0107 j\u0105 w swojej firmie? Jak jej odpowiednie wykorzystanie mo\u017ce przekszta\u0142ci\u0107 Twoje dzia\u0142ania marketingowe w pot\u0119\u017cne narz\u0119dzie budowania rozpoznawalno\u015bci? Sprawd\u017amy!<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Czym_jest_brand_book\" >Czym jest brand book?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Dlaczego_warto_miec_ksiege_marki\" >Dlaczego warto mie\u0107 ksi\u0119g\u0119 marki?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Skuteczna_komunikacja_wizualna_marki\" >Skuteczna komunikacja wizualna marki<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Efektywny_system_identyfikacji_wizualnej\" >Efektywny system identyfikacji wizualnej<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Przewodnik_dla_nowych_pracownikow\" >Przewodnik dla nowych pracownik\u00f3w<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Co_powinien_zawierac_i_jak_zbudowany_jest_brand_book\" >Co powinien zawiera\u0107 i jak zbudowany jest brand book?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Misja_wizja_i_wartosci_marki\" >Misja, wizja i warto\u015bci marki<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Warianty_logo_i_niedopuszczalne_modyfikacje\" >Warianty logo i niedopuszczalne modyfikacje<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Kolory_firmowe\" >Kolory firmowe<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Typografia\" >Typografia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Zasady_dotyczace_fotografii_i_grafiki\" >Zasady dotycz\u0105ce fotografii i grafiki<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Ton_glosu_wytyczne_do_komunikacji\" >Ton g\u0142osu (wytyczne do komunikacji)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Zasady_uzywania_materialow_marketingowych\" >Zasady u\u017cywania materia\u0142\u00f3w marketingowych<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Brand_book_i_ksiega_znaku_%E2%80%93_czym_sie_roznia\" >Brand book i ksi\u0119ga znaku \u2013 czym si\u0119 r\u00f3\u017cni\u0105?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/#Jak_korzystac_z_brand_booka_w_marketingu\" >Jak korzysta\u0107 z brand booka w marketingu?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Czym_jest_brand_book\"><\/span>Czym jest brand book?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Czy wiesz, \u017ce najwi\u0119ksi gracze na rynku zawdzi\u0119czaj\u0105 swoj\u0105 rozpoznawalno\u015b\u0107 nie tylko \u015bwietnym produktom, ale tak\u017ce sp\u00f3jnej identyfikacji wizualnej?<\/p>\n\n\n\n<p>Kluczem do tego jest brand book, kt\u00f3ry pe\u0142ni rol\u0119 przewodnika dla zespo\u0142\u00f3w marketingowych, graficznych i sprzeda\u017cowych. To ksi\u0119ga, w kt\u00f3rej spoczywa esencja marki. Odnajdziemy w niej wiele kluczowych element\u00f3w: od kolor\u00f3w, kt\u00f3re j\u0105 maluj\u0105, przez typografi\u0119, kt\u00f3ra j\u0105 opowiada, oraz logotyp, b\u0119d\u0105cy jej twarz\u0105. Wszystko to, co sprawia, \u017ce styl marki jest wyj\u0105tkowy i rozpoznawalny.<\/p>\n\n\n\n<p>Jednak <strong>brand book s\u0142u\u017cy nie tylko jako zbi\u00f3r zasad wizualnych<\/strong>. To r\u00f3wnie\u017c opowie\u015b\u0107 dotycz\u0105ca komunikacji marki. Znajd\u0105 si\u0119 tam warto\u015bci, kt\u00f3re definiuj\u0105 dan\u0105 dzia\u0142alno\u015b\u0107. Dzi\u0119ki temu, ka\u017cdy, kto zapozna si\u0119 z tym dokumentem, mo\u017ce pozna\u0107 istot\u0119 i to\u017csamo\u015b\u0107 danego brandu.<\/p>\n\n\n\n<p>Dlaczego marka potrzebuje brand booka? Kluczowym celem tego swoistego przewodnika jest utrzymanie sp\u00f3jno\u015bci dzia\u0142a\u0144 marketingowych oraz wzmocnienie rozpoznawalno\u015bci marki. To narz\u0119dzie, kt\u00f3re pozwala pracownikom oraz zewn\u0119trznym partnerom lepiej zrozumie\u0107 to\u017csamo\u015b\u0107 brandu i wprowadzi\u0107 go do swoich dzia\u0142a\u0144. Dzi\u0119ki niemu firma mo\u017ce rozwija\u0107 si\u0119 harmonijnie i konsekwentnie, zdobywaj\u0105c serca coraz wi\u0119kszej liczby odbiorc\u00f3w.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><span class=\"hs-cta-node hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" id=\"hs-cta-81ecea7f-bbdd-429e-a7f6-087d54e2346d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-81ecea7f-bbdd-429e-a7f6-087d54e2346d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/81ecea7f-bbdd-429e-a7f6-087d54e2346d.png\"  alt=\"marketing_lokalny_v2\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '81ecea7f-bbdd-429e-a7f6-087d54e2346d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dlaczego_warto_miec_ksiege_marki\"><\/span>Dlaczego warto mie\u0107 ksi\u0119g\u0119 marki?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Jak przekonuj\u0105 eksperci, <strong>profesjonalny brand book ma stanowi\u0107 kluczowy element w budowaniu sp\u00f3jnego i silnego wizerunku<\/strong>, b\u0119d\u0105c przy tym kompendium wiedzy na temat to\u017csamo\u015bci marki. Jego g\u0142\u00f3wnym celem jest zapewnienie jednolitego systemu identyfikacji wizualnej oraz komunikacyjnej we wszystkich aspektach dzia\u0142alno\u015bci firmy, pocz\u0105wszy od strony internetowej, poprzez Social Media, a\u017c po inne materia\u0142y marketingowe i drukowane.<\/p>\n\n\n\n<p>Dlaczego warto stworzy\u0107 i posia\u0107 brand book? Oto kilka kluczowych korzy\u015bci!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Skuteczna_komunikacja_wizualna_marki\"><\/span>Skuteczna komunikacja wizualna marki<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>W\u015br\u00f3d licznych korzy\u015bci p\u0142yn\u0105cych z posiadania ksi\u0119gi stylu marki warto wymieni\u0107 skuteczniejsz\u0105 komunikacj\u0119, kt\u00f3ra umo\u017cliwia zespo\u0142om marketingowym, graficznym oraz zewn\u0119trznym agencjom pe\u0142ne zrozumienie biznesu i jego warto\u015bci. <\/p>\n\n\n\n<p>Dzi\u0119ki temu kontakt z klientami mo\u017ce by\u0107 sp\u00f3jny i efektywny.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Efektywny_system_identyfikacji_wizualnej\"><\/span>Efektywny system identyfikacji wizualnej<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Naszym zdaniem ksi\u0119ga marki powinna wzmocni\u0107 identyfikacj\u0119 wizualn\u0105 poprzez jasno zdefiniowane elementy takie jak logo czy kolory. To sprawia, \u017ce brand staje si\u0119 \u0142atwiej rozpoznawalny w\u015br\u00f3d konkurencji. <\/p>\n\n\n\n<p>Ponadto w takim dokumencie mo\u017cna zamie\u015bci\u0107 wytyczne dotycz\u0105ce komunikacji, co eliminuje chaos, zapewniaj\u0105c jasne zasady post\u0119powania w r\u00f3\u017cnych kana\u0142ach marketingowych.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Przewodnik_dla_nowych_pracownikow\"><\/span>Przewodnik dla nowych pracownik\u00f3w<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Nadal nie wiesz, czy warto posiada\u0107 brand book? <\/p>\n\n\n\n<p>Taki dokument stanowi doskona\u0142y przewodnik dla nowych pracownik\u00f3w, kt\u00f3rzy dzi\u0119ki niemu szybko i sprawnie mog\u0105 pozna\u0107 zasady oraz to\u017csamo\u015b\u0107 marki, co przek\u0142ada si\u0119 na lepsze rezultaty ich pracy. <\/p>\n\n\n\n<p>W ten spos\u00f3b staje si\u0119 on nieocenionym narz\u0119dziem w kreowaniu profesjonalnego i sp\u00f3jnego wizerunku firmy na rynku.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Co_powinien_zawierac_i_jak_zbudowany_jest_brand_book\"><\/span>Co powinien zawiera\u0107 i jak zbudowany jest brand book?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dobry brand book to niezb\u0119dny dokument dla ka\u017cdej firmy, kt\u00f3ry pomaga w utrzymaniu sp\u00f3jno\u015bci wizerunku i komunikacji. Ten swoisty przewodnik stylu marki b\u0119dzie sk\u0142ada\u0142 si\u0119 z r\u00f3\u017cnych element\u00f3w w zale\u017cno\u015bci od specyfiki firmy. Dzi\u015b skupimy si\u0119 na tych kluczowych z perspektywy ma\u0142ego i \u015bredniego przedsi\u0119biorstwa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Misja_wizja_i_wartosci_marki\"><\/span>Misja, wizja i warto\u015bci marki<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To fundamenty, na kt\u00f3rych opiera si\u0119 ka\u017cda firma. Przedstawienie ich w spos\u00f3b anga\u017cuj\u0105cy i przyst\u0119pny pozwoli lepiej zrozumie\u0107 cele, kierunek dzia\u0142ania oraz obietnice marki.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Warianty_logo_i_niedopuszczalne_modyfikacje\"><\/span>Warianty logo i niedopuszczalne modyfikacje<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Przechodzimy teraz do element\u00f3w graficznych marki. Stanowi\u0105 one wizyt\u00f3wk\u0119 firmy, dlatego warto zadba\u0107 o to, aby by\u0142y \u0142atwo rozpoznawalne i stosowane zgodnie z ustalonymi zasadami. Niezwykle wa\u017cne s\u0105 wi\u0119c wszelkie informacje dotycz\u0105ce logo, prezentacja r\u00f3\u017cnych wariant\u00f3w wraz np. z zastosowaniem na r\u00f3\u017cnych kolorach t\u0142a.<\/p>\n\n\n\n<p>Warto w takim dokumencie jasno wskaza\u0107 te\u017c niedopuszczalne modyfikacje logo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Kolory_firmowe\"><\/span>Kolory firmowe<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Paleta kolorystyczna to zestaw kolor\u00f3w, kt\u00f3re s\u0105 charakterystyczne dla danej firmy. Nale\u017c\u0105 one r\u00f3wnie\u017c do element\u00f3w brandingowych, wi\u0119c powinny by\u0107 opisane wraz z kodami kolor\u00f3w oraz zastosowaniami, gdzie mog\u0105 by\u0107 wykorzystywane. To w du\u017cym stopniu u\u0142atwi zachowa\u0107 sp\u00f3jny wizerunek marki.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Typografia\"><\/span>Typografia<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Jakie jeszcze elementy wizualne powinny znale\u017a\u0107 si\u0119 w ksi\u0119dze identyfikacji marki?<\/p>\n\n\n\n<p>Naszym zdaniem czcionki maj\u0105 ogromne znaczenie dla czytelno\u015bci i estetyki materia\u0142\u00f3w marketingowych i innych. Dob\u00f3r odpowiednich kroj\u00f3w pisma pozwala na zachowanie sp\u00f3jno\u015bci oraz czytelno\u015bci komunikat\u00f3w.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zasady_dotyczace_fotografii_i_grafiki\"><\/span>Zasady dotycz\u0105ce fotografii i grafiki<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Styl zdj\u0119\u0107 oraz grafik powinien by\u0107 sp\u00f3jny z pozosta\u0142ymi elementami wizualnymi marki. Dobrze opracowany brand book zawiera wytyczne dotycz\u0105ce tego, jakie zdj\u0119cia i grafiki s\u0105 odpowiednie dla danej marki oraz jak powinny by\u0107 u\u017cywane.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ton_glosu_wytyczne_do_komunikacji\"><\/span>Ton g\u0142osu (wytyczne do komunikacji)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Zasady dotycz\u0105ce komunikacji marki odgrywaj\u0105 kluczow\u0105 rol\u0119 w budowaniu relacji z klientami. Dobry brand book pozwala jasno przedstawi\u0107 wytyczne dotycz\u0105ce tonu g\u0142osu, takie jak u\u017cywanie j\u0119zyka formalnego lub nieformalnego oraz stosowanie \u017cart\u00f3w czy sarkazmu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Zasady_uzywania_materialow_marketingowych\"><\/span>Zasady u\u017cywania materia\u0142\u00f3w marketingowych<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Profesjonalny brand book powinien zawiera\u0107 wytyczne dotycz\u0105ce projektowania oraz u\u017cywania materia\u0142\u00f3w promocyjnych, takich jak reklamy, strony internetowe, plakaty czy kana\u0142y Social Media. <\/p>\n\n\n\n<p>Dzi\u0119ki temu wszelkie dzia\u0142ania marketingowe b\u0119d\u0105 tworzy\u0107 sp\u00f3jno\u015b\u0107 wizualn\u0105 marki.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_book_i_ksiega_znaku_%E2%80%93_czym_sie_roznia\"><\/span>Brand book i ksi\u0119ga znaku \u2013 czym si\u0119 r\u00f3\u017cni\u0105?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Brand book i ksi\u0119ga znaku r\u00f3\u017cni\u0105 si\u0119 od siebie, cho\u0107 oba narz\u0119dzia s\u0142u\u017c\u0105 do zarz\u0105dzania wizerunkiem marki. <\/p>\n\n\n\n<p>A poniewa\u017c o ksi\u0119dze stylu marki wiesz ju\u017c ca\u0142kiem sporo, to skupimy si\u0119 teraz na przedstawieniu drugiego z rozwi\u0105za\u0144.<\/p>\n\n\n\n<p><strong>Ksi\u0119ga znaku to dokument koncentruj\u0105cy si\u0119 g\u0142\u00f3wnie na elementach identyfikacji wizualnej<\/strong>, takich jak logo, typografia, kolory, ikonografia czy pole ochronne znaku. Jej g\u0142\u00f3wnym celem jest utrzymanie sp\u00f3jno\u015bci we wszystkich jej przejawach, co przek\u0142ada si\u0119 na rozpoznawalno\u015b\u0107 i budowanie to\u017csamo\u015bci firmy.<\/p>\n\n\n\n<p>R\u00f3\u017cnica mi\u0119dzy narz\u0119dziami polega na tym, \u017ce brand book ma bardziej kompleksowy charakter, poniewa\u017c obejmuje zar\u00f3wno aspekty graficzne, jak i strategiczne oraz komunikacyjne, natomiast ksi\u0119ga znaku zawiera wytyczne dotycz\u0105ce wy\u0142\u0105cznie elementy wizualne. <\/p>\n\n\n\n<p>Wyb\u00f3r odpowiedniego narz\u0119dzia zale\u017cy od potrzeb i cel\u00f3w biznesowych firmy, jednak warto pami\u0119ta\u0107 o znaczeniu sp\u00f3jnego wizerunku dla sukcesu marki.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e78c642-e432-4a69-aeb2-7ae664918362\"><span class=\"hs-cta-node hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\" id=\"hs-cta-2e78c642-e432-4a69-aeb2-7ae664918362\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-2e78c642-e432-4a69-aeb2-7ae664918362\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e78c642-e432-4a69-aeb2-7ae664918362.png\"  alt=\"Zapisz si\u0119 na newsletter. Dostaniesz e-book w prezencie &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e78c642-e432-4a69-aeb2-7ae664918362', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_korzystac_z_brand_booka_w_marketingu\"><\/span>Jak korzysta\u0107 z brand booka w marketingu?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Tworzenie ksi\u0119gi marki ma sens! Wiesz ju\u017c bowiem, \u017ce <strong>brand book s\u0142u\u017cy firmom do osi\u0105gania strategicznych cel\u00f3w \u2013 w tym marketingowych<\/strong>. Jak mo\u017cesz wykorzysta\u0107 to narz\u0119dzie w swojej firmie? Poni\u017cej znajdziesz kilka praktycznych propozycji!<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Sp\u00f3jno\u015b\u0107 wizualna<\/strong>: przewodnik stylu marki pomaga utrzyma\u0107 sp\u00f3jno\u015b\u0107 wizualn\u0105 we wszystkich materia\u0142ach marketingowych, takich jak reklamy, banery, ulotki czy strony internetowe. Dzi\u0119ki temu odbiorcy \u0142atwiej zapami\u0119tuj\u0105 i rozpoznaj\u0105 mark\u0119.<\/li>\n\n\n\n<li><strong>Jednolity przekaz<\/strong>: brand book pozwala na utrzymanie jednolitego tonu komunikacji, zar\u00f3wno w tre\u015bciach pisanych, jak i wizualnych. To wa\u017cne, aby odbiorcy kojarzyli firm\u0119 z okre\u015blonymi warto\u015bciami i emocjami.<\/li>\n\n\n\n<li><strong>Wsp\u00f3\u0142praca z partnerami<\/strong>: Dzi\u0119ki ksi\u0119dze marki \u0142atwiej jest nawi\u0105za\u0107 wsp\u00f3\u0142prac\u0119 z innymi firmami czy influencerami. Dokument ten pozwala im szybko zrozumie\u0107, czym charakteryzuje si\u0119 przedsi\u0119biorstwo i jakie s\u0105 jego kluczowe elementy.<\/li>\n\n\n\n<li><strong>Szkolenia pracownik\u00f3w<\/strong>: zebrane w jeden dokument elementy identyfikacji wizualnej wraz z wytycznymi dotycz\u0105cymi komunikacji mog\u0105 by\u0107 r\u00f3wnie\u017c u\u017cyteczne podczas szkole\u0144 pracownik\u00f3w. Pozwoli im to zrozumie\u0107, jakie s\u0105 warto\u015bci marki, jakie ma ona cele oraz jak nale\u017cy o ni\u0105 dba\u0107 na co dzie\u0144.<\/li>\n\n\n\n<li><strong>Rebranding<\/strong>: je\u017celi zdecydujesz si\u0119 na zmian\u0119 wizerunku swojej firmy, zawsze mo\u017cesz skorzysta\u0107 z element\u00f3w wizualnej identyfikacji, kt\u00f3re zosta\u0142y stworzone wcze\u015bniej.<\/li>\n<\/ol>\n\n\n\n<p>Ksi\u0119ga marki to niezb\u0119dne narz\u0119dzie dla ka\u017cdej firmy, kt\u00f3ra chce zbudowa\u0107 siln\u0105 pozycj\u0119 na rynku. Dzi\u0119ki niej mo\u017cna utrzyma\u0107 sp\u00f3jno\u015b\u0107 wizerunku, co przek\u0142ada si\u0119 na lepsz\u0105 rozpoznawalno\u015b\u0107 i wi\u0119ksze zaufanie ze strony odbiorc\u00f3w. Pami\u0119tajmy, \u017ce taka inwestycja to inwestycja w przysz\u0142o\u015b\u0107 biznesu.<\/p><div class=\"pstzs69f54194c281d\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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<\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.gxrva69f54194c27a4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.gxrva69f54194c27a4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.gxrva69f54194c27a4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.gxrva69f54194c27a4 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.gxrva69f54194c27a4 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"snahy69f54194c2718\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.snahy69f54194c2718 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.snahy69f54194c2718 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.snahy69f54194c2718 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.snahy69f54194c2718 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.snahy69f54194c2718 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"mskls69f54194c269f\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.mskls69f54194c269f {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.mskls69f54194c269f {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.mskls69f54194c269f {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.mskls69f54194c269f {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.mskls69f54194c269f {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"kjcei69f54194c2625\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.kjcei69f54194c2625 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.kjcei69f54194c2625 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.kjcei69f54194c2625 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.kjcei69f54194c2625 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.kjcei69f54194c2625 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"mlnzu69f54194c25aa\" ><!-- Strategia marketingowa -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><span class=\"hs-cta-node hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" id=\"hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '9d4aa58d-1ab7-4301-b000-ac3d639abc98', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.mlnzu69f54194c25aa {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.mlnzu69f54194c25aa {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.mlnzu69f54194c25aa {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.mlnzu69f54194c25aa {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.mlnzu69f54194c25aa {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"nscea69f54194c252e\" ><!-- Social Media -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-387c3571-1376-4b17-bb02-3ee7c0d54013\"><span class=\"hs-cta-node hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\" id=\"hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-387c3571-1376-4b17-bb02-3ee7c0d54013\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '387c3571-1376-4b17-bb02-3ee7c0d54013', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.nscea69f54194c252e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.nscea69f54194c252e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.nscea69f54194c252e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.nscea69f54194c252e {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.nscea69f54194c252e {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"gakcd69f54194c24a0\" ><!-- Copywriting -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><span class=\"hs-cta-node hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" id=\"hs-cta-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" target=\"_blank\" rel=\"noopener, nofollow\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-0d4fb5f3-b88d-4456-a7be-207e7a27d1d8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/0d4fb5f3-b88d-4456-a7be-207e7a27d1d8.png\"  alt=\"e-book Jak tworzy\u0107 tre\u015bci, kt\u00f3re przyci\u0105gn\u0105 Twoich klient\u00f3w\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '0d4fb5f3-b88d-4456-a7be-207e7a27d1d8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.gakcd69f54194c24a0 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.gakcd69f54194c24a0 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.gakcd69f54194c24a0 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.gakcd69f54194c24a0 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.gakcd69f54194c24a0 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"wsxnr69f54194c241b\" ><!-- SEO1 -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><span class=\"hs-cta-node hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" id=\"hs-cta-2e440e3a-91d6-4b6d-8268-289ea3a8329b\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-11288 lazyload\" id=\"hs-cta-img-2e440e3a-91d6-4b6d-8268-289ea3a8329b\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/2e440e3a-91d6-4b6d-8268-289ea3a8329b.png\"  alt=\"e-book SEO lokalne od A do Z\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '2e440e3a-91d6-4b6d-8268-289ea3a8329b', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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Jednak za t\u0105 sp\u00f3jno\u015bci\u0105 stoi co\u015b wi\u0119cej ni\u017c tylko dobry design \u2013 to precyzyjnie opracowany brand book, o kt\u00f3rym opowiemy w tym poradniku. Czym jest ksi\u0119ga marki? Dlaczego warto mie\u0107 j\u0105 w swojej firmie? Jak [&hellip;]<\/p>\n","protected":false},"author":101035,"featured_media":11289,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[362],"tags":[],"class_list":["post-11288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategia-marketingowa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak wykorzysta\u0107 brand book w marketingu? - WeNet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wenet.pl\/blog\/jak-wykorzystac-brand-book-w-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak wykorzysta\u0107 brand book w marketingu?\" \/>\n<meta property=\"og:description\" content=\"Ka\u017cda silna marka, kt\u00f3r\u0105 podziwiaj\u0105 klienci, opiera si\u0119 na sp\u00f3jnej to\u017csamo\u015bci \u2013 od logo, przez elementy graficzne, po strategi\u0119 komunikacyjn\u0105. 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