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How To: Creating a Brand Playbook

When I was first started with Wolfgang in January I did an entire analysis of the company’s marketing efforts. Soon after, I started my first task: Creating an all encompassing Brand Playbook for Wolfgang. 

With little project scope, I was left to my own devices and to me, it only made sense to kick the Playbook off with the genesis of Wolfgang Commercial Painters. The company started 12 years ago in 2004, and I wanted to understand and document the why of the company. Branching from there, I aligned the Wolfgang’s pantone colours used for the logo and for designing promotional pieces.

Next was arguably the most challenging part of the Playbook, recreating the Wolfgang Brand Promise and discussing the importance of fine tuning our internal systems to follow through on said, marketed promise. The Wolfgang Promise is a clean branded team, unprompted, honest weekly updates and delivery of the project’s final 5%.

The rest of the Playbook followed a logical order: Company purpose, values, voice tone, signature and out of office message, fonts, uniform and a section dedicated to the company’s marketing plan. The Playbook acts as a guide for the company as a whole; it guides new employees and answers questions about even the most minute marketing details. The Playbook is the guide in which we collectively reference when making marketing decisions.

Although the entire task of analyzing then recreating a Playbook with pieces of existing and new content was daunting, the entire process was educational and felt “bigger picture”; I knew that aligning brand aspects in one conclusive, living document was a paramount aspect to the company’s overall identify and success.

Now that the project is behind me, it’s rewarding to reference the Playbook in its entirety when creating new marketing materials, looking at digital projects and completing light office renovations.

I’d love to know, does your organization have a Brand Playbook? If so, do you find it helpful and if you don’t have one, why not?

 
Deana Srdic

About the Author: Deana Srdic

Deana Srdic is the Marketing Manager for Wolfgang Commercial Painters. Deana plans and implements Wolfgang’s annual marketing strategy, manages the website, facilitates the Wolfpack’s digital strategy and plans client events. Deana graduated from Camosun College with a degree in Marketing Communications Management and Leadership, an additional general Business diploma and Management certificate. Deana spends her free time working on her personal blog, lifting weights and actively participating in personal growth coaching. She’s a city girl with a passion for consistency.
 

Wolfgang Commercial Painters

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112- 4268 Lozells Ave. Burnaby, BC, V5A 0C6