Brand Book Setup - The Goldilocks Approach
Nicole Schram walks through a focused brand book setup that gives editors exactly what they need — no more, no less — to produce consistent, on-brand video content.
Transcript
If you wanna scale content without slowing down your team, your brand book matters more than you think. A well filled out brand book doesn't just guide your content. It removes friction from the entire editing workflow. It helps contributors know exactly what to create and prevents unnecessary back and forth during editing. Without a clear brand book, two things happen. Contributors submit content that misses a mark, and your team gets stuck in endless revisions trying to fix it. That's where time lines slip and content production slows down. But when your brand book is done right, you get faster submissions, fewer edits, and consistent output. It becomes easier to scale because everyone is aligned from the start. So what makes a strong brand book? You don't need a twenty page document. In fact, that actually hurts more than it helps. Focus on three to five clear guidelines. How should your brand sound? Professional, conversational. And as you can see, we are on a brand book page right now. Ensure that you have the proper logos, the color palette, any colors that you always want to implement in your videos or perhaps stay away from, your fonts and specific fonts, whether you have different ones for headers or body, any graphic elements. So anything outside of your logo that you want implemented into the video, any extra imagery, you may not need to fill out all these fields. Your voice and tone. And here, if you have a logo intro and outro sting, you can implement them here. Of course, we can always use your logo up top and put an animation on it to create this intro or outro logo. But once that asset is created, we should load it up here into this intro and outro logo. So moving forward, every time we know this is where we're going to put our bookends. And then any music, if there's a type of track that you always want us to pull. And if you have a good example video that you want us to always m m if you always want to implement, put it down in this example, and then press save, and you are good to go.
Overview
In this 2-minute training, Nicole Schram explains how to populate your MarketScale Studio brand book with the right amount of guidance — not too little, not too much. The video covers the five core brand elements editors rely on: logos, colors, fonts, voice and tone, and intro/outro assets. By hitting that balanced middle ground, teams reduce revision cycles and maintain visual consistency across every video output.
What Is This?
A brand book in MarketScale Studio is a structured reference document that stores your organization's core visual and editorial guidelines, giving video editors a single source of truth before they begin production.
What You'll Learn
- Identify the five essential brand elements to include in your Studio brand book
- Upload and organize logos, color palettes, and approved font files within the platform
- Write clear, actionable voice and tone guidelines that editors can apply immediately
- Add intro and outro assets so every video opens and closes consistently
- Avoid over-specifying guidelines that slow editors down or create ambiguity
- Apply the Goldilocks principle to calibrate brand documentation for maximum editorial efficiency
Key Insights
- Three to five well-defined guidelines outperform exhaustive brand documents because editors can act on them without interpretation
- Storing logos, colors, and fonts directly in the asset library eliminates version-control errors and off-brand substitutions
- Voice and tone guidance is as critical as visual assets — editors who understand your brand's personality make fewer content revisions
- Intro and outro assets uploaded at the brand book level create structural consistency that scales across every video project without repeated manual setup
Deep Dive
Brand consistency in video production is often treated as a design problem, but it is fundamentally a workflow problem. When editors have to search for a logo, guess at a hex code, or infer a brand's tone from a finished video, mistakes are inevitable and revision rounds multiply. The Goldilocks approach to brand book setup addresses this directly by asking teams to document only what editors need — and to document it clearly.
The five elements Nicole covers in this training form the minimum viable brand reference for any video project. Logos should be uploaded in multiple formats so editors always have the right file for the right context. Color palettes should list primary and secondary values in hex or RGB, not just descriptive names. Font selections should specify weight and usage — for example, whether a typeface is reserved for titles, lower thirds, or body text.
Voice and tone guidelines are where many brand books fall short. A phrase like 'be professional' tells an editor nothing actionable. Effective guidelines describe sentence length, acceptable vocabulary, and the emotional register the brand is aiming for — whether that is authoritative, conversational, or instructional. Even two or three concrete examples can dramatically reduce back-and-forth between producers and reviewers.
Finally, pre-loading intro and outro assets into the brand book removes a recurring manual step from every project. Editors no longer need to locate, verify, or re-upload these files for each video. The result is faster turnaround, fewer errors, and a finished product that reflects the brand accurately from the first frame to the last.
Frequently Asked Questions
How many guidelines should a Studio brand book include?
The Goldilocks approach recommends three to five clear guidelines as a starting point. Fewer than three leaves editors without enough direction, while more than five can introduce conflicting rules or slow down the editing process unnecessarily.
Where do I upload logo and font files in MarketScale Studio?
Logo, font, and other visual assets are uploaded directly through the platform's asset library, which is accessible within the brand book setup interface. Centralizing files there ensures editors always pull from the approved, up-to-date source rather than local or shared drives.
What should voice and tone guidelines include to be useful for editors?
Effective voice and tone guidance should specify sentence style, vocabulary preferences, and the overall emotional register of the brand — for example, whether the tone is authoritative, warm, or concise. Including one or two example phrases gives editors a concrete benchmark to reference during editing and review.
Related Topics
After setting up your brand book, exploring asset library organization and platform navigation will help your team make the most of the files you have uploaded. Training on video project workflows within MarketScale Studio is also a natural next step for teams looking to connect brand standards directly to production timelines.
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