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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company.

The main purpose of a brand book is to showcase and explain your brand's identity, mission, visual style, and core values.

What are brand guidelines? Brand guidelines are the standards and rules an organization uses to maintain brand consistency across channels. They define the framework for visual, verbal, or written communication and they set the foundation for a solid brand to grow and thrive.

But when you're dealing with fonts that are smaller than 18pt, you should increase the leading to around 1.2x, eg 18pt / 21.5pt. This will stop the text looking too 'tight'. Set copy sub-headings appropriately so they complement the body copy. Please don't set body copy any smaller than 9pt / 11pt leading.