The Brand Book is the foundation of the whole system. Start with Foundation for the strategy and the two pillars, then Voice & Tone — the chapter the authors call the most important one. The rest cover how the brand shows up, stays accessible, and is governed over time.
01 Foundation The engagement gap, the informed-choice model, the mission, and the two brand pillars (Open & Social). 02 Personality The Playbook voice and the Support voice, the personality spectrum, humor guidelines, and how it should make players feel. 03 Voice & Tone Six voice principles, the four-register tone spectrum, before/after rewrites, and the preferred-language guide. 04 Messaging Framework The four-level message hierarchy — taglines, pillar messages, contextual messages, and long-form content. 05 Accessibility WCAG 2.1 AA as the baseline — visual, cognitive, and motor accessibility, plus legal frameworks by region. 06 Application Guidelines How the brand shows up across digital, print, venue, and broadcast — plus co-branding and responsive rules. 07 Governance Who owns the brand, the review cadence, versioning, and content-approval workflows. 08 Cultural Adaptation How to adapt the voice across markets along a set of cultural spectrums — and what never changes.