The term “red book” is often used in marketing to describe an internal document that contains important information about a brand’s product or service. It encompasses a variety of things including technical specs, positioning statements, current and potential customer base, market trends, competitive landscape, and more. It is primarily used as a reference for everyone involved in the product or service, from the marketers running campaigns to the researchers and developers creating a new product.
The goal of the red book is to offer a comprehensive overview of the entire product or service, from its concept and design to the current landscape. It acts as a reminder of the brand’s core messaging, target market, and development progress, and can be seen as akin to having an all-in-one resource.
When creating a red book, marketers should keep the following points in mind:
Focus on the customer
A red book should always focus on the customer experience. Include customer feedback, and make sure all aspects are designed with the customer in mind.
Include research
The red book should include findings from customer research, market research, and interviews with the target audience to ensure the message is relevant.
Use visuals and graphics
Include visuals and graphics in the red book to help illustrate points and make the information more engaging and easier to interpret.
Set clear objectives
The main objective of the red book should be clearly defined. This means establishing goals and objectives for any campaigns, services, or products related to the brand.
Creating a red book is an essential part of any successful product or service launch, allowing marketers and teams to have everything they need in one place for reference. It also serves a great role in internal communication and helps define the product or service for both customers and internal personnel.
