Part III: How to Ensure Brand Consistency (I)

By this point, you’ve learned how to plan and manage a brand activation project, but how do you ensure brand consistency moving forward? 

It all starts with documenting your brand messaging in a database.

Step 1: Create brand messaging centralized database

The goal of this database is to help you keep track of your brand messaging. Companies are always evolving and changing – whether you’re going through a merger or acquisition, plan on running a new brand campaign, or want to change your brand altogether, it’s imperative that you know where each physical asset is, what each physical asset’s brand message is, and how long each physical asset will hold that brand message.

Now let’s take this back to the beginning. Back when we reviewed how to plan for your brand activation project, step one was to document the details of every physical branded asset. (Need a refresher? Check out that post here.) Use the database you created in step one of planning as your basis for step one of ensuring brand consistency! In your brand messaging database, you’ll want to include:

  • Location Details – map of each location, total number of signs and vehicles at each location, etc.
  • Asset Details – sign type/manufacturing details, vehicle make/model/year, current image of each asset and their “brand message”, etc.
  • Brand Compliance Details – image of each sign/vehicle design standard, copy of company brand guidelines, brand compliance status of each location and each asset, etc.
  • Marketing Campaign Details (if applicable) – scheduled marketing campaigns, campaign messages, length of campaigns, etc.

Having this information organized in a centralized database will allow you to easily identify brand compliance gaps during moves, add-ons, and changes. But just having this database is not enough. To ensure your brand is staying consistent throughout the marketplace, you need to appoint a brand guardian. Want to learn more about this? Tune in next week for step two!

Author: Caylin Asehan
Created: 1/18/2018
Category: Brand Consistency

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