Part III: How to Ensure Brand Consistency (II)

Last week, we introduced you to the first step of ensuring brand consistency after planning and managing your brand activation project.

As mentioned, documenting the location, asset, brand compliance, and marketing campaign details of your brand messaging is not enough. (Need a refresher? Check out last week’s blog here.) You have to consistently monitor that messaging throughout your company.

What’s the best way to do this? Appoint someone in your organization to take the lead on it.

Step 2: Appoint a brand guardian

We recommend having your brand guardian be either a singular person or group of people that are a mix of your in-house marketing team and facilities team – rather than an agency. While your agency will help build and develop your brand story and promise, your in-house marketing and facilities teams are the actual brand owners. They see, interact with, and maintain the brand on a daily basis. The brand guardian will essentially be the go-to person (or people) that oversees your company’s brand in the physical marketplace, so choose wisely!

By using the brand messaging database from step one, the brand guardian(s) will be able to:

  • identify compliance gaps,
  • maintain brand consistency, and
  • manage all promotional messaging from start to finish.

Having ownership of the above will allow you brand guardian to ensure brand consistency throughout your company. But how exactly do can they achieve this on their own? Check back next week as we go over the final step: assign and track corrective actions.

Author: Caylin Asehan
Created: 1/25/2018
Category: Brand Consistency

Share on Facebook Share on Twitter

6 Reasons to Outsource Rebranding Implementation

Deciding whether or not to outsource your large rebranding project can be tough. We know there are many considerations in the mix that you need to evaluate. While we can’t make the decision for your, we can share the 6 more important reasons our clients have decided to outsource their physical assert rebranding to Implementix.

Implementix Team Dec 8 2018

To Outsource or Not Outsource?

Mergers, acquisitions, and competitive issues trigger rebranding every day. Whether it’s a new name, new logo, or other visual elements, it’s still a brand change.

Implementix Team Dec 8 2018

How to Automate Local Marketing for Brand Consistency

Keeping brand messages consistent in a true omnichannel method utilizing both in the online and physical world is a constant challenge many companies face. Marketing done at the local level by retailers or franchisees often relies on social media, digital, PPC, email, and display, because these lower-cost local marketing tactics are measurable, effective, and easy to change. Thankfully, updating local marketing in the digital world is fast and easy compared to the physical world.

Implementix Team Dec 8 2018

Branch Rebranding: One Size Does Not Fit All

Rebranding your bank or credit union branches is complicated. Take it from us. If you overlook fundamentals like logistics and data accuracy, you’re opening yourself up to blown budgets and missed deadlines.

Implementix Team Dec 8 2018

MedStar Health Case Study

Uncovering failure points allowed us to keep the rebranding launch on time and on budget. Through this initiative, Implementix has built an ongoing partnership with MedStar that continues today.

Bob Zeberlein Nov 30 2018