Take the guesswork out of developing a plan for your physical touchpoints during a rebrand.
So far in part III, we’ve covered creating a brand messaging centralized database and appointing a brand guardian. But the responsibility of ensuring brand consistency doesn’t just fall on the brand guardian – asset owners and facility managers are responsible as well.
Step 3: Assign and track corrective actions
While it’s great to have a brand messaging database to help keep track of your brand in the marketplace and a brand guardian to oversee that your brand stays compliant, neither of those will matter if your asset owners and facilities managers don’t buy-in to help complete the compliance mission. Because your branded assets can be spread out in multiple footprints, the brand guardian will rely on asset owners and facility managers to help keep the brand messaging database up-to-date.
How do they do this?
By running compliance checks on a monthly, quarterly, or annual basis. The compliance checks will allow brand guardians to assign asset owners and facility managers tasks to update the database with current photos and descriptions of branded assets. The brand guardian will then be able to see what corrective actions are needed to make everything brand complaint, assign these actions to the asset owners and facility managers, and track the revisions of each branded asset in the database as changes are made.
To effectively ensure brand consistency in your company, the brand guardian, asset owners, and facility managers must all work in tandem to continually update your brand messaging database. If creating the database seems a little daunting, Implementix offers an ix Touchpoint application that will do it for you! With this tool, your brand guardian will be able to:
- track the brand compliance statuses of each individual branded asset at each location,
- track unresolved corrective actions for marketing materials, signage, displays and facilities, and
- assign future marketing campaigns straight from the app.
Interested in learning more? Email us at firstname.lastname@example.org for more information.
And there you have it – we’ve completed the entire series! You’ve successfully learned how to plan for and manage a successful brand activation project, and have learned how to ensure brand consistency once your project is completed. We’d love to know your thoughts! Did you find these tips helpful? Are there brand change strategies your company has implemented that are different from what we outlined? Shoot us a note and let us know!
Author: Caylin Asehan
Category: Brand Consistency