The key to brand compliance

The key to brand compliance


Tuesday, April 29, 2014 | Philip Guiliano

You’ve joined us in the middle of a blog series on best practices for a successful brand implementation. We’ve illustrated that a new brand launch can take many forms, and that if you’ve got executive buy-in, a top-notch solid implementation plan, and a handle on your complete set of branded assets, you’re well positioned for success. In this article we’ll explain the importance of guidelines, standards and technical specifications to ensuring brand compliance in the implementation of your new brand’s visual identity.

Creative Development is Only the Beginning

It’s common misconception that in a rebranding project, the work of creating your new brand identity (logo, tagline, colors, or symbols) is limited to the initial creative process. The finalization of the new brand and its usage guidelines by a branding agency is only the first step in determining how the new brand should appear on all your branded assets.

Brand Application Guidelines, Standards and Technical Specifications

For example, let’s say you have 30 different types of vehicles in your fleet. These vehicles come in a variety of sizes and shapes, with doors and windows in varying positions. In order to ensure brand compliance, the specific application to each different vehicle type must be considered and documented to ensure consistency across the entire fleet. Furthermore, the materials to be used in branding your fleet must be specified. This would include paint standards and colours, materials for decals, the method for applying decals, etc. Properly documenting these standards is the key to ensuring brand consistency as you roll out your new brand. This is particularly important in global implementation where requirements across the various asset categories can vary considerably. Furthermore, it is key to creating the foundation for quality brand management in to the future.

Brand Implementation Support

BrandActive supports this process by ensuring that the full range of assets are identified and that the necessary guidelines, standards and technical specifications are complete. We then help to ensure quality control as branded assets are rolled out on time and on budget. Our next article will address how to tap internal budgetary resources to support your brand implementation strategy. Stay tuned and be the first to learn about new blog posts, the latest news about successful brand management by connecting with us on LinkedIn.

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