Brand implementation

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In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design.

Contents

Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand's image in all business units, communication channels and media.

This refers to marketing and branding as a unified whole. In that respect, brand implementation is a continuous process, which requires controlling the brand's image and presence despite changes in markets and company structure. [1]

Background

Brand implementation emerged as a discipline in the 1990s when brand owners recognized the need for consistency across branded estates. Traditionally, brand implementation was handled by various parties, including shop-fitters, interior designers and sign companies. Lack of centralized project management led to inconsistencies, while information dissymmetry meant suppliers had too much control over brand issues. Brand implementation was consequently coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.

Key problem fields

The experience of more than 80 companies operating worldwide shows that a lack of planning before the rebrand, [2] consistent implementation and complete control are the key problems of brand implementation. Eight large stumbling blocks stand in the way of effective implementation:

Magic and Logic

Brand implementation does not involve the design or creation of brand identity; brand implementation agencies work closely with branding agencies to ensure that their work is applied accurately and consistently. This relationship is referred to as Magic and Logic (RTM of Marketing Supply Chain International). Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).

See also

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Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language, word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language, it can also be incorporated through visual elements as well as delivery.

Verbal identity or verbal brand identity is the linguistic component of an organisation's brand. It incorporates brand language, the terms in which an organisation describes itself and its products, but also covers the names of corporations and the products they sell, taglines, and the “voice” of the brand, defined as the personality and tone discernible in its communications. In conjunction with visual and sensory identity, it is a key component of overall brand identity.

References

  1. ↑ Misof, Guenther (2007). „Brand Implementation. Managing and Controlling Brand Identity“, Germany
  2. ↑ Brand Implementation: TBC, Tony Lorenz, 2012 "Brand Implementation: TBC | Endpoint". Archived from the original on 2013-12-02. Retrieved 2013-11-27.
  3. ↑ A roadmap for communication during brand change, Patrick Heath, 2019 https://brandactive.com/agency-stakeholder-rebrand-communication/
  4. ↑ Study in more than 80 companies operating worldwide. Brand Implementation Group, 2006-2011
  5. ↑ Brand Journey: Make sure your clients do not get off too soon, Lili Larratea, 2013 http://www.endpoint.co.uk/brand-journey-make-sure-your-clients-do-not-get-off-too-early/ Archived 2015-05-05 at the Wayback Machine
  6. ↑ Localisation of your brand: Why it's important to get it right, Paul Veness, 2012 http://www.endpoint.co.uk/localisation-of-your-global-brand-why-its-important-to-get-it-right/ Archived 2015-05-05 at the Wayback Machine
  7. ↑ Maintaining your rebrand: Why the least glamorous part of your rebrand is often the most enduring, Annie Corbishley, 2012 http://www.endpoint.co.uk/maintaining-your-rebrand-why-the-least-glamorous-part-of-your-rebrand-is-often-the-most-enduring/ Archived 2015-05-05 at the Wayback Machine

Further reading

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