Practical brand governance

Our client is a globally active, fast-growing industrial company in the B2B sector. The expansion is increasingly leading to different interpretations and realisations of the brand identity. This has resulted in visual and content-related inconsistencies in the external and internal perception and the brand is losing its recognisability and strength. At the same time, individual markets and disciplines are demanding more flexibility in the development of marketing materials and measures.

To begin with, we conduct a detailed brand audit to identify inconsistencies in the brand image and weaknesses in the brand identity.

In order to resolve the conflict between necessary consistency and desired flexibility, we identify the underlying problems and challenges in a collaborative process with global brand management and the international marketing and discipline managers as part of digital workshops. Based on this, we jointly outline possible solutions to enable the brand to present itself consistently at all touchpoints and simplify decision-making processes.

Based on the brand audit and the workshop results, we develop the appropriate brand governance measures and tools to improve brand consistency. In addition to developing a brand tonality, this also includes refining the corporate design and developing tools (e.g. golden standards, templates, creative brand lead) for the orientation, inspiration and control of marketing materials. Finally, we implement the corresponding measures and activate the relevant stakeholders by means of training courses to ensure a safe introduction to the renewed brand identity and the associated guidelines and tools.

The result of our work is a functional and easy-to-understand brand governance framework. At its core is a brand identity that is not only consistent, but also attractive, distinctive and functional. The tools developed and implemented regulate freedoms and boundaries within the brand identity and create clarity and structure in day-to-day concept and design decisions.

Through our collaborative approach, we achieve buy-in from the various stakeholders on the meaningfulness and necessity of the measures, reduce internal tensions and help to develop shared pride in the brand.

Our practical brand governance framework enables the organisation to manage its own brand consistently and effectively in a collaborative way and to create more impact for the brand through greater consistency.