I've Got Standards, Baby! How to protect your brand investment
I was watching a medical report on the news about the 5-second rule—how long from when you drop food on the floor it is safe to pick it up, dust if off and pop it in your mouth. The reporter interviewed random people on the street and some medical professionals. Each could justify eating something off the ground under certain circumstances. And, many had carefully defined rules governing the time, environment and type of food. Only one person said, “Never! I’ve got standards!” (Oh, sure.)
Standards are also important in branding. When you invest in developing a strong brand, it is important that you protect the health of that brand with standards governing how it is represented, where it appears and who can make the decision about its usage at every touchpoint. You are setting up expectations about the brand appearance and experience for your audience. It is essential to maintain consistency and congruency.
In most businesses there are two pods of thinking: those who crave rules, just wanting to know the parameters in which they should operate, and those who only want to know the boundaries so they can find the weak point to break through them. So, developing a comprehensive brand usage guide is a priority. It should be a living document, revisited and revised, as new media or opportunities present themselves.
Here are some tips for developing brand standards. The complexity of your guidelines will depend on the size of your company and activities in which you engage.
Are you ready to build or energize your brand but don't know how to get started?
Are you unsure about how to select the right brand consultancy for your business?
Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.
I've Got to Be Me: Copycatting is for cowards
ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.
Want to comment or suggest a topic? Send me an email.
© 2016 ALLE Inc. All rights reserved.
ALLE branding marketing design, 1302 Waugh Drive. PMB140, Houston, TX 77019
Would you like to receive ALLEnews? It’s free, low calorie and will makes you look 10 years smarter. Click here to subscribe.
If you prefer not to receive future enewsletters, please click here to be removed from the mailing list.