Brand implementation

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.

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:

• Inadequate communication
• No situation and needs analysis
• Lack of consequence
• Undefined processes
• Fragmented (organizational) structures.^[3]
• Organisations not considering all touchpoints ^[4]
• No localisation strategy ^[5]
• Absence of brand management strategy ^[6]

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).

Global Brand Implementation Specialists

There are a handful of companies around the world that have pioneered the creation and evolution of the discipline of Brand Implementation. These pioneers do not create the identities or brand strategies seen in the world, they focus all their time and energy towards the business and brand mechanics of ensuring a brand is implemented with cost-effectiveness, efficiency, quality, and impact across all branded assets (signage, fleet, documents and forms, IT, uniforms, ID Badges, etc.). These companies include:

• Beige & Co (Global Partner Network. US Headquarters)
• BrandActive (Global Capability. US and Canada Headquarters)
• Brand Strategy (Seattle Headquarters)
• Endpoint(International, London, Dubai and Doha Headquarters)
• Global Image Management (International, UK Headquarters)
• NykampNyboer (Netherlands Headquarters)
• Principle Group (International, UK Headquarters)
• Resource Cube (Taiwan Headquarters)
• VIM Group (International, UK Headquarters)
• VibiGroup (UK Headquarters)
• WIIN Solutions (Sydney Headquarters)

See also

• Brand
• Brand architecture
• Brand community
• Brand engagement
• Brand loyalty
• Brand management
• Brand language
• Brand orientation
• Employer branding
• Integrated marketing communications
• Branded Asset Management
• Retail design / Visual merchandising
• Visual brand language

References

• Baxter, Marilyn (2006) "Magic and Logic, explains the relationship between design, procurement and agencies."
• Van den Bosch, A.L.M., (2005). Corporate Visual Identity Management: current practices, impact and assessment. Doctoral dissertation, University of Twente, Enschede, The Netherlands."