We hear a lot about brand development, but less about brand compliance. Let’s cover the basics of what you need to know.
What is brand compliance?
Brand compliance describes the process companies follow to ensure all their brand’s elements, content, and assets are used correctly, consistently, and in accordance with the brand guidelines and company values. This includes things such as using the logo, colours, and fonts correctly in addition to consistent messaging in the right tone of voice. It usually goes one step further to include brand guidelines for stock images, graphics, and copyright symbols.
Who manages brand compliance?
Brand compliance isn’t a regulatory concern as in some industries; for example, in financial services, FCA compliance consultants such as www.adempi.co.uk/ help businesses avoid hefty penalties for failure to comply. Brand compliance is more of a reputational and marketing issue.
What are the benefits of good brand compliance?
The main benefits are consistency, trust in the brand, a stronger corporate identity, better internal efficiencies, and a better customer experience. Good brand compliance can also reduce legal risks. When brand compliance is managed well, companies have a more consistent and cohesive external image that is delivered in the same way, regardless of the staff member or partner delivering it. This helps to build a stronger presence in the marketplace and shows customers that the company is authentic and can be trusted.
Brand compliance is a big topic for businesses. Marketing teams provide guidelines and support documentation, including templates, to help people get branding right and deliver the best possible marketing outcomes.
