Brand compliance is a marketing initiative that ensures that brand elements, such as the brand name, logo, slogan, etc., are consistent and strictly aligned with brand guidelines. Maintaining it is essential to building brand recognition and communicating consistent messages with clients through different channels.
A brand identity contains multiple elements, including the name, logo, color, graphics, slogan, etc. Brand compliance requires consistency in the said elements to avoid misuse. Using the correct color, font, logo, and style identified in the brand guidelines is a basic part of maintaining brand compliance. Such a practice makes the brand identity virtually consistent with its audience.
If the color or font of a logo that appears on the business’ online shopping website is different from the one shown on its advertising boards, potential customers might be confused if the two logos represent the same brand and they may question if they are on the correct website.
Besides the visual appearance, brand compliance requires the consistency of messages conveyed by any brand content to avoid misinformation.
Brand compliance is a marketing initiative that ensures that brand elements, such as the brand name, logo, slogan, etc., are consistent and strictly aligned with the brand guidelines.
From a sales perspective, brand compliance solutions help improve brand recognition and customer relationship. From an operational perspective, ensuring brand compliance enhances the company’s internal control process.
The steps to build brand compliance include setting up brand standards, practicing brand compliance, and monitoring brand compliance.
Importance of Brand Compliance
From a sales and marketing perspective, brand compliance is essential to client relationships by building brand recognition.
The brand is the unique identity of an organization. A consistent brand image makes it easier for clients to recognize the brand among a bunch of others. It gives customers the confidence that it is the product or company that they are familiar with. Ensuring consistency in what the audiences see and hear is an important factor to efficiently convert the investments in marketing campaigns to real sales growth.
The absence of brand compliance increases the risk of brand misuse and misinformation. It causes the risk of false claims and false advertising, which will negatively impact the public image of the business and the reliability of its brand.
These factors will ruin the company’s marketing efforts. It can be very costly to fix the misinformation, depending on how deeply the misinformation is rooted in the audience’s mind.
From an operational perspective, brand compliance helps to improve the internal due diligence of a business and protect its copyrights and trademark. It controls the potential legal risks associated with brand licensing agreements and intellectual property rights.
Building Brand Compliance
1. Set up brand guidelines
The marketing department is often responsible for the compliance efforts. The first step of building brand compliance is to set up guidelines to specify the elements that define the brand, such as the color, font, image, logo, and message. The guidelines are also known as brand standards.
The brand standards should apply to all types of brand content. It includes marketing materials such as websites, social media, brochures, business cards, invoices, contracts, and internal communication materials.
2. Practice brand compliance
The next step is to practice brand compliance. All employees should know the brand standards and easy access to them to refer to the standards while creating or communicating any brand message. It is necessary to educate employees and create a culture of taking brand identity seriously.
3. Monitor brand compliance regularly
Regular monitoring is required to ensure the practice is in place. The monitoring efforts often require the executive team’s efforts as the general leadership may lack visibility. The content subject to brand standards needs to be examined for compliance regularly.
A set of metrics may be developed to facilitate the monitoring process. Examples include a record of comments, brand usage, awareness, etc.
In addition, in-person visits can be an effective way to monitor compliance for brick-and-mortar stores. The best time is when promotions change. Once any non-compliance is detected, actions should be taken as soon as possible to fix the problem.