Brand implementation

Brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal identity carriers. 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 means the continuous and consistent application of the brand's image in all business units, all communication channels and all media - thus adapting to the ongoing changes within markets, stakeholders, technologies and sociocultural environments.
This refers to marketing and branding as a unified whole. In that respect, brand implementation must be seen as a continuous process, one which will require controlling the brand's image and presence in the face of changing requirements from the markets or one's own company structure.

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 thus coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.

Today

Brand implementation is now a critical discipline focused on binding the relationship between the target audience and the brand. This allows brand implementation firms to identify the best possible manufacturing solution for each project.

Beyond having an impactful, consistent, and meaningful design, environmental branding must also have functional value to aid in brand identification, day and night visibility, merchandising and traffic flow.

In the age of global economics between 20 – 80 percent of a company’s value is represented by the brand. Therefore brand identity as well as efficient branding and marketing processes are extremely relevant for the strategic perspectives of a company.

The Transform Awards, which recognise excellence in rebranding for European companies, awarded the Golden Butterfly to BDO in the Best Implementation of a Rebrand category.

Key problem fields

The experience of more than 80 companies operating worldwide shows that a systematic feasibility, consistent implementation and complete control are the key problems of brand implementation. Moreover there are five large stumbling blocks that stand in the way of effective implementation:

• Insufficient communication
• Lack of situation snapshot and needs analysis
• Insufficient consequence
• Undefined processes
• Fragmented structures.

Magic and Logic

Brand implementation does not involve the design or creation of brand identity. Instead, brand implementation agencies work closely with branding agencies to ensure that the latter’s 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).

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."