Apple. Nike. McDonald’s — three megalithic businesses with a combined total worth of 3.9 trillion dollars. And what’s one thing they all have in common? Brilliant branding.
The mere mention of a cheeseburger is enough to conjure up thoughts of those iconic golden arches. Similarly, it’s nearly impossible to think of a trainer without imagining the timeless swoosh logo. And when it comes to design language, can any company challenge Apple? A brand so influential that when the Australian government was deciding which color to use as part of their plain tobacco packaging revamp, they decided against white, because of its association with popular Apple products, fearing it may increase its youth appeal.
But merely understanding the importance of building a strong brand is but a tiny step in the right direction — what are the steps involved in doing so?
Two words: brand governance.
Confused? Don’t be — we’ll explain everything you need to know.
What is brand governance?
Brand governance may sound like something straight out of a corporate handbook, but at its core, it’s surprisingly straightforward. It’s the secret sauce behind the world’s most recognizable brands — the set of rules, guidelines, and structures that keep a brand’s identity consistent and its message clear across every single touchpoint. Without governance, even the most iconic brands would quickly become chaotic, and all that hard-earned recognition could easily crumble.
It’s the thing that ensures your brand doesn’t deviate from its core identity, no matter how many teams, partners, board members or locations you have working together. So how do you implement brand governance to build a strong, consistent brand that stands the test of time? Let’s break it down.
Defining your brand identity
Before you can govern your brand, you have to define what it is. This might sound obvious, but it’s a step many businesses gloss over. Having a strong brand identity means knowing exactly who you are, what you stand for, and how you want to be perceived. Harking back to our previous examples, Apple has built its empire on the values of innovation, simplicity, and cutting-edge design. McDonald’s represents fast, convenient, and family-friendly dining, while Nike stands for performance, empowerment, and pushing boundaries.
But it’s not just about what you say you stand for — it’s how your customers experience you. Your brand’s identity should be reflected in everything from your customer service to your website design, down to the packaging your product arrives in. When your brand has a solid foundation, you’ll have a clear reference point to align every future decision with.
Pro tip: Ask yourself these foundational questions:
- What are my brand’s values and mission?
- Who is my target audience, and how do I want them to perceive my brand?
- What problem does my product or service solve for customers?
- Answering these questions will form the backbone of your brand identity and serve as your North Star when developing your governance framework.
Create comprehensive brand guidelines
Now that your brand’s core identity is defined, the next step is to create brand guidelines. Think of these as your rulebook—outlining exactly how your brand should look, sound, and feel in all its forms. These guidelines act as a safeguard against inconsistency, so whether a social media manager in London or a graphic designer in Hong Kong is working on a project, everything feels cohesive.
Your brand guidelines should cover several areas, including:
- Visual identity: This includes your logo, color palette, typography, and imagery. How should your logo be used? Are there specific colors that should always (or never) appear in your marketing materials? Are your fonts serif, or sans serif? All of these details matter.
- Tone of voice: This is the personality behind your messaging. Is your brand playful and fun, or professional and authoritative?
- Messaging: Your brand’s core messages should be clear and consistent across all platforms. Every piece of communication should reinforce your brand’s identity and goals.
- Design elements: These are things like photography style, iconography, or even how products are displayed.
Pro tip: Make your brand guidelines easy to access and share with everyone involved in your company. If no one knows where to find them, they can’t follow them!
Establish a governance team
It’s one thing to have brand guidelines in place, but it’s another thing entirely to enforce them. That’s where a brand governance team comes in. This team acts as the gatekeeper for all things branding — making sure that no matter how many departments or projects are in the works, the brand’s core identity remains intact.
The governance team doesn’t have to be a large group, but it should include key players from different parts of the company, such as marketing, design, and product development. These people will act as brand ambassadors, ensuring that every project aligns with your brand’s values, tone, and overall aesthetic.
Brand governance: Iron Fist vs. Lean
The formation of your governance team will depend largely on your own preferences and vision for the business. Generally, companies go with one of two options:
The Lean approach empowers the entire organization to share responsibility for the brand’s identity. It’s a popular choice, but it does require a little extra preparation to pull off, and you’ll need the right frameworks in place. Tools like board management software (such as Diligent) are useful for keeping meetings on-track, and a strong company ethos will help to underpin your brand’s values across departments.
The Iron Fist approach places the brand manager as the sole guardian of the brand. They control every decision to ensure consistency, which helps avoid missteps but can lead to bottlenecks and stifled creativity.
Both approaches have their benefits — Iron Fist offers control, while Lean promotes innovation. The key is selecting the one that best fits your organization’s size and culture, ensuring your brand remains strong and consistent across all touchpoints.
Pro tip: Empower your governance team to say “no.” If something doesn’t fit your brand’s guidelines or doesn’t align with your values, the governance team needs the authority to push back. It’s better to maintain consistency than to risk diluting your brand.
Monitor consistency across all touchpoints
Brand consistency doesn’t end once the guidelines are in place — it’s an ongoing process. This means regularly monitoring how your brand is being presented across all channels. Are your social media accounts aligned with your website? Does your product packaging match the feel of your in-store displays? Are your store’s employees adhering to company dress codes?
For large organizations this can seem like a herculean task, but consistency matters. Imagine walking into a McDonald’s where the familiar red-and-yellow theme was swapped out for bright purple — it wouldn’t feel right, would it?
Luckily, with modern technology, it’s easier than ever to ensure brand consistency. Tools like digital asset management systems (DAMs) allow teams to share and access up-to-date brand assets, ensuring that every project follows the same guidelines.
Pro tip: Set up regular audits to evaluate how your brand is being represented across all touchpoints. This helps catch any inconsistencies before they become a bigger problem.
Foster employee engagement in brand governance
A strong brand isn’t built by guidelines and policies alone — your employees are an essential part of the equation. After all, they’re the ones interacting with customers and bringing your brand to life on a daily basis. If they’re not on board with your brand’s values or don’t understand the importance of consistency, it can lead to mixed messages and weakened brand perception.
Start by ensuring that every employee understands your brand’s mission, values, and guidelines. This can be done through onboarding, training sessions, and even internal brand workshops. Encourage employees to become brand ambassadors, representing the company’s values in everything they do. Whether they’re answering a customer service query or writing a blog post, every interaction matters.
Pro tip: Provide your employees with the tools and training they need to uphold your brand. This could include access to brand assets, tone of voice guides, and ongoing education on brand governance.
Finally, it’s important to remember that while brand governance ensures consistency, it doesn’t mean your brand should stay static. The most successful brands evolve over time, adapting to new trends, technologies, and consumer needs. However, they do so while staying true to their core identity. So, Keep the core identity intact, but don’t be afraid to update or refresh your approach as needed. For more on branding, check out our guide to building brand awareness, or our article on brand naming. Thanks for reading!
