Getting Buy-In to Our Brand Standards

I am often asked to help organizations develop means for standardizing their brand, so that all aspects, verbal and visual are in alignment. Currently, I am working with several organizations to provide guidelines for consistently delivering their brand strategy. Each has a different philosophy on how best to accomplish this goal. I think it is important that the culture of the organization, and the mission, vision, values and the goals of the organization, dictate the development of the brand standards.

I often prefer to use the word guidelines, as opposed to the word standards, especially in the beginning stages of the brand implementation process. At times the word standards might feel too top down for some employees, particularly those outside of the department that is developing the "standards." I also think that it is important to provide some flexibility for employees to interpret and apply the guidelines, especially in the beginning stages of the brand implementation process. If there is some wiggle room employees are more likely to buy into the guidelines and follow what the organization requests.

When we get buy-in to our process, our brand will be delivered in a consistent manner, and our employees will become the brand champions that we hope for. What expectations do have for your employees in following brand standards?

Comments

[Diana Hopkins]

Brand standards are usually an integral part of a business' strategic plan. Although a strategic plan is put together by management and board, is should include bottom up input as well. If staff at all levels have input, especially if this is done in a visible manner, then staff is more apt to be a part of living and breathing the brand standard that they own.

[Rex Whisman]

Diana,

Great point. Thank you for sharing your perspective!