Your brand is your most valuable asset, you spent a lot of time, money, and LOVE building it, right? Let’s think about it like when you get in shape, you put so much effort and finally, you are happy with what you see in the mirror. So, now what? You stop training and eating healthy? Ideally, no.
The same thing occurs with branding, you have to keep working hard in order to maintain the results. Nothing can be too good to not be reviewed or improved and here is when a guide is needed to protect all the amazing work done. In the fitness world, this figure is known as a personal trainer, in branding, we call it a brand guardian: an expert (agency, person, team), someone who takes care of your brand, who knows it, who knows the market, who is always up-to-date.
Branding is not a one-time thing, it should be done constantly in order to protect the work done.
CONSISTENCY: You’re too close to the brand to be able to be effective regarding consistency. Think about it like having a daughter, she’ll always look perfect and pretty for you, it’s just too hard to be impartial, even if she’s wearing something ridiculous. The same thing might happen if you try to do it all yourself, you’re too attached / too busy to make decisions or to see things only an external player can realise.
Powerful brands are consistent
CONTROL: After the brand strategy is done and everyone is happy with it, usually brands are left unguarded, no one person takes responsibility for what happens with them. When you have a guardian to take care of your brand, you know who is supposed to be in charge of what happens with it and then, it’ll be easier to keep its value across the business.
Having a brand guardian will ensure your brand is applied consistently and appropriately wherever it appears.
SAVE MONEY: Having clear and specific guides for your brand, will lower the risk of damaging the brand by misapplication. Brand guardianship saves time and money and protects your all the work done building the brand.
Take care of what you love, brand guardianship protects your investment, will breathe new life into your brand and add value. Believe in your brand, just like we do. If you want to build a stronger brand and extend its lifecycle, raise your hand and let’s meet to make it happen. We love branding just as much as we love pizza (do the maths)