marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

, brand implementation refers to the physical representation and consistent application of brand identity across

visual The visual system is the physiological basis of visual perception (the ability to detect and process light). The system detects, transduces and interprets information concerning light within the visible range to construct an image and buil ...

and verbal media. In visual terms, this can include

signage Signage is the design or use of signs and symbols to communicate a message. Signage also means signs ''collectively'' or being considered as a group. The term ''signage'' is documented to have been popularized in 1975 to 1980. Signs are any ki ...

uniforms A uniform is a variety of costume worn by members of an organization while usually participating in that organization's activity. Modern uniforms are most often worn by armed forces and paramilitary organizations such as police, emergency ser ...

, liveries, interior design and branded merchandise. Brand implementation encompasses facets of

architecture Architecture is the art and technique of designing and building, as distinguished from the skills associated with construction. It is both the process and the product of sketching, conceiving, planning, designing, and construction, constructi ...

product design Product design is the process of creating new Product (business), products for businesses to sell to their customers. It involves the generation and development of ideas through a systematic process that leads to the creation of innovative products ...

industrial design Industrial design is a process of design applied to physical Product (business), products that are to be manufactured by mass production. It is the creative act of determining and defining a product's form and features, which takes place in adva ...

, quantity surveying,

engineering Engineering is the practice of using natural science, mathematics, and the engineering design process to Problem solving#Engineering, solve problems within technology, increase efficiency and productivity, and improve Systems engineering, s ...

procurement Procurement is the process of locating and agreeing to terms and purchasing goods, services, or other works from an external source, often with the use of a tendering or competitive bidding process. The term may also refer to a contractual ...

project management Project management is the process of supervising the work of a Project team, team to achieve all project goals within the given constraints. This information is usually described in project initiation documentation, project documentation, crea ...

and retail design. Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole. In that respect, brand implementation is a continuous process, which requires controlling the brand's image and presence despite changes in markets and 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 consequently coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.

Key problem fields

The experience of more than 80 companies operating worldwide shows that a lack of planning before the rebrand, consistent implementation and complete control are the key problems of brand implementation. Eight large stumbling blocks stand in the way of effective implementation: * Inadequate communication * No situation and needs analysis * Lack of consequence * Undefined processes * Fragmented (organizational) structures. * Organisations not considering all touchpoints * No localisation strategy * Absence of

brand management In marketing, brand management refers to the process of controlling how a brand is perceived in the market (economics), market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible element ...

strategyMaintaining your rebrand: Why the least glamorous part of your rebrand is often the most enduring, Annie Corbishley, 2012 http://www.endpoint.co.uk/maintaining-your-rebrand-why-the-least-glamorous-part-of-your-rebrand-is-often-the-most-enduring/

Magic and Logic

Brand implementation does not involve the design or creation of brand identity; brand implementation agencies work closely with branding agencies to ensure that their 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).

References

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Background

Key problem fields

Magic and Logic

See also

References

Further reading