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In
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...
, brand implementation refers to the physical representation and consistent application of
brand identity A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...
across
visual The visual system comprises the sensory organ (the eye) and parts of the central nervous system (the retina containing photoreceptor cells, the optic nerve, the optic tract and the visual cortex) which gives organisms the sense of sight ...
and verbal media. In visual terms, this can include
signage Signage is the design or use of signs and symbols to communicate a message. A 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 ...
,
uniforms A uniform is a variety of clothing worn by members of an organization while participating in that organization's activity. Modern uniforms are most often worn by armed forces and paramilitary organizations such as police, emergency services, s ...
,
liveries A livery is an identifying design, such as a uniform, ornament, symbol or insignia that designates ownership or affiliation, often found on an individual or vehicle. Livery will often have elements of the heraldry relating to the individual or ...
, 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 constructing buildings ...
,
product design Product design as a verb is to create a new Product (business), product to be sold by a business to its customers. A very broad coefficient and effective generation and development of ideas through a process that leads to new products. Thus, it is ...
, industrial design,
quantity surveying A quantity surveyor (QS) is a construction industry professional with expert knowledge on construction costs and contracts. Qualified professional quantity surveyors are known as Chartered Surveyors (Members and Fellows of RICS) in the UK and Ce ...
,
engineering Engineering is the use of scientific method, scientific principles to design and build machines, structures, and other items, including bridges, tunnels, roads, vehicles, and buildings. The discipline of engineering encompasses a broad rang ...
,
procurement Procurement is the method of discovering 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. When a government agency buys goods or ser ...
,
project management Project management is the process of leading the work of a team to achieve all project goals within the given constraints. This information is usually described in project documentation, created at the beginning of the development process. T ...
and
retail design Retail design is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail design is primarily a specialized practice of architecture and interior 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 good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...
'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 begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is ...
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).


See also

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Brand architecture In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, ...
*
Brand community A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque. A brand community refers to structured social relationships in which participants ...
*
Brand engagement Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management. Brand engagement will impact brand attachment and has a positive influence on customer pur ...
*
Brand loyalty In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the ...
*
Brand orientation In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is per ...
*
Branded asset management Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. These branded assets include media, products and other items which feature an organisation or other brand. Background Brand ...
*
Employer branding Employer brand is branding and marketing the entirety of the employment experience. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value ...
*
Integrated marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...
*
Visual merchandising Visual Merchandising is the practice in the retail industry of optimizing the presentation of products and services to better highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the ...


References

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Further reading

*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."
Implementation Implementation is the realization of an application, or execution of a plan, idea, model, design, specification, standard, algorithm, or policy. Industry-specific definitions Computer science In computer science, an implementation is a real ...