Brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal

Brand language

Brand language is the body of words and systems for their use in written and verbal communication associated with an organisation and/or its separate product offerings or business units. Brand Language consists of brand vocabulary and brand tone of voice...

 identity carriers. In visual

Visual brand language

Visual brand language is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style...

 terms, this can include signage

Signage

Signage is any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of wayfinding information in places such as streets or inside/outside of buildings.-History:...

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

Architecture

Architecture is both the process and product of planning, designing and construction. Architectural works, in the material form of buildings, are often perceived as cultural and political symbols and as works of art...

, product design

Product design

-Introduction:Product design is the process of creating a new product to be sold by a business or enterprise to its customers. It is concerned with the efficient and effective generation and development of ideas through a process that leads to new products.Product designers conceptualize and...

, industrial design

Industrial design

Industrial design is the use of a combination of applied art and applied science to improve the aesthetics, ergonomics, and usability of a product, but it may also be used to improve the product's marketability and production...

, quantity surveying, engineering

Engineering

Engineering is the discipline, art, skill and profession of acquiring and applying scientific, mathematical, economic, social, and practical knowledge, in order to design and build structures, machines, devices, systems, materials and processes that safely realize improvements to the lives of...

, procurement

Procurement

Procurement is the acquisition of goods or services. It is favourable that the goods/services are appropriate and that they are procured at the best possible cost to meet the needs of the purchaser in terms of quality and quantity, time, and location...

, project management

Project management

Project management is the discipline of planning, organizing, securing, and managing resources to achieve specific goals. A project is a temporary endeavor with a defined beginning and end , undertaken to meet unique goals and objectives, typically to bring about beneficial change or added value...

 and retail design

Retail design

Retail design is a creative and commercial discipline that combines several different areas of expertisetogether in the design and construction of retail space...

.

Brand implementation means the continuous and consistent application of the brand's image in all business units, all communication channels and all media - thus adapting to the ongoing changes within markets, stakeholders, technologies and sociocultural environments.

This refers to marketing and branding as a unified whole. In that respect, brand implementation must be seen as a continuous process, one which will require controlling the brand's image and presence in the face of changing requirements from the markets or one's own 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 thus coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.

Today

Brand implementation is now a critical discipline focused on binding the relationship between the target audience and the brand. This allows brand implementation firms to identify the best possible manufacturing solution for each project.

Beyond having an impactful, consistent, and meaningful design, environmental branding must also have functional value to aid in brand identification, day and night visibility, merchandising and traffic flow.

In the age of global economics between 20 – 80 percent of a company’s value is represented by the brand. Therefore brand identity as well as efficient branding and marketing processes are extremely relevant for the strategic perspectives of a company.

The Transform Awards, which recognise excellence in rebranding for European companies, awarded the Golden Butterfly to BDO in the Best Implementation of a Rebrand category.

Key problem fields

The experience of more than 80 companies operating worldwide shows that a systematic feasibility, consistent implementation and complete control are the key problems of brand implementation. Moreover there are five large stumbling blocks that stand in the way of effective implementation:

• Insufficient communication
• Lack of situation snapshot and needs analysis
• Insufficient consequence
• Undefined processes
• Fragmented structures.

Magic and Logic

Brand implementation does not involve the design or creation of brand identity. Instead, brand implementation agencies work closely with branding agencies to ensure that the latter’s 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

• Brand
  Brand
  The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
  
  
• Brand architecture
  Brand architecture
  Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another...
  
  
• Brand community
  Brand community
  A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of...
  
  
• Brand engagement
  Brand engagement
  Brand engagement is a term loosely used to describe the process of forming an attachment between a person and a brand. It comprises one aspect of brand management...
  
  
• Brand loyalty
  Brand loyalty
  The American Marketing Association defines brand loyalty as:# The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category .# The degree to which a consumer consistently...
  
  
• Brand management
  Brand management
  Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...
  
  
• Brand language
  Brand language
  Brand language is the body of words and systems for their use in written and verbal communication associated with an organisation and/or its separate product offerings or business units. Brand Language consists of brand vocabulary and brand tone of voice...
  
  
• Brand orientation
  Brand orientation
  Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets....
  
  
• Employer branding
  Employer branding
  The term employer brand was first used in the early 1990s to denote an organisation’s reputation as an employer. Since then, it has become widely adopted by the global management community...
  
  
• Integrated marketing communications
  Integrated Marketing Communications
  Integrated Marketing Communications is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact...
  
  *
• Branded Asset Management
  Branded Asset Management
  Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. The branded assets category includes managing digital brand execution.-Background:...
  
  
• Retail design
  Retail design
  Retail design is a creative and commercial discipline that combines several different areas of expertisetogether in the design and construction of retail space...
  
   / Visual merchandising
  Visual merchandising
  Visual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximise sales.Both goods or services can be displayed to highlight their features and benefits...
  
  
• Visual brand language
  Visual brand language
  Visual brand language is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style...