Who is responsible for your Businesses BRAND?

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Who Should Be in Charge of Policing a Business’s Brand Identity and has this changed over the last decade?

A business’s brand identity can and should be one of its most valuable assets, representing the company’s values, personality, and unique selling proposition. The business’s brand identity encompasses everything from visual elements like logos, color schemes, and typography to the tone of voice and customer experience, from signage and stationary to online representation. In order to maintain consistency, integrity, and recognition, it is essential that a company actively polices its brand identity.

Policing a brand identity involves ensuring that every touchpoint (point of contact between a business and it’s customers and prospective customers) – from marketing materials to employee behavior – aligns with the company’s core values and visual identity. In larger business’s the responsibility for policing the brand identity often falls to specific individuals or departments within the organization. In smaller or one man businesses the responsibility for policing the brand identity often falls to the owner, and can sometimes take a back seat as there are generally more pressing issues – such as surviving, growing the business, selling, marketing and production – that take preference with allocation of time. No matter the size of a business, if one wants the brand to be recognized and mean something it is critical that all stakeholders work closely with external partners, such as signage companies, printing companies and other designers and contractors to uphold the brand’s consistency in all physical representations.

The cost of inconsistent branding is seldom easy to measure but from hands on experience, there are times when if the brand is ‘only slightly’ ‘off’, potential patrons feel sufficient subconscious discomfort that they would rather go to alternative suppliers, even when the preferred supplier is a well known brand. A case in point is a previous banking client of SignForce. A while back when the ex client was still a client I happened to be on site in close proximity to one of their branches. This client is a well known international forex bank, and while observing I noticed how many possible client s would walk up to the door, look up at the signage then back away, check the rates and move on to check the other competing banks in the mall. At that time all the banks were located next to each other. Some of the potential patrons came back, but not many. When I looked a little more closely I noticed that the main signage of the bank was transposed – the logo that should have been on the left of the sign was on the right. Something that was almost in-perceivable to the uninformed, but something that made all informed potential customers balk, because the bank seemed to be ‘fake’.

Who Should Be in Charge of Policing Brand Identity?

  1. Brand Managers or Brand Strategists
    In most
    large businesses, a brand manager or brand strategist is the primary individual responsible for policing the brand identity. In small businesses it is either the owner or one other person who will be responsible for policing the business’s brand.

    The brand manager person typically oversees the development and enforcement of brand guidelines, which include rules for logo usage, color schemes, fonts, imagery, and messaging. Brand managers ensure that these guidelines are communicated to internal teams and external vendors, such as signage companies. The brand manager plays a central role in maintaining the consistency and cohesion of the brand’s presentation across all channels and touchpoints. This means that the brand manager makes sure that, for example, all signage is consistent in shape, colour and feel.

    Brand managers also often collaborate with marketing and communications teams to ensure that the brand’s voice is clear and consistent across advertising, digital presence, customer service, and product packaging. In this way, the brand manager is the first line of defense in ensuring that the brand identity is accurately represented and protected. This applies to ALL aspects of branding, including for example cleaning signs or making sure existing signs are well maintained, as if, for example, the brand stands for clean lines yet the sign is visibly dirty, the lack of integrity of the sign is sure to be almost immediately noticed.

  2. Marketing Teams
    In some
    (larger) organizations, marketing teams also play a key role in policing the brand identity. While brand managers handle the overall strategy and visual identity, marketing teams ensure that brand standards are upheld in all promotional and advertising materials, both online and offline – such as in all signage. This policing the brand includes ensuring that any signage used for events, trade shows, storefronts, advertising boards and other physical spaces remains consistent with the established brand guidelines in every possible respect. It is very easy for a brands logo to be miss-shaped by a graphics designer that loses concentration. If not picked up when getting approved this could result in some embarrassing brand failures.

    Marketing teams may also monitor the use of the brand identity externally, ensuring that third-party partners (such as signage companies) or influencers adhere to brand standards when they feature the company’s name, logo, or messaging. These marketing teams help ensure that the brand image is not diluted or misrepresented in any materials.

  3. Creative Directors and Design Teams
    Creative directors and in-house design teams are crucial in policing the visual aspects of a
    large business’s brand’s identity. They ensure that brand guidelines are accurately interpreted and applied to any creative output. From designing advertisements to creating signage or merchandise, design teams play an integral role in maintaining the visual consistency of a brand.

    Creative directors have the ultimate responsibility for overseeing the aesthetic integrity of the brand, ensuring that designs, logos, and color palettes align with the brand’s overall positioning and strategic objectives. They work closely with brand managers and marketing teams to ensure that visual elements support the brand’s desired image and message.

    For smaller or one man businesses partnering with suppliers (like SignForce who have experience in brand policing as well as project management) in order to (a) outsource the responsibility (at a fee) and (b) free up time and energy for the business owner to focus on the other day to day responsibility of running and growing the business. This partnership can easily be managed by the business owner or marketing person while having a dedicated person or team that is NOT on the full time payroll to ensure that every marketing message is consistent.

  4. Executive Leadership or Chief Marketing Officer (CMO)
    Once again for large businesses, at a higher level, executive leadership – particularly the Chief Marketing Officer (CMO) – may also be involved in policing brand identity. The CMO ensures that the entire organization is aligned with the brand vision and values, both internally and externally. This includes overseeing large-scale brand initiatives, managing public perception, and ensuring consistency across all marketing channels.

    The CMO ensures that the brand identity remains relevant and adaptable over time, especially in response to market shifts, consumer behavior, or competitive pressures and public perception. As the final decision-maker on major brand strategy changes, the CMO plays a key role in setting the direction for brand management within the organization.

  5. Legal Teams (Trademarks and Copyrights)
    While not directly involved in day-to-day policing of brand identity, legal teams are critical in protecting the brand’s intellectual property, including logos, trademarks, and copyrighted materials. They ensure that the brand identity is not infringed upon by competitors or unauthorized third parties
    (pirate goods). Legal teams help enforce the protection of intellectual and visual assets, monitor the usage of trademarks, and ensure that any violations are dealt with swiftly and effectively.

How a Signage Company Can and Should Assist in Policing Brand Identity

Signage companies play a crucial role in maintaining a company’s brand identity, particularly in the physical spaces where customers, employees, and stakeholders interact with the brand. Because signs are often one of the first and most visible aspects of a brand, the signs need to align with the company’s established brand standards. Signage companies can help ensure that these visual representations are consistent, clear, and professionally executed. This can be equally helpful for small and large businesses.

Below are ways in which signage companies can and should assist with brand policing:

  1. Consultation and Understanding of Brand Guidelines
    A signage company should start by consulting with the
    the owner or brand managers, marketing teams, or design teams to thoroughly understand the brand’s identity and guidelines. This includes getting to know the company’s color palette, typography, logo usage rules (including amongst others placement, white space, sizing), and visual style. The signage company should also inquire about the brand’s tone and the way it wants to be perceived in physical spaces.

    By fully understanding these guidelines, signage companies can ensure that they are implementing them correctly in their designs and products. This ensures that the signs they create are in harmony with the overall brand identity of the business.

  2. Design and Customization According to Brand Standards
    Signage companies should use their design expertise to create custom signage that aligns perfectly with the brand identity. This means using the right colors, fonts, and logos while keeping the design clean and professional. A well-designed sign can elevate the customer experience and reinforce brand identity through thoughtful and effective design.

    Furthermore, signage companies should ensure that signage is consistent across all locations, whether it’s for a physical storefront, office space, or a trade show. This consistency ensures that the brand is represented uniformly no matter where customers encounter it, which helps build recognition and most importantly, TRUST.

  3. Material Quality and Durability
    A signage company’s responsibility extends beyond design – the materials used to produce the signs also need to reflect the brand’s quality and professionalism. A brand’s identity can be negatively impacted if signage is made from subpar materials that wear out quickly or look unprofessional. By
    using high-quality, durable materials, signage companies ensure that the signs remain aligned with the brand’s standard of excellence.

    For instance, if a brand’s identity is associated with luxury or sophistication, the signage should reflect this by using premium materials such as high-grade acrylic, brushed metal, or illuminated signs. If the signage company uses cheaper or less durable materials, it can undermine the brand’s perception and result in a lack of trust and disconnect between the brand’s visual identity and its physical presence.

  4. Consistency Across Multiple Locations
    For businesses with multiple locations, ensuring brand consistency across all signage is critical. A signage company should work closely with the brand manager or marketing team to ensure that the same standards are applied across every store, office, or facility. Whether a company has a single location or hundreds, the signage company should ensure that the visual identity remains consistent in all places where the brand is represented.

    This might involve creating templates or guidelines for signage that can be applied universally. Additionally, signage companies can support the brand in scaling its identity by providing templates for different kinds of signage, whether it’s for outdoor use, indoor wayfinding, or promotional displays.

  5. Installation and Maintenance
    Once the signage is designed and produced, the signage company is also responsible for the professional installation of the signs. A poorly installed sign can misrepresent a brand’s professionalism and attention to detail. Signage companies should ensure that signs are installed according to the agreed-upon design specifications, and that they’re placed in a way that maximizes visibility and impact.

    Moreover, it is always recommended that offer ongoing maintenance services to keep signs looking fresh and in good condition. Regular upkeep ensures that the brand’s identity isn’t diminished by worn-out signage that’s difficult to read or even worse for your brand, damaged.

Policing a business’s brand identity is a more often than not a collaborative effort that involves multiple stakeholders within and from outside of an organization. Brand managers, marketing teams, design teams (including signage companies), legal departments, and executive leadership all play a role in ensuring that the brand is represented consistently and authentically. Signage companies are integral to this process, as they help create and maintain the visual representation of the brand in physical spaces.

A signage company’s role in policing brand identity involves understanding and applying brand guidelines, ensuring high-quality and consistent signage design, recommending the right materials, and offering installation and maintenance services. By working closely with the brand’s internal teams, a signage company helps uphold the integrity of the brand’s identity and contributes to a consistent, professional image that resonates with customers and stakeholders alike.

At SignForce we have extensive experience in marketing with over 25 years specializing in signage. Why not let SignForce take the hassle out of your signage and all visual communication. SignForce is available to guide your marketing team through the entire signage process, from compiling the brief to suggesting the appropriate supplier and overseeing the final installation.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za