Because brands don’t manage themselves.
Talk to employees at strongly branded companies like Google or Apple and they will sound like evangelists—preaching well-established brand values as the gospel truth.
Brand management follows brand training, ensuring stakeholders, leaders, and staff members always understand how to communicate and deliver the core values and key features of your brand. It gets—and keeps—everyone excited about the brand’s message, while protecting its sanctity.
Managing your brand includes quarterly brand training sessions, providing specific instructions for the consistent use of materials (including logos, fonts, colours, photos, signatures, tag lines, media protocols, sales materials, and communications). It also includes ongoing measurement and evaluation of your “brand score.”