Brand management
A brand does not drift because of one bad decision. It drifts because of two hundred small ones made by people in a hurry with no rules to hand. Brand management is the ongoing work of keeping that from happening.
The role is custodian of your identity: reviewing work produced in house and by other suppliers, keeping the asset library current and accessible, answering the day to day questions about what is allowed, and updating the guidelines as the brand genuinely changes rather than as it erodes.
For businesses with several sites, sub brands or franchise partners, the harder version of this is handled too: giving people enough freedom to do their job while keeping the parts that must stay consistent locked down.
Brand management
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Related to brand management
Brand identity design
A complete identity system: logo, typefaces, colour, photography style and layout rules, with guidelines that keep every future piece unmistakably yours.
Brand production
Artwork prepared to every supplier’s specification, from print and signage to vehicle wraps, screens and merchandise, so the brand arrives as approved.
Corporate identity design
Identity systems for larger organisations: mark, typography, colour, templates, signage rules and guidelines that keep every division consistent.
Marketing management
Senior marketing management on a retained basis: the plan, the budget and the suppliers owned and run, without the cost of a full-time hire.
Brand development
Defines what the business stands for, who it serves and why it is the better choice, so the identity, the website and the sales team all tell the same story.
Art direction
A visual direction set before the shoot or design begins, then held across photography, design and film so the whole campaign looks like one piece of work.
Start a conversation
Share how many people produce material under your brand and how they get hold of the assets. That usually shows where the problem is.
Design and digital agency. Brand, design, visual production and digital marketing, handled by one studio from the first brief to the finished work.
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