Truelio Brand Protection Series
Installment 1
The Importance of Brand Compliance:
Why You Should Be Protecting Your Most Valuable Asset
Your brand is your company’s most important asset. While many people identify brands by their logos, websites or clever taglines, your brand is the full embodiment of your company’s identity, values, culture and customer experience. It differentiates you from your competitors, establishes trust and loyalty and is your anchor during challenging times. Last but not least, it delivers value. According to an analysis by the Marketing Accountability Standards Board, brand value contributes an average of 19.5% of enterprise value across all companies.
What is brand compliance?
Brand compliance refers to adherence to established guidelines that ensure consistency and accuracy in how a brand is represented across all marketing channels and materials.
Over the years, you’ve likely invested significantly in your brand identity. But have you made the same investment in protecting it?
One critical way to safeguard your brand investment is to develop guardrails. Companies such as Apple, Nike, Accenture, Amazon and Disney are meticulous when it comes to governing their identities. That’s where brand compliance comes into play. It may not be sexy, and it may seem confining at times, but it’s an important component to gain consumer trust, protect your reputation and deliver a great customer experience. It encompasses everything from logo usage and color schemes to messaging, corporate voice/tone and important communication elements.
Here are six reasons why maintaining brand compliance is essential for your company.
Brand Consistency
Your brand identity is your fingerprint in the marketplace. It’s what makes you stand out from the rest and expresses your unique value proposition. Consistency in visual elements, tone and messaging helps in building a recognizable and reliable brand. When customers engage with your brand, they should immediately connect it with certain qualities and experiences. Inconsistent branding will confuse customers, dilute your messaging and erode trust. By adhering to brand guidelines, you can ensure that every touchpoint reinforces your brand’s image and values, making every brand and customer experience more memorable and authentic.
Branding Consistency Can Increase Revenue by 20%
In addition to brand familiarity, customers want brand consistency, no matter where or how they interact with your business—recent brand consistency statistics show that it has a major impact on your business’ revenue. According to Marq’s (formerly Lucidpress) State of Brand Consistency report, consistent branding across all channels can increase your revenue anywhere between 10% and 20%.
Source: https://fitsmallbusiness.com/branding-statistics/
Trust and Credibility
Consistency is a key attribute of modern and sustainable brands as it builds trust and credibility. Consumers are more likely to engage with and remain loyal to brands they perceive as professional and reliable. Brand compliance ensures that all communications and marketing materials within your brand experience align with your brand promise and deliver integrity across your customer experience. The return on investment is a trustworthy brand identity that will enhance prospect engagement and improve customer loyalty.
4 in 5 Consumers Need to Trust a Brand to Consider Buying from it (Edelman)
Source: https://explodingtopics.com/blog/branding-stats
46% of Consumers Will Pay More for Trusted Brands
Software as a service (SaaS) company Salsify surveyed more than 4,000 consumers for its 2022 consumer research report. When asked to identify the factors that have driven them to buy the higher-priced option when comparing similar products online, 46% of U.S. consumers admit that they pay more for a brand name they trust.
Here’s why it pays to build brand awareness: 46% of customers tend to buy from familiar brands. The more people recognize, appreciate, and believe in your brand, the more they buy from you.
Source: https://fitsmallbusiness.com/branding-statistics/
Legal and Ethical Considerations
Brand compliance is not just about esthetics and marketing; it also has legal implications. Proper usage of trademarks, logos and other brand elements is crucial to avoid legal disputes and potential infringements. By following established guidelines, companies can protect their intellectual property and avoid costly legal battles. Additionally, maintaining ethical standards in brand representation ensures that all marketing practices are transparent and truthful, which reinforces your brand’s integrity.
Efficient Marketing and Communication
A well-defined brand compliance framework streamlines marketing efforts. When all team members and external partners understand and adhere to your brand guidelines, less time and fewer resources are required for revisions and corrections. This efficiency translates to faster time to market for campaigns and ensures that all materials align with your brand’s strategic objectives. Consistent branding also simplifies the creation of marketing materials by providing a clear template and standard to follow.
Enhanced Competitive Edge
In a crowded marketplace, having a strong and consistent brand can be a significant competitive advantage. Consumers often choose brands they recognize and trust over unfamiliar ones. By maintaining brand compliance, companies can differentiate themselves from their competitors and build loyal customer bases. A well-managed brand is likely to stand out and be remembered and preferred over brands that are perceived as inconsistent or unprofessional.
Improved Brand and Customer Experience
Brand compliance ensures a cohesive and seamless customer experience across all touchpoints. From websites and social media to customer service interactions, every aspect of a brand should provide a consistent and positive experience. This uniformity helps in setting clear expectations and delivering on them, which enhances customer satisfaction and loyalty. A strong brand presence that is consistently upheld assures customers that they can expect the same quality and service each time they engage with your brand.
As a brand experience agency, we understand the investment you’ve made in creating an identity that represents your culture, values and customer promise. We’d love to learn how we can help protect your brand and share how we’ve successfully done the same in partnership with many of the world’s leading companies. Contact us today for a complimentary brand consultation.
