Are you concerned about how your Brand is being executed? Of course you are. After all, your Brand is the core of your existence as a professional operator within your niche. The question actually should be: ‘Is your Brand safeguarded?’.
WHAT IS A BRAND GUARDIAN
Even though I had a very good understanding of the role it became even more clear once I read Andrew Vesey’s post in Brand Quarterly. In todays very busy digital market (in particular) it is imperative to make sure your Brand is in line at all times with what your company stands for. This is where a Guardian steps in to make sure all aspects of your Brand are consistent wherever it is represented.
There is no need to stress how tough the competition is out there. So you better make sure you’re protected. After all, you have insurance for your family, home and even business - why not for your Brand?
WHO NEEDS A BRAND GUARDIAN
In general, companies or SMEs and even individuals are so focussed on starting up and/or running a business that something like their Branding can easily be jeopardised. Therefore your Brand needs to be looked after properly. Not because you don’t want to do that, but because there are usually a million and one other things that need your attention constantly.
Take for instance your next upcoming marketing campaign… You most likely are outsourcing all creative elements. Or even if you’re relying on your internal marketing team there will be an element of mishaps or misunderstandings due to the amount of people working on your project. It’s here where you are in need of a Brand Guardian.
WHAT WILL A BRAND GUARDIAN DO
It is someone that will be able to oversee and guide all those involved in your campaign to stay within the parameters of your Brand. To make sure that there is consistency whenever aspects like your logo, your colours, your company’s mission statement, etc. is being used. The importance of stability across a campaign cannot be stressed enough. Your audience needs to able to recognise your Brand at all times.
A Brand Guardian will take care of all visual requirements. Many times external agencies you use undergo changes and even internal teams/freelancers could steer away from being in line purely because of the workload they are expected to deliver. Taking on board a Guardian eliminates this once and for all.
What makes an exceptional Brand Guardian, you may ask. Speaking from experience, first and foremost it is the value that will be brought to your table. This is comprised out of:
putting oneself in the client’s shoes
extraordinary eye for detail
positive frame of mind
proven outstanding management skills
delivers successful end results
Followed closely by: a high level of effective Solutions to fulfil your expectations, being known for a People’s Person to make sure everybody is up-to-date with the latest developments, creating you a Brand Book with guidelines and instructions. Ultimately, someone to Enhance and Secure your Brand.
From knowledge, being at hand as a Guardian has been proven to cause much more help than hinder. As a mentor and coach many opportunities have risen to assist, help and guide clients to have a consistent Brand. The strong believe here is that your Brand should be fully in order whenever you step out into the world.
As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post.
And most of all… Thank You for reading.