In a much more complex and connected world, the concept of branding has evolved towards representing a meaningful promise and purpose to people. That is something that is not built from the logo but from all the points of contact that the brand has at its fingertips, both internally and externally. It is a global experience in which the brand represents the relational basis of a company with the world. Every contact counts and the sum of all of them is an important intangible capital.

Consistency and coherence

All those organizations that recognize the strategic value of the brand have allocated significant resources to its creation: research, analysis, values, positioning, architecture, verbal identity, visual identity, etc. But there comes a time when you have to take action, at this point consistency and coherence become the best allies.

Consistency ensures the delivery of the brand promise on the expected terms. It allows you to reinforce your positioning through the appropriate use of the brand’s visual elements at each point of contact: name, identity, brand system, expression, product, etc.

Consistency intervenes externally by avoiding the monotonous and meaningless repetition of the logo in all media, but also internally by aligning employees with their own culture.

Brand Managers

Brands must be managed as assets of strategic value. Companies with large portfolios are structured around different
Brand Managers
, who must coordinate internal teams, external partners, while reporting internally to their superiors. However, faced with increasingly global brands with new and growing needs, marketing and communication departments have seen how the crisis has led to cutting resources, pushing brand managers to the limit. It goes without saying that the result of this situation seriously compromises the principles we have described and with them the value of the brand.


Brand Guardianship, a structured process that minimizes risks

Now more than ever, it is advisable to optimize resources. Outsourced professional management, in addition to being more critical, makes it easier for all those linked to the brand to dedicate their efforts to what they are essential for. The solution is Brand Guardianship, which allows companies to protect their most valuable asset.

Brand Guardianship is much more than a marketing or brand management tool. It is a structured process involving at least 3 agents:

1. The company
2. Your Partners
3. An external brand management team

All this using powerful technological solutions adapted to each need.

The role of the Guardian, in addition to leading a specific team, is to facilitate consistency and coherence across the brand’s multiple applications. It is not a watchdog, but rather a facilitator who manages to ensure that the values, promise and identity of the brand are used in a way that adds value.

A good Guardianship solution greatly minimizes risks, reduces costs in brand management and, in addition, provides the key information to be able to make new strategic decisions that ensure the future of any brand. (tweet this)

The importance of developing and managing increasingly distinctive brands is more critical than ever. Those companies that really internalize that the brand strategy is directly linked to the business strategy have a competitive advantage: they prevent all the money they allocate to advertising, communication, social networks, etc. from having a return in the form of brand value.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock