Corporate branding and brand compliance

What is corporate branding?

Branding is vital for organizations, especially those which are based around products. Product—based branding initially attracted customers through values attached to the product being sold. Corporate branding focuses instead on the organization’s identity and values, and relates these to their products. Corporate branding creates an identity for the organization, which is linked to both the products, and all the actions that the organization undertakes.

Corporate branding is important to the following:

  • The vision of the organization.
  • The organization’s product, or range of products.
  • The visual identity of the organization, including logos, design, color scheme and fonts.
  • All communications sent from an organization.

Importance of corporate branding

Corporate branding and brand compliance are particularly important within large corporate organizations

Strong corporate branding creates a clear identity. A corporate brand is known and recognized both in the industry and by consumers, which enhances trust – both in the organization and in their products. Corporate branding strategies focus on aligning the values of the organization with the organization’s products, all their communication, and the entire customer experience. No element of an organization should be left out of corporate branding.

As corporate branding is such a powerful tool, brand compliance is essential. The extensive nature of a corporate brand means that the touchpoints of it are many and varied: from logos to office stationery. Corporate branding is apparent in all aspects of communication from the organization, from email signatures to contracts. Every visible occurrence of the brand must be compliant with the brand identity in order to strengthen the corporate brand.

Internal brand compliance

A strong corporate identity requires strong internal brand compliance

Brand compliance is as important for internal communications as for external ones. Every document that is created by an employee, from presentations to memos, must contain the correct brand elements in order to be compliant. This means that the design must be correctly applied, the correct company fonts used, and the chosen color schemes followed. Even details such as the exact sizing of images and logos within different types of documents must be consistently applied in order to comply with the corporate brand. If this does not occur, the inconsistency is apparent, and this weakens the brand.

Maintaining internal brand compliance can be especially problematic within large corporate organizations. Due to the size of the organizations, it can be difficult to navigate to and access the latest versions of branded assets, such as document templates, logos and text elements. As a result, employees will often reuse outdated templates or logos, or create documents themselves. This leads to incompliance with the brand guidelines, which has the potential to weaken the brand identity.

Brand compliance software

Software is a tool which aids corporate brand compliance

Corporate branding involves a large number of visual elements and guidelines. These can cause compliance difficulties, particularly when employees are working from multiple office locations and different devices. There are further complications when brand assets are being updated, or when rebrands occur, which make it difficult for employees to ensure that they are following the latest brand guidelines.

Software is a tool that can aid brand compliance and brand management. The most up-to-date and compliant assets can be accessed by employees through software such as digital asset management systems and storage systems. As a result, it is easier to create on-brand documents, because employees can trust that they are accessing the correct and compliant brand elements. Similarly, document management systems and content management systems are further examples of software aiding brand compliance, as they provide an easy access point to documents and content, lessening the difficulty in document distribution. Software makes it easier to create documents and access elements that are compliant with the organization’s corporate brand.

Aiding brand compliance

Templafy is a platform which strengthens brand compliance across the entire organization

The Templafy platform makes it simple to create documents that are on brand and compliant. Templafy is accessed through a central WebApp and document creation applications, meaning that on brand and updated templates are available to employees directly where they are working. Other company assets such as text elements, logos and images are also available, meaning that brand consistency is ensured. The Templafy platform is centrally governed; admins can update elements centrally and distribute them across the entire organization within minutes. This means that incorrect brand elements are less likely to be used, helping the organization maintain its branding across all areas.

As Templafy is cloud-based, it can be accessed from any location or device, supporting employees who frequently work from different offices or locations. Through dynamic personalization, document templates automatically adapt to the individual employee, meaning that they can be certain they will continue to produce brand compliant and accurate content, regardless of location. Templafy enables the employee to be secure in the knowledge they are producing brand compliant content, and maintaining the corporate brand through their documents, presentations and emails.

Corporate branding

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Extra resources

Take a look at our blog for more information about corporate branding and brand compliance.

What corporate branding really is and how it differs from smaller organizations

The place of corporate branding, and how to effectively manage it within your organization.

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Your corporate branding vs. product branding: Stirred, not shaken

Corporate branding is importance, but brings challenges to an organization.

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