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Brand compliance is a major concern for many businesses, regardless of function. Governance and compliance are cited as a top difficulty in nearly one-quarter (23%) of marketers' marketing programs.
Fremont, CA: Employees and company leaders are both irritated by brand compliance challenges, but for very different reasons. While bosses are irritated by employees' lax attitude toward using the most up-to-date brand assets, employees can soon become irritated when another to-do item is added to an already long list.
Brand compliance is a major concern for many businesses, regardless of function. Governance and compliance are cited as a top difficulty in nearly one-quarter (23%) of marketers' marketing programs. Companies must bridge the gap between employees and executives in the future to ensure brand compliance — and a harmonious workplace. In practice, this entails taking a deliberate effort to provide staff with the necessary tools to reduce the risk of human mistakes while not increasing their workloads.
Employees who complain about the additional load of managing brand compliance are more likely unaware of the implications of brand governance concerns.
A lack of brand governance calls into doubt a company's professionalism and knowledge. Its partners, clients, and consumers will question one's attention to detail if one's employees send out documents with inconsistent formatting, brand identity, or fonts. Every year, businesses print and send innumerable papers, and the top corporations are incredibly consistent in their corporate identification.
Helping employees understand the reasons behind brand asset updates may assist leadership in gaining compliance buy-in. Brands aren't renewed only to use brighter colors or a flashier logo. Almost half (49 percent) of substantial brand modifications are motivated by the evolution of a new business model within the company's category or an industry transition or transformation. To be relevant, brands must stay up with the competition, which necessitates the use of current assets.