9 important brand considerations – and how to avoid those sleepless nights!

If you're responsible for the ownership or management of your organisation's brand I wouldn't blame you if you admitted to having a few sleepless nights worrying about what might go wrong next. Let's admit it, there is plenty that can go wrong.
> Trying to make communications read and look as though they come from the same company
> Imminent merger discussions no-one bothered to tell you about
> Getting every department to use the same font on correspondence
> Having a website that looks as though it belongs to someone else
> Employee induction packs that aren't painting the same picture as the interviewers
> Internal sign system that isn't pointing visitors in the right direction
> Corporate profile that's five years out of date
> Powerpoint presentation that the student on work experience put together
> Company mission and vision that no-one can remember
> Advertising agency that charges like a wounded bull
> Staff who look as though they need a good dose of motivation
> Company procedures that don't exist
> Designer who is claiming copyright ownership of the company logo
> The discovery of five different sets of stationery templates circulating internally
> New product launch that marketing wasn't advised of
> Awkward questions on future vision from the media that the Chairman couldn't answer
> Launch of the new product name overseas that didn't translate too well
> The sales team's business cards with the company URL missing
> The three senior executives who resigned all in the same week
> Customer complaints that just increased 200% in one month
> Newspaper ads that use exactly the same headline as a competitor's ad last month
> The pirated software your in-house designer has been using
> New receptionist with tattoos and body piercing that someone hired...

Many of the brand assignments my own company is commissioned for are ones where an existing brand needs rectifying, needs updating or is subject to internal or external change. Companies are getting particularly wise to the fact that, in addition to customers, an underperforming brand can impact considerably on employees and the potential to attract and retain top talent.

I thought it would be useful to touch on a few things that warrant consideration.

1/. Future vision. Does the leader have a vision for the future which everyone within the organisation is inspired by… or is the ship rudderless, off course and without GPS to guide it?

2/. Who owns your brand? Have you negotiated with your designer to hand over copyright, and have you trademarked it?

3/. Do you have control of your organisation's communications? Do they look the same? Do they speak with the same voice? Does anyone check spelling and grammar? Are templates and guidelines available?

4/. Are written HR procedures available for interviewing job candidates? Is there an induction pack explaining the organisation's brand, what it means and the role employees play in its success? Are training and company procedures included in it?

5/. When was the present corporate identity introduced? Does it build an accurate and positive perception of what the organisation is, does and believes in?

6/. Likewise, do communications in print, online, DVD and video build an accurate perception of the organisation's brand? Do they include strong messages to influence your audiences?

7/. Does your organisation have sub brands? If so, do they competently support the main brand? Are they consistent with the parent brand if that is the intention?

8/. Has the organisation's brand been audited within the last 12 months? Are you aware of all applications that are visually branded eg stationery, brochures, Powerpoint presentations etc? How consistent and relevant are they?

9/. When was the last time the organisation's website was updated? Does it contain out-of-date information that may render the organisation legally liable?

These are just a few considerations. Our experience is that there are many more. If you need advice to overcome your branding challenges check us out at www.heywood.com.au

Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia and joint founder of BrandSynergy in Singapore.

View some of Heywood’s work on www.heywood.com.au

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