Sushi & Co. The following are common examples of governance. We also systematically review and analyze annual information requests that we receive from organizations to understand which topics third parties prioritize and what types of information are most commonly requested. Coca-Cola continues to support co-created brand communication, from the famous “Mentos Guys” and their Coca-Cola geysers to sponsored Coca-Cola art exhibitions. There may be valid business reasons to deviate from the corporate brand: For example, you may want an extranet collaboration site that is "co-branded" with your organization and a partner. While every member of your organization is a representative of your brand, not everyone can or should be deciding what is or isn’t a part of your brand. Brand custodians should be available to the members of your organization for consultation. In today’s fragmented media environment, where everyone has accesses to high speed, high frequency, high reach communications, brand cops and brand usage rules are left trampled in the dust. No one likes to have their hand slapped. Fans and foes create content with your brand at internet speed—and you cannot possibly reach them all with lawyers and cease-and-desist orders. Brand governance today requires a nuanced approach. Building a personal brand is a slow and long-term process. What is it: A document that provides high-level, abstract guidance on the strategy behind the brand, and may span several incarnations of a brand’s visual style. Brand usage guidelines still matter and trademark lawyers are not out of business. Coca-Cola worked with the fans as a brand coach to co-create a successful and engaging brand experience that Coca-Cola did not own. Brand governance is not one size fits all; it’s a continuum. Not every part of your brand can be sacred! A brand is often made up of intangible elements, such as your: These examples from Cisco, Uber, and Urban Outfitters show how those elements can work together to form one cohesive brand. Educating the public about how to use the brand and inspiring them to use it well keeps most communication “on-brand.” You can explore an example of this modern brand coach approach from the ultimate business coach in Tony Robbin’s style guide. Get started with these five brand governance principles. Corporate governance — towards best-practice corporate reporting John Patterson, PricewaterhouseCoopers LLP Implicit in this philosophy is the importance of sound corporate governance. Don’t be afraid to take that out of your brand kit, and try out a different element in its place. Make it easy for other employees to educate themselves on the brand. Times change and your brand identity will need to adapt to stay fresh. hbspt.cta._relativeUrls=true;hbspt.cta.load(2247038, 'acbce957-6b43-49a5-a9b6-1e30001f01e0', {}); What is Brand Governance? In this section, I’ll show you around a few examples. Savvy brands make the guidelines and official brand asset files accessible to all. Get valuable information about marketing from our awesome webinars. You might find that your stakeholders require things like: Then, find a few people to serve as brand custodians. Success means finding the right model for your industry and your organization. Organizations may have several brand styles throughout their lifetimes and may have separate guidelines for specific products or services as well. Let’s talk about brand governance documentation. Once you have those in place, you can begin to influence how others perceive your brand using design, copywriting, storytelling, and members of your organization. The trouble was, it wasn’t created by Coca-Cola; it was a fan page created by two guys in Los Angeles. VCU Health’s Chief of Marketing says there’s an unwritten rule within her division. Governance is the direction and control of an nation, region, community, organization, department, group or program. I have deliberately left out huge personal brands like Oprah or Gary Vee. Brand governance is by no means dead. Knowing what elements of your brand’s identity are sacred helps set boundaries on where the brand can be evolved and where it needs to remain the same for the sake of consistency. Educating and empowering, then supporting and celebrating are the new brand governance mandate. You’ll want to put brand governance guidelines in place to ensure your brand is portrayed correctly, no matter the medium or messenger. Governance documents take time and work to create, but it is worth it to produce guides that will shape a successful intranet, and streamline the work of the intranet team. The elements above are often defined and fleshed out by leadership and company employees, perhaps with the help of an agency. Here’s an example of a design system we documented for our client, Ciena. What it is: for websites and applications, a design system is an established set of visual elements and conventions that have been crafted to embody your organization’s brand, and how to use them in a very tactical way. Lisa Merriam serves on the American Marketing Association board of directors and is chairman of the communications committee. To get the most benefit for your brand, watch what is happening, connect with fans that are using your brand in communication, participate, adopt and adapt. This can be managed with a standard process of risk management whereby risks are identified, treated and monitored. As the frontline representatives of your organization, they’re the ones building relationships with customers and with the community. Since governance is a business process, it can be plugged into the CMM model to provide a benchmarking tool for companies wishing to systematically improve organizational maturity in this area. design, 10 Examples of Governance posted by John Spacey, April 16, 2016 updated on April 26, 2018. 9 Amazing Personal Brand Statement Examples. Brand Purveyor. [Food for Thought], Different versions of your logo to use on branded merchandise, Brand voice guidelines to help someone outside the marketing department write a blog post, Icons and design elements to use in a slide show. Notice how it’s broken down into small, medium, and large elements - atoms, molecules, and organisms. Another management tool that can be used to develop and refine Marketing Governance is the COBIT standard. Current governance reporting practice — why companies are missing their opportunities With a few exceptions, despite the huge potential benefits outlined above, the reporting of corporate governance in the UK could do more to embrace 23. Coca-Cola recognized this dynamic in the early days of social media when they discovered the second most popular page on Facebook was a Coca-Cola page. It has evolved, at least with forward thinking companies. What is it: an approach to a design system that focuses on the smallest elements (like fonts and buttons) and the rules governing how they can be combined into components and finally complete interfaces. No longer are official rules locked in a password-protected part of the web site. Wondering if you should establish a brand guide and create a design system to accompany your digital assets? Set clear boundaries that tell employees which elements of your brand they can and cannot modify. She is a marketing, brand, and content consultant at Merriam Associates. Atomic thinking should be at the foundation of any good design system and allows for future changes to cascade gracefully throughout the entire system. For example, how might your logo adapt to being a Twitter avatar? Hire the brand coach and put the brand cop into retirement. The elements above are often defined and fleshed out by leadership and company employees, perhaps with the help of an agency. In today’s fragmented media environment, where everyone has accesses to  high speed, high frequency, high reach communications, brand cops and brand usage rules are left trampled in the dust. They’re the traits that you choose and that establish the foundation of a brand. Reach out to our design team. Whether they work in sales, engineering, marketing, or IT, each employee has a chance to further your brand every time they are asked “So, what do you do for a living?”. You’ve established your brand, now what? By making brand assets and resources available that are pre-approved by brand custodians, employees will be empowered to use them with little risk of misrepresenting the brand. Information about your brand and its history should be readily available to everyone in your organization. The elements above are often defined and fleshed out by leadership and company employees, perhaps with the help of an agency. Companies were in charge of their brands and they told people how to use their brands. Brand governance through command and control no longer works. How do you go about governing that which you have created? Brand risk is the potential for a valuable brand to lose value or a new brand to fail in the market. You’ll catch a lot of misuse of brand assets this way, and allow fellow employees to ask for advice on how to best use them. We’ll dive more into the documentation to use to keep your brand accessible below.