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. Sushi & Co. The following are common types of brand risk. She is a marketing, brand, and content consultant at Merriam Associates. 9 Amazing Personal Brand Statement Examples. Here’s an example of an atomic design system we created for one of our clients in the utility space. Wondering if you should establish a brand guide and create a design system to accompany your digital assets? Nominate a few people to act as brand custodians. Governance is the direction and control of an nation, region, community, organization, department, group or program. They’re the traits that you choose and that establish the foundation of a brand. 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. 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. design, 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. Brand governance through command and control no longer works. Create a succinct and memorable description of your brand that anyone can learn and repeat. The elements above are often defined and fleshed out by leadership and company employees, perhaps with the help of an agency. Brand governance is not one size fits all; it’s a continuum. If members of your organization are happy with and committed to your brand’s values and message, they will be better equipped to know when and where the brand can be adapted in dynamic applications. This can be managed with a standard process of risk management whereby risks are identified, treated and monitored. Brand custodians should be available to the members of your organization for consultation. 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. Building a personal brand is a slow and long-term process. Define the outlines of the playing field and let your representatives play within them. Let employees know which elements are sacred and which they can modify. A purveyor supplies and promotes goods and ideas. You’ve established your brand, now what? 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. The following are common examples of governance. There are several ways to organize and make accessible all of the elements that make up your brand, including brand guides, style guides, and design systems. As the frontline representatives of your organization, they’re the ones building relationships with customers and with the community. For example, how might your logo adapt to being a Twitter avatar? [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. 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. Atomic thinking should be at the foundation of any good design system and allows for future changes to cascade gracefully throughout the entire system. What is Brand Image – Examples and Importance of Brand Image Stihl by Steven Arnold. These examples from Cisco, Uber, and Urban Outfitters show how those elements can work together to form one cohesive brand. With every individual serving as a brand ambassador, and numerous employees (plus an agency or two) creating and communicating on your brand’s behalf, how do you keep things consistent? Companies were in charge of their brands and they told people how to use their brands. Notice how it’s broken down into small, medium, and large elements - atoms, molecules, and organisms. Brand guidelines specified right and wrong; rules and regulations enforced by a brand cop with oversight over what was and was not “on brand.”. Published March 24, 2011. hbspt.cta._relativeUrls=true;hbspt.cta.load(2247038, 'c4a51eac-2830-414c-9f2f-521cdb70b083', {}); What it is: a document that provides general guidance on how to represent your brand visually and tonally through design and voice. Like identity, your brand is a combination of your organization’s expressed traits and others’ perceptions of your organization. They transformed these insights into an opportunity to create more structure and provide more examples. Implicit in this philosophy is the importance of sound corporate governance. Smart companies are replacing their brand cops with brand coaches.