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Information about Brand Implementation

Brand implementation refers to the physical application of brand identity across visual identity carriers. This can include signage, uniforms, liveries and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement and project management.

Background

Brand implementation emerged as a discipline in the 1990s when brand owners recognized the need for consistency across branded estates. Traditionally, brand implementation was handled by various parties, including shop-fitters, interior designers and sign companies. Lack of centralized project management led to inconsistencies, while information dissymmetry meant suppliers had too much control over brand issues. Brand implementation was thus coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.

Magic and Logic

Brand implementation does not involve the design or creation of brand identity. Instead, brand implementation agencies work closely with branding agencies to ensure that the latter’s work is applied accurately and consistently. This relationship is referred to as Magic and Logic. Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).

Brand implementation agencies

  • BrandActive
  • Endpoint
  • NykampNyboer
  • Signmanager
  • Visual Identity Management Group

See also

Bibliography

  • Baxter, Marilyn (2006) "Magic and Logic, explains the relationship between design, procurement and agenices
A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary.
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Signage is any kind of graphics created to display information to a particular audience, typically wayfinding information on streets, outside and inside of buildings.

Types of signage:

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A uniform is a set of standard clothing worn by members of an organization whilst participating in that organization's activity.

People performing religious activities have often worn standard costumes since the dawn of recorded history.
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Architecture is the art and science of designing buildings and structures. A wider definition often includes the design of the total built environment: from the macrolevel of town planning, urban design, and landscape architecture to the microlevel of construction details and,
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Product Design can be defined as the idea generation, concept development, testing and manufacturing or implementation of a physical object or service. It covers more than the discipline name - Industrial Design.
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Industrial design is an applied art whereby the aesthetics and usability of products may be improved for marketability and production. The role of an Industrial Designer is to create and execute design solutions towards problems of engineering, marketing, brand development and
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A Quantity Surveyor (QS) is a professional person working within the construction industry. The role of the QS is, in general terms, to manage and control costs within construction projects and may involve the use of a range of management procedures and technical tools to achieve
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Engineering is the applied science of acquiring and applying knowledge to design, analysis, and/or construction of works for practical purposes. The American Engineers' Council for Professional Development, also known as ECPD,[1] (later ABET [2]
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Procurement is the acquisition of goods and/or services at the best possible total cost of ownership, in the right quantity and quality, at the right time, in the right place for the direct benefit or use of governments, corporations, or individuals, generally via a contract.
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Project management is the discipline of organizing and managing resources (e.g. people) in such a way that the project is completed within defined scope, quality, time and cost constraints.
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An endpoint or end point is a mark of termination or completion.
  • In geometry, an endpoint is a point at which a line segment or ray terminates.
  • In chemistry, an endpoint is the conclusion of a chemical reaction.

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A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary.
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Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another.
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A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
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Brand Engagement is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand. What makes the topic complex is that brand engagement is partly created by institutions and organisations, but is equally created by the
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Brand loyalty has been proclaimed by some to be the ultimate goal of marketing.[1] In marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such
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The discipline of brand management was started at Procter & Gamble PLC as a result of a famous memo by Neil H. McElroy. In other terms:

Brand management is the application of marketing techniques to a specific product, product line, or brand.
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Brand Orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalisation.
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Employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).
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Integrated Marketing Communications

Definition

The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or
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