Never underestimate the power of a clearly aligned brand. Consistency and integration are both key if you want your company to succeed online.
But how do you make your brand ‘compliant’? What are the steps involved?
In this article, we take a closer look at brand compliance and show you ways of boosting your company’s appeal across the digital landscape.
How do you define brand compliance?
If someone asks you to picture a red and white logo with wavy writing, chances are you’ll think of Coca-Cola. The same goes for an apple with a bite taken out of it, or a big white/black tick.
Basically, brand compliance is all the stuff that makes your brand recognisable to consumers. From imagery style to messaging, you must ensure it stands out on the digital shelf for the right reasons.
Brand compliance examples
To ensure successful brand compliance, you should:
- Make sure your company’s messaging is consistent and aligned with its core values
- Include the latest design elements across all your digital channels (colours, fonts, logos, images, etc.)
- Adopt and fully embrace a consistent tone of voice (TOV) that brings your brand to life
- Tell a story customers can relate to and get on board with
- Adhere to current industry standards re: disclosures, claims, packaging, etc.
Benefits of brand compliance
Brand compliance can help your business win at the digital shelf in more ways than one.
Some tangible benefits of brand compliance include:
- Greater customer loyalty and retention
- Reduced timescales when getting products to market
- Clear communication best practices that can be applied internationally if needed
- More cohesive internal workflows
- Increased return on investment (ROI)
5 tips for ensuring successful brand compliance
Recognising the need for successful brand compliance is the first step towards leveraging it in a way that will help your business grow.
Of course, it’s important to get started on the right note, so you’re not having to go back and correct things later.
Need some help with ensuring successful brand compliance? Check out our 5 top tips below:
1) Create clear guidelines
Every business is different, so make sure you produce clear brand guidelines that completely illustrate what your company sells, the values it stands for and where it operates on the digital shelf.
Your guidelines may include:
- TOV documentation
- Image assets
- Brand colours
- Packaging specifics
2) Get your team up to speed
Brand compliance only works if staff at your company are enforcing it. Make sure they are thoroughly briefed and trained to maintain any new guidelines/standards you implement.
It may be worth putting together a separate team within your organisation responsible for employee training. Whatever you decide, the outcome should be that all employees respect and deliver brand compliance across every digital channel and point of interaction.
3) Establish and measure key performance indicators (KPIs)
Brand compliance is not a one-hit type of task; it takes a long time to put everything together so that each element fulfils its purpose.
Set individual KPIs that you can execute and track later on, all while remembering the most important rule of brand compliance: it’s a marathon, not a sprint.
4) Continuously review your channels
Brands change all the time, and if yours undergoes any transformation whatsoever, you’ll need to update every digital channel you trade on. Failure to display current logos, imagery or messaging could result in negative brand sentiment, putting customers off your business.
You may also wish to invest in digital shelf analytics, which provides brands with a clearer picture of their overall online performance.
5) Choose the right software to help you
Of course, effective monitoring is only possible if you have the tools with which to carry it out!
Magpie DBX offers a whole suite of software that not only helps ensure brand compliance but also works to raise your visibility on the digital shelf-space, thereby potentially increasing sales.
Ensuring successful brand compliance with Magpie DBX
At Magpie, we understand that brand compliance isn’t something that can be sorted overnight. That’s why you get full access to our brand experience tool, which helps facilitate thorough auditing of how your brand appears online – and across multiple channels, too!
Ensuring a consistent brand identity has never been easier. Want to learn more? Get in touch with our team today to arrange a demo.