What is 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, project management and retail design.

Brand implementation emerged as a discipline in the 1990s when brand owners recognised 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 centralised 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. Brand implementation is now a critical discipline focused on binding the relationship between the target audience and the brand. This allows brand implementation firms to identify the best possible manufacturing solution for each project.

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 is first and foremost a logistical exercise – coordinating multiple stakeholders, contractors and agencies. However, unlike most company-wide projects there is an intangible aspect to branding that involves interpretation. You may be familiar with the overzealous manager who plasters the new identity across every available surface... or the manager who claims the new identity clashes with his site's interiors... or the manager who thinks branding is a waste of time, money and effort. These people simply have different motivations and any branding exercise usually interferes with 'business as usual'. There are as many ways to tackle implementation as there are brands, but we believe that understanding the delivery team's motivation and providing the right tools to get the job done are the two key success factors.

The 4 pillars of brand implementation

As a brand implementation agency it is out job to bridge the gap between the marketing and facilities departments, protecting brand integrity while addressing core operational issues. We work to establish the best way to roll-out your brand identity and ensure that all stakeholders, from facility managers to local planning authorities, are listened to.

Related features & insights

• Magic and Logic: 2 Steps to bridging the gap
• Rebranding: 10 things to consider

Visual Identity Management

• Rebrand Planning
• Design Engineering
• Brand Implementation
• Brand Management

Rebranding 500 sites in 6 months is extremely impressive as are the considerable cost savings Endpoint's processes have achieved. Our hotels have never looked better and Endpoint has played a pivotal role in making this happen.

Gerard Tempest, Marketing Director Whitbread Hotels & Restaurants