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It is essential to have a coherent corporate brand or Corporate Visual Identity (CVI) if you will, however making sure it is distributed and embedded into your employees’ daily lives is an equally big part of the process than creating the CVI itself.
Formulating your company’s CVI is of great importance. Forbes believes that the color choice alone improves brand recognition by up to 80%. Meaning that your customers need to be able to identify your brand instantly when seeing a logo, product or any general output from your company.
However, roughly 61% of companies are submitting reports of “rogue” content throughout their organisation – meaning company employees are creating content that does not align with current Corporate Visual Identities (CVI), hence the risk of off-brand output and misleading content.
Additionally, top 3 worst case scenarios regarding inconsistent branding are confusion in the market relating to your company, damages to your reputation or brand, and jeopardisation of the brand trademark.
By all means, “rogue” content is not uncommon, it is merely a symptom of the fact that the company brand needs to be properly “translated” into the everyday tools and methods company employees are utilising, otherwise they will go “rogue” if their needs are not met through their company available resources.
Moreover, the insights also point to the fact that brand fragmentation throughout organisations actually do exist in many cases, and it does have an impact on the coherence of your brand not to mention your business performance.
When asked to evaluate the effect on revenue if their brands were always presented consistently, companies reported an average of 33% potential increase in revenue!
So it is safe to say that focusing on the anchoring and alignment your brand and specifically your CVI has somewhat of an importance.
A CVI fresh out of the design studio is not enough, you must make sure that there is a plan in place for the distribution, embedding and enforcement of your CVI – not only across your company platforms but also via your employees.
Your people is supposed to be well informed and have easy access to all the relevant core elements of the CVI in order for them to automatically embed the cornerstones of the CVI in their daily work where most of them communicate and create documents, presentations and e-mails.
If you manage to perfect this part of the process you will essentially establish a crowd of brand ambassadors working positively on spreading the word and utilising the CVI as it was intended. Much faster and perhaps at a lower cost.