Service Snapshot: Brand Implementation

Bringing about a new brand identity is both an enriching as well as a challenging activity for organisations. Creating new visions and directions, energises and enthuses people. However, the actual implementation of brands can be a costly challenge.

Challenge

Brand and Design agencies will often be able to bring about new designs and messages about products and services that look good on presentations but are notoriously difficult to execute.

The exercise becomes costly when the Brand budget is suddenly impacted by unforeseen activities and changes required to support the brand implementation.

An organisation needs to introduce the brand through every level of its structure for the brand to really work. It is in this way that the customer will see and ‘feel’ the brand at every touch-point.

This means understanding the practicalities of changes required in:

• Behaviours of front-line and support staff
• Messages and communications internally and externally
• Modification of systems and processes to support the new brand
• Implementation of new document template systems to allow a seamless brand experience throughout the organisation and with external stakeholders
• Signage design and logistics assets need to be aligned

Ideally, for a brand launch, all of these elements come together at one time.

Often there are areas of the business that have been overlooked in terms of brand delivery, and these then represent an additional cost to the roll-out.

Solution

At Penumbra we have experience in delivering brands globally for large organisations.

We understand the need to co-ordinate with global branches and partners in order to understand the disparate requirements of each particular region or market. Issues such as localisation, formatting and regulatory requirements are often overlooked.

We also know how to test and challenge a brand design, so that what is decided on by an organisation can be delivered in a practical way, without incurring hidden costs associated with unnecessary customisation.

We have strategic partners that work on Branding, Communications and PR to help align and create a holistic approach to a brand roll-out.

We analyse all the touch-points in the organisation and asses what type of activity is required to support the brand experience.

Penumbra has experience in delivering the Brand to all the desks in the organisation on the same day, having:

• tested and prepared all materials,
• worked with the people to take them through the changes required
• aligned with external agencies

Benefits

Working with Penumbra, organisations can harness our experience based on delivering brand solutions for large global organisations in different business sectors, in order to drive a brand implementation that will help you:

• Avoid cost overruns

• Align the business

• Drive value form your brand