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.
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.
Today
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 (RTM of Marketing Supply Chain International). Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).
See also
Bibliography
- Baxter, Marilyn (2006) "Magic and Logic, explains the relationship between design, procurement and agencies."
- Van den Bosch, A.L.M., (2005). Corporate Visual Identity Management: current practices, impact and assessment. Doctoral dissertation, University of Twente, Enschede, The Netherlands."
