background-img

Brand Consistency

HOW WE MAINTAIN THE BRAND’S CONSISTENCY?

Consistency is essential for creating a memorable brand. How will your customers recognize you if your packaging varies drastically from one product or country to the next?

A brand with consistent packaging can increase revenue by as much as 33%, boosting brand equity, customer loyalty, and profit on an international scale.

Ensuring color and artwork consistency across your global markets is essential for increasing the chances of a potential customer selecting your products.

Here’s how we maintain brand consistency at Brand IMS, beginning from our Brand HQ in Manchester out into new and emerging international territories.

 

Consistent Colours

Ensuring unified and high-quality colours when printing across all markets will ensure that your brand is consistent in every country. We supply printers with the tools they need to enable them to print consistently and accurately. Communicating the design intent, colour standards, sharing global targets, signed off colour targets and preparing the files to their specification will all help them do this. In cases where a like-for-like match is paramount, we will create colour targets and wet-proofs that directly mimic the final print run. We can ensure the final product is consistent in all geographies by sourcing the printing board or labels for our proofs ahead of sign-off.

Global Data Tracking And Insight

At Brand IMS, we enable global data tracking and insight  Visual Approval and workflow management to ensure brand consistency by monitoring your brands across all markets. Capture your branding’s success across multiple territories in real-time with actionable and accurate reporting from our data services. Gather essential data for maintaining the success of your branding during changing times to retain and grow customer loyalty.

Consistently Delivering Simple Yet Effective Brand Guidelines

Our brand guidelines are managed online and will clearly outline every element of your brand representation, from the layout of images, graphics, and logos, to colour palettes, style, fonts, and tone of voice. With our Digital Asset Management software Visual Approval (VA), we coordinate all artwork online in real-time, so your brand will always be represented consistently across the supply chain. We appreciate that this is essential, whether you’re trying to grow a new brand or ensure consistency across all markets as a globally-recognised business. 

Visual Approval: The Latest In Digital Asset Management

VA is the latest Digital Asset Management software, allowing you to see and sign off on artwork and content in real-time. As a Brand Manager, VA provides for the effective editing, annotation, and approval of all visual images. Boost accountability, accessibility, and transparency across your branding. By working with VA, we can ensure that your brand remains consistent, whatever the changes, whichever the intended market.

We Adjust Our Models To Each Client

At Brand IMS, we have the resources to work on a centralised brand control  through Visual Approval, which allows for all changes to be updated and signed off in one place. We can also coordinate with international markets for you with our expert project management team to ensure that translations, ideation, and semiotics perfectly resonate with your target market.

As an example when working with our client Avon we can make bespoke frames for each of our client’s needs. WIth VA it is possible to have anything from 1 local approver to 100 approvers across the globe. You are able to pull different types of data and our clients can work directly within VA uploading their own briefs, guidelines, and automating artwork.

Global Data Tracking And Insight

At Brand IMS, we enable global data tracking and insight  Visual Approval and workflow management to ensure brand consistency by monitoring your brands across all markets. Capture your branding’s success across multiple territories in real-time with actionable and accurate reporting from our data services. Gather essential data for maintaining the success of your branding during changing times to retain and grow customer loyalty.

Managing New Markets

New markets that require the translation and translocation of your packaging may seem like a challenge if you’re emerging into them for the first time. At Brand IMS, we take the stress out of branching into new markets by working with local printers and suppliers, ensuring that high quality is met and maintained with each new adaptation. We ensure that key stakeholders are involved with the final sign-off process, so final packages capture each element of feedback, and printing meets the high standard that you expect before rollout.

 

A Coherent Global Packaging Design

Investing the time into a coherent global packaging design is crucial to appeal to each customer’s target market. In cases where coherent packaging is critical, like Diageo Guinness and Smirnoff Brands, we’ll approach each target market individually, leverage customer insight, and maintain those local relationships with printers and suppliers across continents to create brand equity that is consistent across the globe. While we work to deliver to local markets, we ultimately have the overall global design unification in mind and will ensure this is reflected in the final packaging.

Exceptional Project Management

Even the best-executed brand design will lose cohesiveness under poor project management. Our adept project managers oversee every step of the packaging process to ensure that each step is flawlessly executed. Our Project Managers are obsessed with consistency and will carefully survey every stage, from managing relationships with the strategic design agencies, client offices, and innovation teams across the globe, to speaking to printers and leveraging customer insight from local markets. Brand IMS Project Managers ensure each party is aligned with our client’s design intent and purpose.

A Coherent Global Packaging Design

Investing the time into a coherent global packaging design is crucial to appeal to each customer’s target market. In cases where coherent packaging is critical, like Diageo Guinness and Smirnoff Brands, we’ll approach each target market individually, leverage customer insight, and maintain those local relationships with printers and suppliers across continents to create brand equity that is consistent across the globe. While we work to deliver to local markets, we ultimately have the overall global design unification in mind and will ensure this is reflected in the final packaging.

Maintaining A Scalable Supply Chain

The more markets you have, the more complicated brand consistency becomes. By creating consistent portals like Visual Approval and coordinating sign off across global markets, your supply chain becomes scalable no matter how many territories you add to your customer base. We coordinate with pre-press and print teams with local market insight to create a scalable supply chain with centralized designs, artworks, and reprographics that remain consistent across each step of the process from conception to rollout and launch. The success of your branding during changing times to retain and grow customer loyalty.