As the number of channels and the volume of content grows, it’s increasingly difficult to guard your organization’s valuable brand.
Product managers send out companywide emails announcing their (completely off-brand) Medium blog post. CFOs build their own presentations for board meetings (which is all sorts of wrong).
In the short term, well-intentioned employees slowly erode brand consistency by designing things themselves or outsourcing them to their personal freelance network. Eventually, these deviations snowball and can cost your organization its hard-earned brand equity and market position.
Data show that design has a direct impact on business performance. With content as king and more distribution channels, there are more places to go off-brand, especially design-wise.
In our experience, we’ve identified three types of employees to look out for when you’re playing goalie for your brand:
The Info Crammer
The Info Crammer is a subject expert with an advanced degree and a facility for numbers.
She is excited to display the mountain of data she’s unearthed. All of the data—on one single sheet.
Tags: brand manager