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Seb Anthony

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Delivering Brand Standards


Looking for new and innovative solutions in getting brand standards (all contained within a very handy 500 page document!) all the way down to employee level, on the shop floor?
Is there anything better than Quick Reference Guides?
Neil Farren

2 Responses

  1. this might work
    My experience in this area involved brand standards that covered only about three pages (well spaced, pt 16 type)of A4.
    This was purely the standards that needed to be achieved, nothing else.

    We ran workshops where managers explained what the standards were and why they were deemed important by/to senior management. Junior manager/team leaders then led their teams to define what the benefits were to staff and customers in achieving the standards and how each team would go about reaching these standards.
    This was then presented back to the managers along with the “wants” from the teams to the organisation; for us to hit the standards we need….(in terms of management support and resources)

    This required some input, investment and committment from everyone but it did get the standards alive throughout the hierarchy rather than hidden in a 500 page folder!

    I don’t know if that would help with your dilemma


  2. Start at the top
    In my experience it is important to start at the top. You could find yourself putting in a great deal of time and effort to engage the shopfloor and have your efforts undermined by Team Leaders who do not feel part of the process. If the standards are being demonstrated top down you stand a better chance of them being reinforced day in day out.

    I have also found that plenty of visuals can help embed the brand culture – notices/screensavers maybe even badges, whatever gets people talking the brand. If you have to change communication documents, make sure that you go through them in detail so that none of the off-brand language is missed. Good Luck


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