To Make Brand Identity Work at 100%
It is not enough to simply apply it to print or digital assets. You need to carefully monitor that the brand's tone of voice and character are accurately translated across every single touchpoint where the business interacts with the world. It is crucial to understand that this works seamlessly only when the leadership, team, and external partners all share the same benchmarks.
Case Study: A company providing wellness services to premium clients ordered an expensive guideline from freelance designers. The document and presentation looked quite professional on the surface. The client immediately printed all the necessary collateral, but not a single item was put to use within the facility—they are still sitting in a warehouse today. Why? Because the developed identity failed to reflect the club's 20-year tradition and character, meaning it could not build trust with their target audience. It was just pretty and stylish, but lacked authenticity. The business owners even confessed that one of the chosen colors made them feel sleepy—not exactly the right vibe for a business that includes sports and fitness services. It happens.
But the story didn't end there. Six months later, the company decided to develop a mobile app for clients and turned to an automation partner. The partner requested the brand guidelines so their UI/UX designer could check the corporate fonts and colors. It was discovered that using the logo font and primary copy font in the digital space (app and website) would cost the company about $18,000 USD in licensing fees annually! This forced them to look for alternative fonts with more affordable licensing. Both the company's and the partner's time was wasted, alongside extra expenses. If the designers who built the guidelines had offered ongoing support and implementation oversight, the transition would have been smoother, faster, and free of such financial losses.
When deploying an identity or brand strategy, it is highly recommended to have the concept's author oversee the process. Only the creators possess the depth of competence needed to explain and justify every design decision to contractors, employees, or business owners. This makes the rollout faster, significantly more cost-effective, and delivers a cohesive, predictable result.
What's Included: Consulting support during the concept implementation phase:
- Answering contractors' and vendors' technical questions
- Providing recommendations on corporate identity usage
- Auditing the correct application of brand elements
- Monitoring brand consistency across physical and digital touchpoints
Excludes:
- Creating new layouts from scratch
- Making design revisions
- Urgent, ad-hoc tasks