Keep Brand Chaos From Eroding Your Innovation Platform

Brand chaos can occur when inconsistent new brands are created or when employees make their own adapted versions of a brand. This can be damaging to a company’s reputation and lead to confusion among customers. The solution is to create a brand book, which outlines strict guidelines for all aspects of a brand, from the logo to the website design. A strong brand champion should also be appointed to regulate compliance with the brand book, and a legal team should be in place to protect against counterfeiters and brand hijackers. Great branding is about making and keeping promises consistently, and preventing brand chaos is essential to achieving this goal.