YOUR BRAND
IMPLEMENTATION PARTNER
December 2024
Too often firms spend good money on branding without results. It happens. We get it. But it doesn’t have to end this way.
Company A is a professional services firm that paid good money to rebrand the firm in line with a shift in direction and company values. The branding agency did a great job aligning the visual aesthetic with the firm’s expected bright future.
At the design concept stage, the branding agency showcased a potential future with visuals of social media posts, a website, business cards, and stationery. All looked great.
The branding agency then handed over to the business services team of Company A and relinquished control of the future of the brand.
This is not uncommon.
Company A’s business services team had a tight brand implementation deadline. It was all hands on deck to rebuild the website, implement social media templates, order merchandise, and convert the many branded documents (both design and Microsoft). The team agreed early they were out of their depth to build the new website. That was a good call.
The fatal judgment error occurred when the team decided not to hire design or template assistance, instead rationalising that it would be quicker to do it themselves.
This decision that somehow design, template development, and document formatting were a ‘lesser skillset’ and could be achieved by the layperson would cost the firm dearly.
After the business services team toiled hard for 12 weeks to implement the visual brand, they launched. It didn’t take long before whispers from staff surfaced, such as, “The brand doesn’t look as good as I was expecting.”
Worse still, over the long term, the brand failed to hit the mark as it wasn’t aligned with the top-tier strategic direction of the firm.
There is more than one issue here. Let’s unpack.
Issue 1: Brand Implementation
If your firm insists that brand implementation needs to happen by a set date then either cutting corners, rushing tasks or engaging non-trained staff to implement the brand will negatively impact outcomes.
Issue 2: Visual design
Non-designers in charge of visual communications produce lacklustre design outcomes. Regardless of the software used, unless you know the design principles and how to execute them effectively, you are not a designer; no more than a person with Excel is an accountant.
Issue 3: Microsoft templates
Adding your logo to the default Microsoft template is the document equivalent of leaving the house in a singlet, thongs and shorts to attend a black-tie ball. Underdressed. These are the documents you use to win new work. Make them count.
In addition to the look and feel, create templates and supporting assets that the entire firm confidently and effectively use to stay on brand AND look amazing.
Solution 1 – Brand implementation
Brand implementation within a short timeframe requires realistic conversations.
A brand consultant can plan and oversee a brand implementation; they have the skills to save you time and money. If timeframes are tight, more skilled hands on deck need to be engaged and given clear expectations on tasks and timings in order to hit their deadlines.
Solution 2 – Visual design
Your marketing material should be written and designed by professionals trained in their respective fields.
While we know some firms cannot afford in-house designers, there are solutions to skills gaps. Social media post templates should be created by trained designers. Training on the principles of design and typography will equip non-designers to deliver ongoing effective outputs.
Additionally, you might consider outsourcing specific high-value documents/collateral to design experts when it matters most (e.g. high-value pitch documents).
Solution 3 – Microsoft templates
Good templates (and supporting assets) don’t cost the earth. Ask yourself “What is the cost of unsuccessful proposal submissions due to unprofessional documentation?”
Additionally, untold hours of professional time are spent pulling documents together. If your templates aren’t efficient, then you are allowing your money to be frittered away.
Your firm deserves the best chance at having a strategically executed brand that represents your values, direction as a firm, and position in the market. And in doing so, the brand will reward you.
For more information about brand implementation, visual branding, or Microsoft templates, get in touch with the team at BrandOps.
December 2024
Too often firms spend good money on branding without results. It happens. We get it. But it doesn’t have to end this way.
Company A is a professional services firm that paid good money to rebrand the firm in line with a shift in direction and company values. The branding agency did a great job aligning the visual aesthetic with the firm’s expected bright future.
At the design concept stage, the branding agency showcased a potential future with visuals of social media posts, a website, business cards, and stationery. All looked great.
The branding agency then handed over to the business services team of Company A and relinquished control of the future of the brand.
This is not uncommon.
Company A’s business services team had a tight brand implementation deadline. It was all hands on deck to rebuild the website, implement social media templates, order merchandise, and convert the many branded documents (both design and Microsoft). The team agreed early they were out of their depth to build the new website. That was a good call.
The fatal judgment error occurred when the team decided not to hire design or template assistance, instead rationalising that it would be quicker to do it themselves.
This decision that somehow design, template development, and document formatting were a ‘lesser skillset’ and could be achieved by the layperson would cost the firm dearly.
After the business services team toiled hard for 12 weeks to implement the visual brand, they launched. It didn’t take long before whispers from staff surfaced, such as, “The brand doesn’t look as good as I was expecting.”
Worse still, over the long term, the brand failed to hit the mark as it wasn’t aligned with the top-tier strategic direction of the firm.
There is more than one issue here. Let’s unpack.
Issue 1: Brand Implementation
If your firm insists that brand implementation needs to happen by a set date then either cutting corners, rushing tasks or engaging non-trained staff to implement the brand will negatively impact outcomes.
Issue 2: Visual design
Non-designers in charge of visual communications produce lacklustre design outcomes. Regardless of the software used, unless you know the design principles and how to execute them effectively, you are not a designer; no more than a person with Excel is an accountant.
Issue 3: Microsoft templates
Adding your logo to the default Microsoft template is the document equivalent of leaving the house in a singlet, thongs and shorts to attend a black-tie ball. Underdressed. These are the documents you use to win new work. Make them count.
In addition to the look and feel, create templates and supporting assets that the entire firm confidently and effectively use to stay on brand AND look amazing.
Solution 1 – Brand implementation
Brand implementation within a short timeframe requires realistic conversations.
A brand consultant can plan and oversee a brand implementation; they have the skills to save you time and money. If timeframes are tight, more skilled hands on deck need to be engaged and given clear expectations on tasks and timings in order to hit their deadlines.
Solution 2 – Visual design
Your marketing material should be written and designed by professionals trained in their respective fields.
While we know some firms cannot afford in-house designers, there are solutions to skills gaps. Social media post templates should be created by trained designers. Training on the principles of design and typography will equip non-designers to deliver ongoing effective outputs.
Additionally, you might consider outsourcing specific high-value documents/collateral to design experts when it matters most (e.g. high-value pitch documents).
Solution 3 – Microsoft templates
Good templates (and supporting assets) don’t cost the earth. Ask yourself “What is the cost of unsuccessful proposal submissions due to unprofessional documentation?”
Additionally, untold hours of professional time are spent pulling documents together. If your templates aren’t efficient, then you are allowing your money to be frittered away.
Your firm deserves the best chance at having a strategically executed brand that represents your values, direction as a firm, and position in the market. And in doing so, the brand will reward you.
For more information about brand implementation, visual branding, or Microsoft templates, get in touch with the team at BrandOps.
