October 29, 2014

Increasing brand exposure through strategic brand implementation

Brand exposure is an often overlooked facet of brand implementation. That’s why I’m always impressed when clients are truly strategic about brand management, and see the full potential of brand implementation. A trait these clients share is detail-orientation, and they appreciate the level of detail in our four-step Implementix brand implementation process. As we discuss our findings at various stages of the process, clients let their desired level of brand exposure guide their choices moving forward.

After a client engages Implementix for brand implementation services, the first step of our process is Assessment. We visit all of the client’s locations and catalogue every branded touchpoint, like vehicles and signage. We then sit down with brand management executives to plan the next phases of the brand implementation based on their goals and objectives.

I’m going to give you several examples of client projects where strategic brand managers gave us brand exposure directives and what we did to meet their goals.

In the first example, the bank rebranding was triggered by an acquisition. After reviewing our Assessment results, the brand managers realized the company they acquired had missed key opportunities for brand exposure on signage. We were instructed to make sure brand treatments would increase brand exposure on these touchpoints. This meant engineering larger signage viewable from farther distances while still adhering to local sign codes. It also meant removing a sign that was barely visible and installing a new sign in a higher traffic area.

Another client, a Top 100 brand with a lot of other brands in its portfolio, wanted to remove a brand it sold from its infrastructure. While we originally thought removing the old brand was the sole focus of the project, we learned brand management wanted to increase brand exposure and showcase a new brand in its portfolio. So, at the Assessment review meeting, we recommended replacing the old portfolio brand with the new portfolio brand to simultaneously achieve both goals. The brand managers loved it.

On the flip side, an energy client’s brand management team was concerned it had too much brand exposure. This was a high profile company, and the team wanted a low-key approach during M&A activity. At our Assessment meeting, we discussed data that showed the correlation between brand assets/materials and brand exposure to target audiences. Given the brand management team’s desire to limit brand exposure, we engineered high visibility brand treatments (larger images and more vivid colors) for certain assets seen by the company’s primary target audiences and scaled back on brand treatments for other company assets.

No two brand implementation projects are identical. By partnering with our clients to meet their brand management objectives, we ensure we meet their brand exposure goals.