Creating Brand strategy that people wont Break is a difficult task and is always challenging. Checking it back with your branding guideline serves as the basis for your brand health check.
Introducing Dr Brand a fictitious character who can help you do your brand health checks. You can throw him your content and he will tell you how well is your content in comparison with your branding guidelines.
Major big companies like Apple, Adobe, Microsoft, SAP all have branding guidelines. They have guidelines for Typography, Tone of your content, Audio, Video etc.. These guidelines are well supported with policies too.
The content which a company produces can be addressing Internal Employees, Media, Press, Partners etc.. Maintaining the same tone across your spectrum of personas and adhering to the brand guideline becomes a challenge.
Its Reactive
Most of the companies today have a team/set of people who are responsible for auditing your content on a regular basis to check for anomalies. With this reactive approach, we can only audit and take actions for the mistakes which have happened and not necessarily avoid them. This involves a lot of manual effort and sometimes error prone.
Here are some of the biggest mistakes which caused a major failure.
American Apparel Mistakes Challenger Explosion for Fireworks:
Delta Airlines learns it the hard-way
These are just examples, but there and many branding mistakes which happen due to the fact that the content which was being published did not go through a proof reading process and being checked if it adheres to the branding guidelines. So why not avoid this Damage ?
Automation:
As company produces a lot of content daily, there is a huge requirement to automate the process of brand compliance.
Its Continuous:
Having Dr Brand can help your company go through a strict brand adherence pipeline and avoid mistakes at the very beginning of the content creation.
Dr Brand can learn about your brand, by scrolling through different data sources of your company and he can help you in checking your Brand health across text,images,audio,video,facts etc..
Working on fictitious characters like Dr Brand is exciting for us and its driven emotionally. How can we create a perfect Dr Brand, we welcome your ideas.
