Brand Map

One way to make sure your company is not a victim of brand anarchy is to put steps in the planning process that ensure each tactic clearly ties to the brand and supports it. This can be done with a planning document designed to bridge between brands and tactics

This brand map clearly establishes how the tactic supports corporate goals. More importantly, it is used to show that the tactics must support corporate goals and be measured. We discussed the need to measure across tactics consistently. A brand map supports this effort and defines these metrics. The end result is much more than a set of identity standards to follow. A brand map serves as a planning tool that ensures marketing dollars are not wasted on efforts that do not help a company achieve its goals.

At least two of our clients rely on brand maps. One client refers to them as Brand Implementation Standards (BIS). Another client refers to them as Brand Execution Guidelines (BEG). I offer up a third name—Brand Operating Overview (BOO). BOO is designed to scare the competition. Fine, you won't find that one on acronym finder anytime soon.

Whatever you call it, a brand map is a substantial step in the planning process that ensures all marketing efforts represent the brand efficiently and effectively. Far too often at the project level, we lose touch with this.

Comments

[Matt Cozzani]

There's an interesting take on brand mapping at www.meboxmarketing.com . Their tool isn't really helpful if you're looking for deep insights as to the "why" but it looks pretty good if you want a broad overview of your brand's image to the public. I haven't used it yet, though, so I can't tell you how well it works.