{"id":40605,"date":"2024-05-21T08:13:30","date_gmt":"2024-05-21T06:13:30","guid":{"rendered":"https:\/\/www.celum.com\/en\/?p=40605"},"modified":"2025-08-05T10:38:46","modified_gmt":"2025-08-05T08:38:46","slug":"what-is-brand-governance-and-why-is-it-important","status":"publish","type":"post","link":"https:\/\/www.celum.com\/en\/blog\/what-is-brand-governance-and-why-is-it-important\/","title":{"rendered":"What is Brand Governance &#038; Why Is It Important"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"40605\" class=\"elementor elementor-40605\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5862c0f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5862c0f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e44910\" data-id=\"4e44910\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e35a7be elementor-widget elementor-widget-text-editor\" data-id=\"e35a7be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I guess it does sound a little cliche, but it\u2019s true: <\/span><i><span style=\"font-weight: 400;\">Brand is your company\u2019s greatest asset.\u00a0<\/span><\/i><\/p><p><span style=\"font-weight: 400;\">It\u2019s what makes customers recognise you and your products over and over again.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s what builds their trust.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Brand helps them tell you apart from the competition.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Not to mention that it\u2019s often the very first thing that customer base their opinions about you\u2026<\/span><\/p><p><b>Yet, despite all that, a brand is also one aspect of a business that companies pay little to no attention to controlling.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Sure, they do develop the brand. But controlling it? Or ensuring it\u2019s always consistent\u2026 well, that is often a completely different matter.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It&#8217;s hugely important, though, and I\u2019ll show you how in this guide. You\u2019ll also learn the concept of brand governance and the benefits of having a set of rules, processes, and guidelines to protect brand identity.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50b343f elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"50b343f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h5&quot;,&quot;h6&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__50b343f\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__50b343f\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c61b3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8c61b3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d07b18a\" data-id=\"d07b18a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9311d0 elementor-widget elementor-widget-heading\" data-id=\"d9311d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is brand governance?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f23b48 elementor-widget elementor-widget-text-editor\" data-id=\"4f23b48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">I\u2019ve already hinted at what the concept means by discussing rules, processes, and guidelines to protect brand identity.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But there is more to brand governance, so let\u2019s review the concept from the top.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">First, when we use this term &#8211; <\/span><i><span style=\"font-weight: 400;\">brand governance<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; we usually refer to a standardised system for protecting a company\u2019s brand identity and ensuring its consistency across all customer touchpoints.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Note two aspects to that definition\u2026<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Protecting brand identity and integrity<\/b><span style=\"font-weight: 400;\">. In practice, this means safeguarding the integrity and distinctiveness of your brand&#8217;s elements, such as logos, colors, and messaging, from unauthorised or inappropriate use.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand consistency<\/b><span style=\"font-weight: 400;\">. This aspect ensures that your brand&#8217;s messaging, visuals, and overall identity remain uniform across all channels and touchpoints.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There are several other benefits of implementing brand governance.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bade647 elementor-widget elementor-widget-heading\" data-id=\"bade647\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Controlling brand perception\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aec4dee elementor-widget elementor-widget-text-editor\" data-id=\"aec4dee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In layman\u2019s terms, controlling brand perception means ensuring that customers always experience the same messaging and brand image when exposed to a brand and have the exact perception and impression of it that the company would like them to have.\u00a0<\/span><\/p><p><b>Apple<\/b><span style=\"font-weight: 400;\">, for example, is famous for its strict control over how its logo and products are featured in branded materials. It doesn\u2019t matter what you encounter &#8211; an ad, a product visual, or a video &#8211; they will look similar and evoke similar emotions in you. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8236f08 elementor-widget elementor-widget-image\" data-id=\"8236f08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.tortoisemedia.com\/2020\/01\/09\/photo-essay-apple-adverts\/\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"539\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Apple-branding-1024x690.jpg\" class=\"attachment-large size-large wp-image-40677\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Apple-branding-1024x690.jpg 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Apple-branding-300x202.jpg 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Apple-branding-768x518.jpg 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Apple-branding.jpg 1500w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce8dc39 elementor-widget elementor-widget-text-editor\" data-id=\"ce8dc39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">(<\/span><a href=\"https:\/\/www.tortoisemedia.com\/2020\/01\/09\/photo-essay-apple-adverts\/\"><span style=\"font-weight: 400;\">Image source<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p><p><span style=\"font-weight: 400;\">Another example &#8211; <\/span><b>Starbucks<\/b><span style=\"font-weight: 400;\">. It doesn\u2019t matter where in the world you stumble upon its shop; it will have a uniform design, consistent with every other store you\u2019ve ever visited\u2026 worldwide.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82fffa1 elementor-widget elementor-widget-heading\" data-id=\"82fffa1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Mitigating brand-related risks<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b07128d elementor-widget elementor-widget-text-editor\" data-id=\"b07128d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">When we talk about mitigating brand-related risks, we refer to minimizing the chances of damage to the brand&#8217;s reputation, value, or image. In the context of brand governance, this means:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Preventing the dilution of brand identity so that the brand never loses its distinctiveness.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Protecting against brand infringement.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoiding brand scandals and maintaining trust and credibility of the brand image.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9380f33 elementor-widget elementor-widget-heading\" data-id=\"9380f33\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Empowering employees and other stakeholders to use the brand\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b860d8f elementor-widget elementor-widget-text-editor\" data-id=\"b860d8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This is often taken for granted in the context of brand governance. We automatically assume that by creating dedicated processes for protecting brand identity, we empower others to use it correctly.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And that is exactly what happens, but I believe it is also worth mentioning.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In a typical organisation, hundreds of people can easily use the brand identity.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employees might be creating various branded materials. Some of these are used in marketing; others help communicate various aspects of the brand or products internally.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Resellers present the brand and its products to their customers.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Partners or media portray the brand in their publications and more.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">All these pose a serious threat to the brand, particularly if there is no unified set of processes and rules for using the brand.\u00a0<\/span><\/p><p><b>Let me share one data point to illustrate this.<\/b><span style=\"font-weight: 400;\"> A <\/span><a href=\"https:\/\/hbr.org\/2020\/01\/is-your-sales-team-aligned-with-your-brand\"><span style=\"font-weight: 400;\">2020 research study published in Harvard Business Review<\/span><\/a><span style=\"font-weight: 400;\"> found that companies constantly fail to educate salespeople about their product messaging.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As a result, these salespeople misrepresent product details and brand positions to potential clients, damaging the brand perception.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Brand governance helps empower employees, partners, or resellers to use the brand while ensuring their actions don\u2019t affect the brand&#8217;s image, trustworthiness, and perception.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a6b4f23 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a6b4f23\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-9062a6a\" data-id=\"9062a6a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-afda1f3 elementor-widget elementor-widget-image\" data-id=\"afda1f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"615\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png\" class=\"attachment-large size-large wp-image-44574\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1024x787.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-768x590.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN-1536x1181.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/Cover_BM-report_big_EN.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-bbe02b0\" data-id=\"bbe02b0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c5664b elementor-widget elementor-widget-text-editor\" data-id=\"4c5664b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 2024 State of Brand Management Tools in Europe<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-678e732 elementor-widget elementor-widget-text-editor\" data-id=\"678e732\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Gain the latest insights into brand management with our 2024 Brand Management Survey! We surveyed marketing and brand managers from medium and large B2B and B2C organisations across Europe to understand the current state of Brand Management tools \u2013 and the results are insightful.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76e888b elementor-align-left celum-button celum-button--secondary elementor-widget elementor-widget-button\" data-id=\"76e888b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/brand-management-survey-report\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get the Report<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d73229 elementor-widget__width-auto elementor-absolute elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"5d73229\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2021\/03\/NEW-Dark.svg\" class=\"attachment-medium size-medium wp-image-7524\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a54e821 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a54e821\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ff5e2e4\" data-id=\"ff5e2e4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0486d4b elementor-widget elementor-widget-heading\" data-id=\"0486d4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6 key elements of brand governance\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5aa825 elementor-widget elementor-widget-text-editor\" data-id=\"d5aa825\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We\u2019ve covered a lot of theory about brand governance. We referred to it as a set of guidelines, processes, and rules. But what does that mean in practice? What actually goes into a brand governance strategy? <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cebe6f elementor-widget elementor-widget-heading\" data-id=\"1cebe6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand strategy \n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f6c819 elementor-widget elementor-widget-text-editor\" data-id=\"6f6c819\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">This is nothing more than a long-term vision, goals, and positioning that you have for a brand. The strategy, typically, defines such aspects of a brand as brand mission, values, target audience, and brand promise.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-209704b elementor-widget elementor-widget-heading\" data-id=\"209704b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand messaging guidelines \n\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cd3086 elementor-widget elementor-widget-text-editor\" data-id=\"0cd3086\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">These guidelines include anything from the tone, voice, and style that you will use in communication and help ensure that all brand communications convey a consistent brand personality and messaging, regardless of the channel or audience.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48f4870 elementor-widget elementor-widget-heading\" data-id=\"48f4870\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand assets and brand asset management \n\n\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69d5892 elementor-widget elementor-widget-text-editor\" data-id=\"69d5892\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Brand assets are basically all elements that form a brand identity &#8211; logos, images, videos, taglines, and various marketing materials.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Brand asset management, on the other hand, focuses on how to store, organise, and distribute brand assets while protecting them from misuse.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.celum.com\/en\/brand-management-software\/\"><span style=\"font-weight: 400;\">Brand governance platforms like CELUM<\/span><\/a><span style=\"font-weight: 400;\">, for example, include digital asset management capabilities to help centralise brand assets and access them across mobile, desktop, and online.<\/span><\/p><p><span style=\"font-weight: 400;\">This feature lets your brand managers control asset libraries and who sees what. Benefit from version control, AI tags, and bulk editing.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96a8a62 elementor-widget elementor-widget-heading\" data-id=\"96a8a62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand compliance auditing and monitoring\n\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee333ca elementor-widget elementor-widget-text-editor\" data-id=\"ee333ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Regular audits and performance monitoring help brands identify and rectify any issues, particularly inconsistencies in how the brand is used and portrayed to the public.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Why is this important? Well, for one, because inconsistent brand image can seriously confuse customers about what the brand actually is or stands for.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This might be an extreme example of the negative effect of brand inconsistency but it\u2019s also one surely to drive the idea home.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Back in 1982, Colgate decided to diversify its brand. It seemed a natural thing to do to combat its main competitor, Procter &amp; Gamble.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s just instead of what you might have expected &#8211; like the company launching a new dental floss line or another hygiene product, the company <\/span><a href=\"https:\/\/www.ripleys.com\/stories\/colgate-beef-lasagna\"><span style=\"font-weight: 400;\">aparently<\/span><\/a><span style=\"font-weight: 400;\"> brought this:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65434af elementor-widget elementor-widget-image\" data-id=\"65434af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.foodandwine.com\/news\/colgates-lasagna-and-coca-cola-blak-be-featured-museum-failures\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"742\" height=\"418\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Colgate-branding.png\" class=\"attachment-large size-large wp-image-40678\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Colgate-branding.png 742w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Example-of-Colgate-branding-300x169.png 300w\" sizes=\"(max-width: 742px) 100vw, 742px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df83954 elementor-widget elementor-widget-text-editor\" data-id=\"df83954\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">(image via Museum of Failures, found via <\/span><a href=\"https:\/\/www.foodandwine.com\/news\/colgates-lasagna-and-coca-cola-blak-be-featured-museum-failures\"><span style=\"font-weight: 400;\">FoodandWind<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p><p><span style=\"font-weight: 400;\">The result? Serious confusion among customers (although, luckily, not a huge damage to the brand.)<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a53cba elementor-widget elementor-widget-heading\" data-id=\"5a53cba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Training and Education\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc43fcd elementor-widget elementor-widget-text-editor\" data-id=\"bc43fcd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Naturally, to ensure that employees and other stakeholders understand the brand\u2019s values and brand messaging, as well as rules and guidelines for using it, an organisation needs to provide ongoing training and education.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e238b15 elementor-widget elementor-widget-heading\" data-id=\"e238b15\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Crisis management processes\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ab2592 elementor-widget elementor-widget-text-editor\" data-id=\"6ab2592\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A company might occasionally need to handle a brand-related crisis. Therefore, its brand governance process should include protocols, processes, and strategies to help minimise the impact of such a crisis and address any issues swiftly.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37a9522 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37a9522\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7854650\" data-id=\"7854650\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d5494e elementor-widget elementor-widget-heading\" data-id=\"3d5494e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to get started with brand governance\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b46869e elementor-widget elementor-widget-text-editor\" data-id=\"b46869e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Below, I\u2019ve outlined what the process of implementing brand governance looks like, typically.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Naturally, this is a general overview, and the process might require more or fewer steps for you. But this should give you a good idea of where to begin and what to do.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So, without any further ado\u2026<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41bd5df elementor-widget elementor-widget-heading\" data-id=\"41bd5df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand governance framework<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6618435 elementor-widget elementor-widget-text-editor\" data-id=\"6618435\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The process begins with developing a framework for brand governance.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A brand governance framework is nothing more than a set of rules, processes, and guidelines that tell employees and teams how to represent the brand correctly and ensure brand consistency and integrity.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Personally, I like to think of the framework as a roadmap that shows everyone involved how the brand is communicated to the world and how to do it correctly.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The framework defines such elements as a brand strategy, identity standards, messaging guidelines, legal considerations, etc.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27fd300 elementor-widget elementor-widget-heading\" data-id=\"27fd300\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand governance tools\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a64508f elementor-widget elementor-widget-text-editor\" data-id=\"a64508f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One of the biggest challenges companies face with brand governance is not implementation but ongoing management and facilitation. In other words, it\u2019s relatively easy to set brand governance guidelines and processes. However, putting them into practice and ensuring they are being followed is incredibly difficult.\u00a0<\/span><\/p><p><b>That\u2019s where dedicated brand management and governance tools come into play.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Without a dedicated brand management tool, you must constantly rely on various stakeholders to remember brand guidelines, follow processes, and trust them always to use the brand correctly.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.celum.com\/en\/blog\/brand-management\/\"><span style=\"font-weight: 400;\">CELUM<\/span><\/a><span style=\"font-weight: 400;\">, for example, offers a whole range of capabilities to help companies with brand governance:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand Guidelines<\/b><span style=\"font-weight: 400;\"> that allow you to create a curated repository of brand guidelines and assets.\u00a0\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand Templates.<\/b><span style=\"font-weight: 400;\"> With this feature, companies can set up templates for the most commonly created content and allow stakeholders to use and modify them while ensuring brand consistency at all times.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Approval workflows<\/b><span style=\"font-weight: 400;\"> that help manage revisions and signoff processes and ensure that all brand assets follow the brand guidelines.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Access and rights control<\/b><span style=\"font-weight: 400;\"> that allows companies specify who can see what and what actions they can perform on various assets.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand adoption monitoring and brand performance insights<\/b><span style=\"font-weight: 400;\">. This feature is specific to Brand Portals and lets companies monitor the adoption and performance of various branded assets.\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b33193 elementor-widget elementor-widget-image\" data-id=\"2b33193\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-1024x701.png\" class=\"attachment-large size-large wp-image-34691\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-2048x1402.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2023\/10\/Insights-Dashboard-1920x1315.png 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c876605 elementor-widget elementor-widget-text-editor\" data-id=\"c876605\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Want to learn more about how CELUM can help you streamline brand management? <\/b><a href=\"https:\/\/www.celum.com\/en\/demo\/\"><b>Book a demo<\/b><\/a><b>, and let us walk you through the platform. <\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fafaac elementor-widget elementor-widget-heading\" data-id=\"2fafaac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Asset management and centralisation\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49e40b9 elementor-widget elementor-widget-text-editor\" data-id=\"49e40b9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One aspect of brand governance is rules and guidelines for utilising the brand in communications. The other, ensuring that all stakeholders &#8211; employees, partners, resellers, third parties, etc. &#8211; always work off the same, correct versions of assets.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">I admit that this might not seem a big issue at first. This is particularly true early on, when you don\u2019t have many brand assets. Overtime, as the number of branded assets expands, the potential for errors and mistakes increases significantly.<\/span><\/p><p><span style=\"font-weight: 400;\">There might be different revisions of the logo, a whole range of images and visuals, updated versions of fonts, and more.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Without a proper way to store, organise, manage, and distribute these, a company would face constant challenges with keeping the brand uniform and consistent, let alone preventing costly mistakes.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Brand management platforms like CELUM help centralise brand assets with <\/span><a href=\"https:\/\/www.celum.com\/en\/digital-asset-management-software\/\"><span style=\"font-weight: 400;\">digital asset management<\/span><\/a><span style=\"font-weight: 400;\"> features.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These allow brand managers to create asset libraries, manage who can access which assets, and ensure that teams always work off the most recent and up-to-date file version.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-689ad9a elementor-widget elementor-widget-image\" data-id=\"689ad9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"548\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-1024x701.png\" class=\"attachment-large size-large wp-image-40676\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-1024x701.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-300x205.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-768x526.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-1536x1052.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation-1920x1315.png 1920w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2024\/05\/Asset-management-and-centralisation.png 1999w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-315f37b elementor-widget elementor-widget-heading\" data-id=\"315f37b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Ongoing training \n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b91f7d elementor-widget elementor-widget-text-editor\" data-id=\"4b91f7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As you may have noticed from this guide, one of the greatest threats to a brand is stakeholders &#8211; employees, partners, and resellers &#8211; misusing the brand and failing to follow brand guidelines.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In brand governance, ongoing training ensures that stakeholders:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand the brand<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are updated with any changes to brand guidelines.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Know how to represent the brand consistently across all content they produce, and<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand the processes for managing, organising, and retrieving brand assets.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Overall, training is the element of brand governance that ensures the brand is consistently represented, protected, and promoted by everyone within the organisation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12768ab elementor-widget elementor-widget-text-editor\" data-id=\"12768ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Looking to implement brand governance within your organisation? Check out CELUM, the <\/b><a href=\"https:\/\/www.celum.com\/en\/brand-management-software\/\"><b>leading brand management platform<\/b><\/a><b>. <\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-d1105d8 e-flex e-con-boxed e-con e-parent\" data-id=\"d1105d8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-98d2d58 elementor-widget elementor-widget-template\" data-id=\"98d2d58\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"46332\" class=\"elementor elementor-46332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e878f56 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e878f56\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-7ccab00\" data-id=\"7ccab00\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7f1dbdf4 elementor-widget elementor-widget-image\" data-id=\"7f1dbdf4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png?ver=1744794309\" class=\"attachment-medium_large size-medium_large wp-image-45681\" alt=\"\" srcset=\"https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-768x591.png 768w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-300x231.png 300w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1024x788.png 1024w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1536x1182.png 1536w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-2048x1576.png 2048w, https:\/\/www.celum.com\/en\/wp-content\/uploads\/sites\/2\/2022\/11\/DAM-Ebook-cover-EN-1920x1477.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-1fc8b53c\" data-id=\"1fc8b53c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-207f394d elementor-widget elementor-widget-text-editor\" data-id=\"207f394d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Read our <strong>free guide<\/strong> to learn how a Digital Asset Management (DAM) system optimizes the content supply chain to reduce complexity, cost and time to market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5621eb2b elementor-align-left celum-button celum-button--secondary elementor-mobile-align-center elementor-widget elementor-widget-button\" data-id=\"5621eb2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.celum.com\/en\/guide-creating-great-content-experiences-with-dam\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Request now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Discover what brand governance is. Learn why your organisation must utilise brand governance and brand control.<\/p>\n","protected":false},"author":53,"featured_media":40775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[179,86],"tags":[],"post_folder":[],"class_list":["post-40605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","category-content-supply-chain"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.6 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Brand Governance &amp; Why Is It Important - Celum<\/title>\n<meta name=\"description\" content=\"Discover what brand governance is. 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