Brand implementation is a process that is designed to increase consumer recognition of various goods and services offered under specific brands. This strategy essentially seeks to market the brand in a manner that is consistent and unified in all markets where the brand is made available. To this end, the approach to brand marketing will involve elements like the product design, the design of product displays at retail outlets, architecture, engineering, and even the process of identifying the most effective means of reaching groups of consumers who are most likely to purchase the product once they become familiar with the brand.
The concept of brand implementation is a relatively new one. In times past, marketing a brand would often involve paying close attention to creating the product itself, the packaging, and a recognizable trademark or logo for the product. However, factors such as display at retail level, or the use of advertising designed by franchisers would often play a role in shaping public recognition of the products. Over time, it became apparent that a more unified approach on the part of the producer would make it easier to build the right reputation for the brand, increase the public’s recognition of the brand, and also provide a little more control on how the brand was marketed in each of the areas where it was sold.
One example of brand implementation has to do with creating a uniform architecture for a retail or food chain that is used by anyone wishing to open a franchise. By making sure that there is a degree of uniformity in the way each store in the chain looks in terms of layout and product, it is possible to achieve a higher level of recognition and trust with the buying public. If consumers know they can reasonably expect that any location connected with the brand will have the same level of quality and range of goods, they are more likely to frequent those establishments when traveling, or when simply in a different part of town.
The scope of brand implementation can involve all sorts of factors. Signage is likely to be uniform from one location to the next. With some businesses, the use of specially designed uniforms that are worn by all employees at all locations also add to the sense of familiarity for consumers. In the case of branded merchandise that is sold through different retail outlets, the maker of the brand may provide a small selection of display tools that are designed to catch the eye of the consumer, and draw them to the products as they shop in different stores.
While brand identity and brand implementation are both components in the overall marketing strategy, each focuses on a different aspect of that strategy. Brand identity has more to do with the actual creation of the branded product, including assuring the quality of that product. Brand implementation is more concerned with building the reputation and recognition of the product, once that identity is established.
