The corruption of brands due to misuse by people who do not fully understand usage rules or appropriate versions is a challenge many companies face. A well-constructed brand is a valuable asset that reflects a company’s identity and values. When that brand is improperly handled, the results can be harmful to the business.
Often, brand misuse occurs due to a lack of awareness about its importance or a lack of knowledge about its guidelines. People who do not have access to the correct versions or who are not qualified to use specific graphic elements may inadvertently distort the brand’s image.
This type of corruption can have several negative consequences. First, it affects consistency, which is essential for building strong recognition. If the brand appears inconsistently across different contexts, it can create confusion for consumers and weaken trust.
Additionally, poor handling of brand assets can damage the credibility and perception of the company. When a brand is distorted or used inappropriately, it can make the company appear disorganized, unprofessional, or careless. Here are some common mistakes in brand management:
Hiring production-related vendors, such as printing companies, to perform design services;
Focusing solely on cost and choosing service providers with limited technical skill and little aesthetic sensitivity;
Using brand elements chaotically on social media, driven by an aggressive marketing approach aimed at gaining followers;
Using basic apps and off-the-shelf solutions that do not align with the brand’s purpose and values;
In short, the corruption of a brand due to improper use by individuals unfamiliar with its rules and appropriate formats harms the company’s image. Education, guidance, and effective control are essential to protect brand integrity and maintain strength and consistency over time. Always seek to have a brand manager within your company and cultivate a close relationship with the design studio responsible for developing your brand. This helps clarify questions and allows you to request new versions or applications as needed.
Likewise, it is essential to provide clear guidance and training to employees, partners, and anyone with access to the brand. This may include creating detailed guidelines, supplying branded assets in various formats and colors, and educating stakeholders on the importance of consistency and proper use.
Maintaining tight control over how the brand is used, and by whom, is critical to the health of your business.
