The Ultimate Brand Management Checklist

by ,

Brand management checklist

As a marketer, you know firsthand how important it is for your potential and existing customers to feel good about your brand. If your images are fuzzy, your emails riddled with typos, and your messages contradictory, you are not exactly painting a picture of trust, authority, and excellence. But, with so much to juggle, how can you ensure that every single piece of content you touch is on-brand?

Well, for starters, you need a checklist.

While an internal approval and cross-checking process is critical, having a comprehensive checklist, like the below, can also help you guard against embarrassing and brand-damaging content blunders. Just remember to keep your checklist top-of-mind by posting a copy at your workstation and incorporating it in your brand style guide.


Design elements

Using your brand’s approved colors, logos, and fonts consistently and correctly is a fast and easy way to present a unified front. These are the hard-working visuals that personify who you are as a brand - the personality of your people, products, and culture - so take care to get them right.

Colors are:

  • From an approved color and color combination palette.
  • Used tastefully, and do not overwhelm, distract, or detract from the impact of communications.
  • Optimized for medium (typically use RGB for digital and PMS for print).

Logos are:

  • True to original form (color, scale, and orientation).
  • Visible and legible against backgrounds.
  • Correct size for space, with adequate clearance around logo and tagline.
  • Placed in the right location for the type of content (i.g., bottom left corner for slide presentations).
  • Optimized for medium (typically use RGB for digital and PMS for print).
  • Compliant with registered trademark guidelines.
  • Optimal file format for medium (typically reserve EPS for master files and graphic or print designs, and JPG or PNG for when load time matters).

Fonts are:

  • True to original form, without added type effects (drop shadow, outline, texture).
  • Used correctly, at approved point sizes, across headlines, subheads, secondary heads, and body copy.
  • Optimized for medium (web vs. print).

Stylistic elements

Your communication style, whether visual, written or verbal, is the lifeblood of your brand. The way you communicate, your music and voice-over choices, the photography you select, and even the ebb and flow of your words, tell your audience at every twist and turn, who you are as a brand. Take your time to enunciate this clearly and thoughtfully.

Visuals are:

  • Tasteful, and do not overwhelm, distract, obstruct other components, or detract from the impact of communications.
  • Relevant, interesting, and evoke intended feelings.
  • Approved for use from in-house image collection or digital asset management (DAM) platform.
  • Only used from outside sources if legally licensed and approved for purchase.

Written or audio components are:

  • In active, not passive voice.
  • Actionable and include practical advice.
  • Concise, using the least amount of words required to convey meaning.
  • Simple and direct, but still use interesting and powerful words.
  • Void of jargon and buzzwords.
  • In your brand’s voice and intended tone.
  • Customer-centric, not self-serving.
  • Free from typos, grammatical errors, and inaccurate information.
  • Addressing the needs of your target audience.
  • Using approved boilerplate copy, if applicable.
  • Scannable, using quotes, graphics, and bullets to break up text blocks.

Brand-essence elements

At the heart of your brand is the mission, vision, and promise that you make to your customers and the guiding light that defines the purpose and direction of your company. Although it is more subjective to measure, your content must support what it means to be uniquely you.

As a whole, content should align with your brand’s:

  • Mission - does not contradict the core purpose of your company.
  • Vision - uses language that is consistent with your aspirations.
  • Values - supports your foundational motivators and most treasured principles.
  • Promise - always lives up to your customer pledge.
  • Traits - are unique, different from competitors, and personality-packed.

Ready for the next level?

Brand management takes work, especially when multiple people and teams are involved in the creation, management, and distribution of your content. A do-it-yourself checklist is a great place to start; but coupled with a powerful digital asset management (DAM) solution, you can dynamically change the way you and your entire organization protects, manages and improves your brand every step of the way. For more information on our brand management solution, The Widen Collective, contact a Widen advisor today!

Topics: Brand management

comments powered by Disqus

The Widen Blog

Where marketing and creative teams find actionable advice, practical resources, and success stories to flourish in a world connected by content.

Like what you're reading?

We can send you our best articles.

Creative Harmony Guide

The Content Wrangler's Guide to Creative Harmony

Read this guide to help you elevate your brand with better file organization, sharing, and analytics in order to keep your content and your sanity in check.

Get the free guide


Video Guide

A Marketer's Guide to the Video Galaxy

This guide will explain how the right tools, and optimizing your video workflow can have a serious impact on internal cost savings, and increased sales.

Get the guide


Brand Guide

How to Make Youe Brand a Pillar of Strength

The simple strategies in this guide will help you tackle brand management successfully, one step at a time.

Get the guide


Are you ready for a DAM solution of your own? Get Started