Design management
A strong brand always lets people know that it's that brand wherever they are. A kind of "feeling at home" for the customer. One of the most complex, yet well-organized areas of a company is design management. This is a particular challenge for global corporations that successfully operate with numerous branches in many countries and cultures, requiring constant scrutiny.
Management also stands for authority. Without a central authority that consistently provides direction, an entire company loses its orientation. Both customers and the workforce benefit from a global, sharpened, and consistently recognizable identity.
Your advantage:
The centralized leadership the design elements of the brand and always keeping everything in view.
Who designs what and why?
In many cases, especially when a company is organized through a holding structure, design agencies located in the target country are commissioned with projects of varying sizes. This ranges from designing a branch to local campaigns, websites, etc. Not every agency has the same style. In one country, 'loud' visual signals may be very successful, while the same campaign may be perceived as incompetent in another country. The advantage of local designers for local projects is their cultural understanding. The respective market segments of the country are successfully activated by this competence. Even some large advertising agencies have their own offices in special strategic locations, which, although belonging to the parent company, operate independently.
Strong brands through brand consistency
A risk is always that design results may be perceived as aesthetic, emotionally high-quality, and relevant, but potentially as a separate product rather than part of the brand. Beauty is not the unique selling proposition of a brand, but its globally consistent appearance. Only through Brand Consistency can a globally professional external impact be achieved.
In practice, this means the globally consistent application of the style guide. Colors, fonts and their sizes, the use of the logo, etc. must follow defined rules.
Design management also means providing support in case of doubt. Thus, a second look can ensure that the brand remains consistent.
Central Brand Asset Management
Through a central brand asset management, you provide local designers with a platform to work creatively, yet consistently with the brand. Among other things, the following areas can be efficiently supplemented:
Photography, illustration, icons, graphic design elements
Templates in which all the specifications described in the style guide are already implemented
Style Guide for download and reference (including updates)
Logo in various variations and file formats
User permissions for upload and download
Upload of the works of local design agencies for review and approval by the central design management
The global brand portfolio of the Sonova | Audiological Care group must ensure harmony within the group in addition to making the local brands successful.
