Let's think the other way round: Develop brand transformation from the end.
Brand implementation refers to the process of introducing a (modified or new) brand image - within the company itself and on the market. The aim is to consistently roll out and apply the previously defined brand strategy and the newly developed brand image in all areas - be it in advertising, on websites, in product design, in corporate communications or in internal measures. Defining the goals and potential complications of a brand implementation should always be part of a brand strategy process and should take place before corporate design or media development. After all, whether a new brand orientation, both in terms of content and form, is experienced positively by all target groups depends largely on the brand implementation process.
Arguments for the budget.
If a company or institution decides to go through the process of updating its brand, the subsequent implementation is still often enough ignored both mentally and financially. Of course, the development of strategic foundations and a new corporate design is a feat of strength that ties up internal resources and requires budgets that have to be made available outside of the series. And that is why it is often said that "we will take care of the implementation once the design is in place". As understandable as this may seem, it is precisely the reversal of this way of thinking that creates the necessary acceptance for the required budgets and resources within the company - especially at management level. Acceptance for the resources that a new brand identity requires and that bring an updated corporate design to the market. Because if we think strategically about implementation before the design process, possibilities and opportunities arise to think holistically about a future design system, simplify design systems, consolidate media, adapt manageability and handling to the requirements of the company and the marketing and communications department and make the subsequent "operation of the brand" more efficient than before. This is just as true for medium-sized companies as it is for large corporations. In concrete terms, this means that in the medium term, budgets can be saved in the management of the brand, which in the best case can benefit marketing elsewhere. The magic of long-term, efficient and successful brand management therefore (also) lies at the very beginning.
