Strategy 4: Communicate guidelines and contingency plans.
There may have been a time when it made sense for you to review every picture, caption, newsletter banner and GIF. Odds are, that time has passed — but you’re doing it anyway. Building trust in and empowering your team members is the only way you can stop sweating the small stuff and get back to thinking about brand strategy again.
There are multiple ways to help your team take a proactive role in fostering a reliable brand identity. Start with sending an internal newsletter — or simply a weekly email — to ensure easy access to new guidance and resources. Consider following up with a weekly meeting, either through video conference or in person, where you can answer questions and highlight standout examples of branding from the previous week. And to keep principles of good branding top of mind, create a channel where team members can share outside inspiration.
However you decide to enlist your team members as co-creators and enforcers of your brand’s identity, make sure that you include guidance on what to do when a customer experience fails to live up to the standards that you’ve set together. The same goes for any agencies or freelancers involved in creating content for your brand. All contributors need to know who to report issues to, and what they can personally do to help resolve them. In the end, they will be grateful for the guidance — and you’ll benefit from not having to micromanage every step.