Brand Governance: Keep Everyone On-Brand Without Bottlenecks
Brand Governance & Asset Management: leave with concise brand guidelines, an asset-library structure and a RACI-based approval workflow.
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Learn this topic with a mentor
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand governance & asset management matters — the common problem: Outdated logos and off-brand templates circulate because nobody owns brand assets.
- 2Core concepts in plain language: Brand guidelines, identity standards, brand ownership, approval workflows, brand councils, asset libraries
- 3Going further: templates, version control, usage permissions, partner compliance, brand training, brand audits
- 4Framework walkthrough: Keller's Customer-Based Brand Equity Model, Aaker's Brand Equity Model, RACI
- 5Practical workflow, built live: Concise brand guidelines, an asset-library structure and a RACI-based approval workflow.
- 6How to measure it: Awareness, Consideration, Preference, Price premium, Guideline compliance
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- Concise brand guidelines, an asset-library structure and a RACI-based approval workflow.
- A working understanding of Keller's Customer-Based Brand Equity Model and Aaker's Brand Equity Model
- A short list of measures to track: Awareness, Consideration, Preference
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