"In many organizations, the marketing department is responsible for developing and maintaining a strong brand identity, and by extension, the experience external parties have with that brand. But delivering a great brand experience doesn't rest squarely on the marketing team's shoulders-every department is responsible for upholding a consistent image across every customer touchpoint, but they may not always know the best ways to do that."
"Marketing leads by setting the play and making it easy! When updates happen, we share the news and explain the "why." We give every team clear, accessible tools and language. One easy voice rule is to write like you talk. Don't get fluffy. Say "use," not "utilize." Teams now catch themselves slipping into "corporate-speak overload," laugh at themselves and fix it fast! - Dee Blohm, Anteriad"
"The marketing team needs to curate a brand guidelines document that is accessible and available to all relevant teams. This helps ensure consistency in the brand experience through visuals like fonts and colors, but it can also provide specific messaging points. Furthermore, a good partnership and relationship between marketing and other functions is crucial. Trust and support go a long way. - Lyndsi Stevens, Celerium"
Marketing commonly owns brand identity and external experience, but all departments share responsibility for delivering a consistent brand across customer touchpoints. Marketing leaders must equip tech, product, sales and other teams with unified, accessible guidelines and tools. Practical measures include setting clear playbooks, using plain conversational voice rules, and communicating the rationale behind updates. Curated brand guidelines should cover visuals such as fonts and colors as well as specific messaging points, and should be available to all relevant teams. A federated model that decentralizes creation while keeping centralized review balances speed with consistency. Trust and partnership between marketing and other functions support adherence.
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