You have brand guidelines. Somewhere there’s a PDF. Maybe a Notion document. Maybe even a Figma with all the assets.
And yet: Old logo on the invoice. Wrong colors in the signature. Forgotten payment page. The newsletter looks different from the website. The transactional emails haven’t been updated since the last rebranding.
This is Brand Drift – the creeping inconsistency that happens to every company.
In 2021, the 12-year-old startup MetaX sued tech giant Facebook when they rebranded to "Meta". MetaX had already registered a trademark for VR/AR technologies in 2020. The startup demanded $55 million in damages – a legal battle few startups can afford.
The principle behind Brand Execution is coherence – like a laser. Regular light radiates in all directions, with different wavelengths and phases. A laser, however: All waves are synchronized.
It’s the same with brands: Without central control, every touchpoint drifts in its own direction. With Brand Execution, you bring them all into phase.
What could the companies mentioned above have saved with Brand Execution?
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The creeping inconsistency of a brand across different touchpoints. Without central control, every channel drifts in its own direction. Brand Drift happens to every company that only documents its brand.
Brand Coherence
The state where all brand touchpoints are synchronized – like a laser whose waves oscillate in phase. Brand Coherence doesn't come from documentation, but from automation.
Brand Execution
The automatic implementation of brand identity across all touchpoints. One change at the source, immediate effect everywhere. That's the difference between guidelines and reality.
