# What is Brand Execution?

Write once. Brand everywhere.

Stop drifting. Start executing.

## The Problem: Brand Drift 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. Brand Drift 1 company with different touchpoints for emails, invoices, and payment providers One company – three touchpoints EMAIL INVOICE PAYMENT PROVIDER Old colors Different logo version Inconsistent fonts
Impact What customers perceive Trust low Recognition weak This is **Brand Drift** – the creeping inconsistency that happens to every company. ## What it costs
$190M
BP
Rebranding 2000
$45M
Tropicana
$25M Redesign + $20M Loss
$55M
MetaX
Startup sues Facebook/Meta
Sources: DesignRush, The Branding Journal
David vs. Goliath: MetaX vs. Meta
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 Solution: Brand Execution 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. From Chaos to Coherence Different phases Synchronized · Coherent · Impactful 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. Brand Execution source O W Id One source. All tools synchronized. ### What could the companies mentioned above have saved with Brand Execution? Estimated rollout costs with Brand Execution $138M ~$24M BP 2000 $28M ~$5M Tropicana 2009 $55M ~$5M MetaX 2021 Actual costs With Brand Execution ## Live Demo: Try it yourself Change the company name – and watch how **all touchpoints** update simultaneously.
Central Source

All touchpoints update automatically

Eva's Email 
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Eva Reschreiter Buero Lightwaves LP eva@lightwaves.io lightwaves.io Vienna, AT
Christoph's Email 
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Christoph Kranebitter Buero Lightwaves LP christoph@lightwaves.io lightwaves.io Vienna, AT
Invoice Footer
Buero Lightwaves KG Sample Street 12/3 1010 Vienna
VAT • ATU00000000 Reg • 000000 x Court • Vienna
Bank • Sample Bank IBAN • AT00 0000 0000 0000 0000 BIC • XXXXATWWXXX
--- ## The Three Concepts
Brand Drift
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.
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Coming 2026
ein·heit
Brand Execution for teams that ship.
Stay in the loop →
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We're working on something. Something we believe is big brand: einheit · sync: all · config.yml · execute: always · one_source: true ·
One config to rule them all.
. With that in mind: Stay in the loop. And in phase.Cheers from Lightwaves.