Managing Your Brand: Appoint an Identity Czar
No, we’re not talking about a police state or identity theft.
An Identity Czar, also known as the Identity Police or the Branding Guru is the go-to person in your organization who can assess whether any communications material conforms to the brand standards. The Identity Czar is, essentially, the keeper of the brand.
Brands can deteriorate over time if they are not maintained. Just like a mission can drift, so can a brand. It may seem refreshing to send out a fundraising appeal that departs from the brand standards. But too many variations add up to a fractured identity, and a confusing client or donor experience. If nobody is keeping an eye on the message and tone of the materials you send out, it becomes difficult to be unified.
The role of the Identity Czar is to ensure that the brand is accurately represented across mediums. This is especially critical in situations where an outside design firm develops the brand and the organization employs freelancers for ongoing work. An Identity Guide is an excellent reference, but it can’t cover every possible branding circumstance. This is why it is so helpful to have a single person in charge of interpreting the Guide.
This person doesn’t have to be a designer. She also doesn’t need to be called the Identity Czar. (Branding Ninja, anyone?) Often, the Director of Marketing, Communications or Development takes this role. Sometimes it is the Executive Director. Anyone who participated in the branding process and is familiar with the intimate details such as tone, message and persona can do this job. If you’re working with an outside design firm, they can teach you to learn what to look for.
Giving one person this responsibility makes it easier to keep an eye on the variety of materials being produced. It is important that the person is officially appointed so that their role is not questioned. The Czar is not creating the brand. The Czar’s role is simply to enforce what the entire communications team has already agreed upon.
After investing time and money into developing your organization’s brand, appointing a brand czar will help maintain the consistency (and therefore trust) that you’ve put so much work into developing.