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Brand Governance Manual

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Overview

The Brand Governance Manual establishes the framework for maintaining brand integrity and consistency across all MOOD MNKY touchpoints. It defines roles, responsibilities, processes, and standards for brand management to ensure our unique identity remains cohesive as we grow.

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Core Governance Framework

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Brand Guardianship Structure

• Brand Council: Cross-functional leadership team responsible for strategic brand decisions
• Brand Operations Team: Day-to-day implementation and monitoring of brand standards
• Brand Ambassadors: Representatives across departments trained in brand principles
• External Partners: Guidelines for agencies and collaborators

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Decision-Making Process

• Review Hierarchy: Clear escalation paths for brand-related decisions
• Approval Workflows: Standardized processes for new initiatives and content
• Documentation Requirements: Required artifacts for brand evolution
• Exception Handling: Protocol for temporary or permanent exceptions

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Standards Management

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Standard Types

• Visual Identity Standards: Logo usage, color application, typography, imagery
• Voice and Messaging Standards: Tone, terminology, storytelling approach
• Experience Standards: Customer interaction guidelines, service protocols
• Product Identity Standards: How brand manifests in physical and digital products

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Version Control

• Standard Versioning: How updates to standards are tracked and communicated
• Transition Management: Processes for implementing significant brand changes
• Legacy Management: How to handle outdated branded materials

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Monitoring and Compliance

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Audit Procedures

• Regular Brand Audits: Schedule and methodology
• Market Presence Reviews: Evaluation of brand in marketplace
• Internal Compliance Checks: Processes for ensuring adherence

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Feedback Systems

• Customer Perception Tracking: Methods for gathering brand perception data
• Internal Feedback Channels: How team members report brand inconsistencies
• Reporting Structure: Regular brand health reporting

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Brand Evolution Management

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Adaptation Process

• Triggers for Change: Indicators that brand elements need evolution
• Exploration Framework: Structured approach to brand innovation
• Testing Methodology: How potential changes are evaluated
• Implementation Planning: Rollout strategies for brand updates

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Documentation Requirements

• Change Rationale: Required justification for modifications
• Impact Assessment: Evaluation of change implications
• Transition Timeline: Structured approach to implementing changes

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Implementation Tools

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Resources and Templates

• Brand Asset Management: Digital asset management system guidelines
• Templates and Tools: Approved creation and review tools
• Training Materials: Onboarding and continuous education resources

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Enforcement Mechanisms

• Compliance Incentives: Recognition for brand stewardship
• Correction Processes: Steps for addressing brand inconsistencies
• Escalation Path: How to report and resolve significant violations

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Future Developments

The next iteration of this manual will include:

• Detailed audit checklists and schedules
• Case studies of successful brand governance
• Expanded templates and approval workflows
• Integration with agent-specific brand management