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Brand Consistency Benchmark Report

A fundamental principle of growing a brand’s influence is to ensure that it is consistently presented in all the ways and places that it appears. For this reason, many organizations zealously guard their brand and its image, developing precise standards for rendering it, restricting how it is used and even taking legal action against abuse of the brand. When brand standards aren’t enforced, damage to the brand can occur, causing a loss of brand equity. It is very wise, therefore, to take such precautions when managing the brand. Demand Metric, in partnership with Lucidpress, wanted to take the beliefs about the impact and value of brand consistency and explore them more deeply. Using a survey, organizations were asked to rate their consistency of their brand in all the places it appears. A number of other brand characteristics were also measured with a goal of understanding the current state of brand consistency, and to measure the impact when that consistency is poor. This report shares the data and analysis from this research effort, providing insights how important maintaining brand consistency really is.

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Brand Consistency Benchmark Report

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  1. Brand Consistency Benchmark Report 3 4 Introduction Executive Summary 6 11 30 31 Brand Status Role and Use (Abuse) of the Brand Acknowledgements Appendix: Survey Background Table of Contents Branding Guidelines16 © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 2 24 The Impact of Inconsistent Brand Presentation Analyst Bottom Line28 The Impact of Brand Consistency Benchmark Report – October 2016

  2. INTRODUCTION A fundamental principle of growing a brand’s influence is to ensure that it is consistently presented in all the ways and places that it appears. For this reason, many organizations zealously guard their brand and its image, developing precise standards for rendering it, restricting how it is used and even taking legal action against abuse of the brand. When brand standards aren’t enforced, damage to the brand can occur, causing a loss of brand equity. It is very wise, therefore, to take such precautions when managing the brand. Demand Metric, in partnership with Lucidpress, wanted to take the beliefs about the impact and value of brand consistency and explore them more deeply. Using a survey, organizations were asked to rate their consistency of their brand in all the places it appears. A number of other brand characteristics were also measured with a goal of understanding the current state of brand consistency, and to measure the impact when that consistency is poor. This report shares the data and analysis from this research effort, providing insights how important maintaining brand consistency really is. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3The Impact of Brand Consistency Benchmark Report – October 2016 INTRODUCTION A fundamental principle of growing a brand’s influence is to ensure that it is consistently presented in all the ways and places that it appears. For this reason, many organizations zealously guard their brand and its image, developing precise standards for rendering it, restricting how it is used and even taking legal action against abuse of the brand. When brand standards aren’t enforced, damage to the brand can occur, causing a loss of brand equity. It is very wise, therefore, to take such precautions when managing the brand. Demand Metric, in partnership with Lucidpress, wanted to take the beliefs about the impact and value of brand consistency and explore them more deeply. Using a survey, organizations were asked to rate their consistency of their brand in all the places it appears. A number of other brand characteristics were also measured with a goal of understanding the current state of brand consistency, and to measure the impact when that consistency is poor. This report shares the data and analysis from this research effort, providing insights how important maintaining brand consistency really is. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 3The Impact of Brand Consistency Benchmark Report – October 2016

  3. EXECUTIVE SUMMARY This study’s participants were primarily B2B or mixed B2B/B2C organizations, almost two-thirds of which report revenue growth during the past fiscal year. The respondents come from a diverse set of industries, with the largest segment coming from the technology hardware or software sector. Just over 40 percent of the study participants come from companies with less than $10 million in annual revenue, while almost 20 percent are with firms reporting revenues of $500 million or more. The analysis of this study’s data provides these key findings: !  Less than 10 percent of the study’s participants report that their brand presentation is very consistent. !  Study participants whose brands are consistently presented are three to four times more likely to enjoy excellent brand visibility than those with inconsistent brand presentation. !  Almost 90 percent of study participants agree that it is important to present their brands consistently in all the places people might encounter them, but less than half are doing so. !  The CMO or other corporate marketing executive has primary brand management responsibility for 42 percent of organizations in the study. !  Almost all organizations have branding guidelines (95 percent), but only one- fourth have formal guidelines that are consistently enforced. !  Over 60 percent of organizations in the study report that materials are always, often or sometimes created that don’t conform to brand guidelines. !  Almost half of study participants report that it takes one week or more to fulfill requests for new or customized branded materials. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4The Impact of Brand Consistency Benchmark Report – October 2016 EXECUTIVE SUMMARY This study’s participants were primarily B2B or mixed B2B/B2C organizations, almost two-thirds of which report revenue growth during the past fiscal year. The respondents come from a diverse set of industries, with the largest segment coming from the technology hardware or software sector. Just over 40 percent of the study participants come from companies with less than $10 million in annual revenue, while almost 20 percent are with firms reporting revenues of $500 million or more. The analysis of this study’s data provides these key findings: !  Less than 10 percent of the study’s participants report that their brand presentation is very consistent. !  Study participants whose brands are consistently presented are three to four times more likely to enjoy excellent brand visibility than those with inconsistent brand presentation. !  Almost 90 percent of study participants agree that it is important to present their brands consistently in all the places people might encounter them, but less than half are doing so. !  The CMO or other corporate marketing executive has primary brand management responsibility for 42 percent of organizations in the study. !  Almost all organizations have branding guidelines (95 percent), but only one- fourth have formal guidelines that are consistently enforced. !  Over 60 percent of organizations in the study report that materials are always, often or sometimes created that don’t conform to brand guidelines. !  Almost half of study participants report that it takes one week or more to fulfill requests for new or customized branded materials. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 4The Impact of Brand Consistency Benchmark Report – October 2016

  4. !  The greatest negative impact of inconsistent brand usage is the creation of confusion in the market, reported by 71 percent of study participants. !  The average revenue increase attributed to always presenting the brand consistently, estimated by those organizations with brand consistency issues, is 23 percent. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY The Impact of Brand Consistency Benchmark Report – October 2016 !  The greatest negative impact of inconsistent brand usage is the creation of confusion in the market, reported by 71 percent of study participants. !  The average revenue increase attributed to always presenting the brand consistently, estimated by those organizations with brand consistency issues, is 23 percent. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 5 EXECUTIVE SUMMARY The Impact of Brand Consistency Benchmark Report – October 2016

  5. ACKNOWLEDGEMENTS Demand Metric is grateful to Lucidpress for sponsoring this research, and for those who took the time to complete the study survey. About Lucidpress Lucidpress is a design and brand management platform for marketers, trusted by over 2 million users to create and distribute gorgeous branded content with seamless consistency. With its innovative branding features, Lucidpress makes it easy to enforce brand guidelines while empowering teams to develop documents, flyers, brochures, newsletters and more in an intuitive, online editor. Brand assets are easily accessible at any point during the creation process, eliminating the need to track down the latest logo or pile extra work on top of busy graphic designers. Template locking protects critical fonts, styles and content from unwanted changes, but still gives team members the freedom to localize and customize marketing materials on their own. To learn more about Lucidpress, please visit www.lucidpress.com. About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 70,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 30The Impact of Brand Consistency Benchmark Report – October 2016 ACKNOWLEDGEMENTS Demand Metric is grateful to Lucidpress for sponsoring this research, and for those who took the time to complete the study survey. About Lucidpress Lucidpress is a design and brand management platform for marketers, trusted by over 2 million users to create and distribute gorgeous branded content with seamless consistency. With its innovative branding features, Lucidpress makes it easy to enforce brand guidelines while empowering teams to develop documents, flyers, brochures, newsletters and more in an intuitive, online editor. Brand assets are easily accessible at any point during the creation process, eliminating the need to track down the latest logo or pile extra work on top of busy graphic designers. Template locking protects critical fonts, styles and content from unwanted changes, but still gives team members the freedom to localize and customize marketing materials on their own. To learn more about Lucidpress, please visit www.lucidpress.com. About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 70,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 30The Impact of Brand Consistency Benchmark Report – October 2016

  6. APPENDIX: SURVEY BACKGROUND This 2016 Brand Consistency Impact Study survey was administered online during the period of August 8th through September 28th, 2016. During this period, 247 responses were collected, 234 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Primarily B2B 51 percent "  Primarily B2C 19 percent "  Mixed B2B/B2C 30 percent !  Primary role of respondent "  President, CEO or owner 17 percent "  CMO 8 percent "  Corporate Marketing 40 percent "  Field Marketing 3 percent "  Graphic design/production 4 percent "  Sales VP/executive 3 percent "  Other sales role 2 percent "  Other 23 percent !  Annual sales: "  Less than $10 million 41 percent "  $10 to $24 million 18 percent "  $25 to $99 million 14 percent "  $100 to $499 million 10 percent "  $500 to $999 million 3 percent "  $1 billion or more 14 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 31The Impact of Brand Consistency Benchmark Report – October 2016 APPENDIX: SURVEY BACKGROUND This 2016 Brand Consistency Impact Study survey was administered online during the period of August 8th through September 28th, 2016. During this period, 247 responses were collected, 234 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance. Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data: !  Type of organization: "  Primarily B2B 51 percent "  Primarily B2C 19 percent "  Mixed B2B/B2C 30 percent !  Primary role of respondent "  President, CEO or owner 17 percent "  CMO 8 percent "  Corporate Marketing 40 percent "  Field Marketing 3 percent "  Graphic design/production 4 percent "  Sales VP/executive 3 percent "  Other sales role 2 percent "  Other 23 percent !  Annual sales: "  Less than $10 million 41 percent "  $10 to $24 million 18 percent "  $25 to $99 million 14 percent "  $100 to $499 million 10 percent "  $500 to $999 million 3 percent "  $1 billion or more 14 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 31The Impact of Brand Consistency Benchmark Report – October 2016

  7. APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 13 percent "  Slight increase 50 percent "  Flat 24 percent "  Slight decline 9 percent "  Significant decline 4 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 32The Impact of Brand Consistency Benchmark Report – October 2016 APPENDIX: SURVEY BACKGROUND !  Revenue growth environment in most recent fiscal year: "  Significant increase 13 percent "  Slight increase 50 percent "  Flat 24 percent "  Slight decline 9 percent "  Significant decline 4 percent © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 32The Impact of Brand Consistency Benchmark Report – October 2016

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