BRAND GOVERNANCE
BRAND MANAGEMENT Production/Approval Process for design projects requested All projects must be requested a minimum of 3 weeks prior to deadline. When requesting a project for design, provide GSL code and budget for project in the initial email. Brand governance outlines the policies and procedures for maintaining the integrity and consistency of our brand. It details the roles and responsibilities of those involved in managing and protecting our brand assets, including oversight of brand usage and adherence to guidelines. This section ensures that all brand-related activities are aligned with our strategic objectives and organizational values, helping to preserve the strength and coherence of our brand identity across all touchpoints.
Initial Draft Review • Preparation: The Marketing and Communications team prepares the initial draft of the marketing materials, incorporating all necessary elements including Visual Identity, Brand Voice and Messaging, Application and Usage, and Brand Governance. • Internal Review: The draft is circulated among key stakeholders within the Marketing and Communications team for initial feedback and revisions. Stakeholder Feedback • Distribution: The revised draft is shared with a broader group of stakeholders, including senior leadership, department heads, and any other relevant teams. • Feedback Collection: Stakeholders review the draft and provide feedback within a specified timeframe (e.g., two weeks). Feedback should be consolidated and categorized for clarity. Revision and Refinement • Integration: The Marketing and Communications team reviews the feedback, makes necessary revisions, and updates the draft accordingly. • Second Review: The updated draft is circulated again for a final round of feedback from the initial group of stakeholders.
Final Approval • Executive Review: The final draft, incorporating all feedback and revisions, is submitted to the Executive Leadership for final approval. • Approval Meeting: A meeting is held with the Executive Leadership to review and discuss the final draft. Any last-minute changes or approvals are addressed at this stage. Publication and Implementation • Release: Upon receiving final approval, the design project is formally printed/published and distributed to all relevant parties. • Training: The Marketing and Communications team provides training or briefing sessions to ensure all team members and stakeholders understand and adhere to the guidelines. Ongoing Review and Updates • Periodic Review: The Branding Guide is reviewed and updated as needed to ensure it remains current and relevant. • Update Process: Any proposed updates are processed through the same approval steps, ensuring continued alignment with organizational goals and brand integrity.
24 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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