Prior to roll out: development
The development of a new brand identity usually begins with the design of its building blocks, such as logos, colours and style elements. The translation of this new brand identity into applications such as print, online and signage and wayfinding then follows and includes engineering and the production of samples and prototypes. This process often falls under the responsibility of a central department such as Brand Management, Marketing or Communications.
When this process is completed and the ‘menu’ of new signage and wayfinding products is ready, the question arises as to how to proceed next. Will all countries take care of production and installation themselves? Should purchasing of the products be done centrally to ensure consistency and economies of scale? Will such benefits outweigh the cost of shipping the products? Questions like these should be considered and answered at an early stage of the process.
The answers to the above questions largely depend on the following decision: when is the moment that the central project coordination needs to shift to local coordination? In one scenario this is done as soon as possible, in the other as late as it can. In either case, the first steps, such as design, technical development and prototyping, are done at a central level.
Scenario 1 – Local focus
In this scenario, applied designs, technical specifications and requirements will be made available to all country organisations, after which they are free to manage the process of purchasing, manufacturing and local installation.