TUSI services | Organization
Brand management system and brand book
A brand management system is the set of rules, documents and processes that keeps a brand consistent after it has been designed. Through brand books, audience research, customer experience models, and brand equity and touchpoint management systems, TUSI helps organizations run their brand themselves.
A brand without a guardian drifts
Over the years, without oversight, Megamotor’s visual identity had drifted, with every element going its own way. It is the story of many organizations: the brand is designed with care, but once it is delivered, no one is responsible for looking after it.
At the Tadbir group, with around 100 subsidiaries, consistency was only possible through brand books and usage guidelines. A brand management system turns that logic from a document into a way of working.
Clear rules
Everyone should know how and where the brand is used.
Clear ownership
Every brand needs an owner and a decision process.
Ongoing measurement
Brand health should be visible and tracked, not only in a crisis.
What we do
Brand book
Documented rules for identity, tone of voice and applications.
Subsidiary guidelines
Brand usage guides for the companies in the group.
Touchpoint management
Identifying and coordinating the brand’s touchpoints with its audiences.
Brand equity management
A system for tracking brand equity and brand health.
Customer experience model (XRM)
Market development and customer experience models that fit the organization.
Brand stewardship and review
Defining responsibilities and an approval process for brand applications.
“Our organizations have paid for the map. They haven’t hired anyone to watch over it yet.”
When you need this
Holding groups and subsidiaries
Each company in the group applies the brand in its own way.
After an identity redesign
The new identity needs to reach teams and suppliers.
Disordered touchpoints
The brand’s look and message change from one channel to the next.
Measuring the brand
You want to track brand health and brand equity.
How we work
Audit
Review touchpoints and how the brand is applied today.
Rules
Write the brand book and guidelines.
System
Define responsibilities, processes and measures.
Handover
Train teams and support the first period of use.
Selected work
Tadbir Economic Development Group
Brand renewal for a holding group with around 100 subsidiaries in energy, telecoms, pharmaceuticals and industry, with a focus on brand architecture and portfolio.
Digital Games Research Institute (DIREC)
Brand concept, touchpoints, an icon set and a brand book for the statistical reference body of Iran’s games industry.
Barakat Foundation
Brand review, a brand book and touchpoint design for an institution present across many regions of Iran.
Frequently asked questions
What is a brand book, and what does it contain?
A document that defines the brand identity and the rules for using it, usually covering the logo, color, typography, imagery, tone of voice and examples of applications.
Which organizations need a brand management system?
Above all holding groups, multi-branch networks and organizations where many teams and suppliers apply the brand.
How can brand equity be managed?
By defining measures that fit the organization and tracking them regularly alongside touchpoint management, so brand decisions rest on data.
How are fees for a brand management system set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the scope of work, the size of the organization, the number of deliverables and the timeline.
Why TUSI for brand management?
TUSI has designed brand books for the Tadbir group, the Digital Games Research Institute (DIREC) and the Barakat Foundation, and knows how brands drift in real organizations.
Related services
Who is the guardian of the brand in your organization?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
