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Managing Brand Assets | Part Two

The first step in managing brand assets is deployment. There are three key initiatives that require careful attention. Communicating with employees about the new brand identity is the first initiative and highest priority. This is also called the internal launch. The second initiative is the creation of standards and guidelines to ensure that all future applications will adhere to the original vision and intention of the program. The third initiative is to launch the new brand identity externally to key stakeholders.

Two other priorities include creating accountability—identifying those people who champion the brand, developing a checks-and balances method to audit progress.

The brand is a living animate object. As a result, you need to constantly monitor it and make certain that it continues to be differentiated and relevant to its constituencies.