You want it to be consistent throughout the entire company. After time, money and effort being spent on building a brand strategy and innovating the perfect look, you need the right tools for implementation. Your company, like a brand implementation company, have resources and tools to tackle your specific market. Brand implementation companies were born out of a demand for not blowing it with your sub par under equipped attempt at introducing you brands esthetics and philosophy.
The larger your company the more it becomes apparent that managing a brand for consistency of the brands appearance just isn’t going to be an easy task with out a goodly amount or resource allocation to stay on top of. If you are a company that is embedded in markets throughout a nation, you need the efficiency of an outsource brand management firm. They allow you to check the current status of every asset in your entire enterprise for compliance. The kind of centralized management supervision you can only wish you could use for all disciplines in your operation.
Consistency really helps customers recognize the brand. It could be a label on a product, business cards or a website, but making sure they all have uniformity gives the user confidence. The guidelines for your brand should be a simple constant practice until new guidelines or rebranding.
I am willing to bet your company is not equipped to implement or sustain your brand as it was so carefully crafted to be. You probably are not going to have a full time department to be on call for when these brand issues arise, that’s when your brands image suffers.