B-to-B case history, Brand Guardianship on a Global Scale, Godfrey marketing communications

Home > Experience & Capabilities > Case Histories > JLG Industries, Inc.

Brand Guardianship on a Global Scale
JLG Industries, Inc.

Challenge:

Like many companies, JLG Industries, Inc. depended on a Corporate Identity Manual to ensure consistent implementation of its strategic branding and identity standards by all business entities and communicators. As the company's operations achieved global stature, it became increasingly difficult to ensure that everyone followed one brand position and spoke with one voice. The increasing cost of printing and distributing the printed manual became prohibitive. And the task of tracking who had manuals, who received updates, etc., became increasingly time-consuming.

Moving to a .pdf version of the manual would reduce printing and distribution costs, but would not address control and updating challenges. There was also a need to simplify the process of accessing logo files themselves, to make it easier to implement the guidelines.

Godfrey Solution:

We developed a complete Online Brand Center where all aspects of the branding and identity system are available via a web interface to anyone who needs them, anywhere in the world, any time of day or night. This makes it easy for employees as well as channel partners, communications vendors and others to refer to branding guidelines and download files to use in marketing elements.

The online brand center is a strategic resource. It reinforces the brand strategy with themes for writers and standards for photographers and artists.
It includes all of the files, templates and guidelines needed to accurately portray the brand. Contents include strategic background; identity standards and usage rules; files and templates; guidelines for marketing materials, building signage, exhibits, etc.; product branding guidelines; and guidelines for applying branding to merchandise.
Access can be as open or restricted as needed. Usage can be tracked and, if desired, user information can be stored so users can be informed about updates.
To make it easy to print and refer to key sections of the guidelines, pdf versions are still included on the online version.

JLG launched the online brand center with a series of internal meetings. Usage is high and adherence to identity standards has greatly improved. Having logo and other files online saves time for the user and also addresses version control issues. The online center is the central repository for all current versions. Future updates and changes will be easy to make, with no printing and distribution expense or time-consuming recordkeeping. With the increasing fragmentation and decentralization of communications, and the rise of social media, everyone in the organization has access to the key components of the brand strategy.

Read more Case Histories about the successes our clients have had with strategically integrated programs.

	About Us \| Contact Us \| B2B Insights Sign-Up SEARCH Insights Experience Creative B2B Branding Brand Strategy Portfolio What We Do \| Clients & Industries \| Case Histories \| Pyramid Process Briefs \| Blog \| E-News \| Podcasts \| Resources
JLG Industries, Inc. Home > Experience & Capabilities > Case Histories > JLG Industries, Inc. Brand Guardianship on a Global Scale JLG Industries, Inc. Previous \| Next Challenge: Like many companies, JLG Industries, Inc. depended on a Corporate Identity Manual to ensure consistent implementation of its strategic branding and identity standards by all business entities and communicators. As the company's operations achieved global stature, it became increasingly difficult to ensure that everyone followed one brand position and spoke with one voice. The increasing cost of printing and distributing the printed manual became prohibitive. And the task of tracking who had manuals, who received updates, etc., became increasingly time-consuming. Moving to a .pdf version of the manual would reduce printing and distribution costs, but would not address control and updating challenges. There was also a need to simplify the process of accessing logo files themselves, to make it easier to implement the guidelines. Godfrey Solution: We developed a complete Online Brand Center where all aspects of the branding and identity system are available via a web interface to anyone who needs them, anywhere in the world, any time of day or night. This makes it easy for employees as well as channel partners, communications vendors and others to refer to branding guidelines and download files to use in marketing elements. The online brand center is a strategic resource. It reinforces the brand strategy with themes for writers and standards for photographers and artists. It includes all of the files, templates and guidelines needed to accurately portray the brand. Contents include strategic background; identity standards and usage rules; files and templates; guidelines for marketing materials, building signage, exhibits, etc.; product branding guidelines; and guidelines for applying branding to merchandise. Access can be as open or restricted as needed. Usage can be tracked and, if desired, user information can be stored so users can be informed about updates. To make it easy to print and refer to key sections of the guidelines, pdf versions are still included on the online version. JLG launched the online brand center with a series of internal meetings. Usage is high and adherence to identity standards has greatly improved. Having logo and other files online saves time for the user and also addresses version control issues. The online center is the central repository for all current versions. Future updates and changes will be easy to make, with no printing and distribution expense or time-consuming recordkeeping. With the increasing fragmentation and decentralization of communications, and the rise of social media, everyone in the organization has access to the key components of the brand strategy. Read more Case Histories about the successes our clients have had with strategically integrated programs.