Brand Guidelines Compliance — Insurance Edition
A procedure for ensuring that all marketing materials and communications comply with the organisational brand guidelines, maintaining brand consistency across all touchpoints.
Purpose
To protect and strengthen the brand by ensuring consistent use of brand elements including logo, colours, typography, voice, and messaging across all marketing materials and communications.
Scope
Covers all marketing materials, communications, and touchpoints including digital assets, print materials, presentations, signage, social media, and third-party materials representing the brand.
Prerequisites
- Current and comprehensive brand guidelines document
- Brand asset library with approved logos, templates, and resources
- Brand compliance review checklist
Aligns with ASIC regulatory requirements, General Insurance Code of Practice, and AFSL obligations. Includes audit trail provisions.
Step-by-Step Procedure
Initiate Brand Review
When a new marketing material or communication is created, submit it for brand compliance review before publication or distribution.
- 1.1Submit the material through the brand review request process
- 1.2Include the intended audience, channel, and usage context
- 1.3Attach all files including source files for design materials
Review Visual Brand Elements
Check that visual elements including logo, colours, typography, and imagery comply with the brand guidelines.
- 2.1Verify the logo is used correctly with proper clear space and minimum size
- 2.2Check that brand colours are used accurately with correct colour values
- 2.3Confirm typography follows the approved font families and hierarchy
Review Messaging and Voice
Verify that the written content and messaging align with the brand voice, tone, and key messaging framework.
- 3.1Check that the writing style matches the brand voice guidelines
- 3.2Verify key brand messages and positioning statements are accurately represented
- 3.3Ensure legal disclaimers and required statements are included where applicable
Provide Feedback
If the material does not comply, provide specific feedback detailing the required changes with reference to the brand guidelines.
- 4.1Document specific compliance issues with guideline references
- 4.2Provide clear instructions on the required changes
- 4.3Return the material to the creator with a compliance status
- Reference specific sections of the brand guidelines to help the creator understand requirements
Approve Compliant Materials
Once the material meets all brand guidelines, approve it for production, publication, or distribution.
- 5.1Confirm all identified issues have been resolved
- 5.2Mark the material as brand-approved in the review system
- 5.3Notify the creator that the material is approved for use
Conduct Periodic Brand Audits
Regularly audit existing materials and communications in use to verify ongoing brand compliance.
- 6.1Schedule periodic audits of published materials across all channels
- 6.2Review a sample of in-use materials against the brand guidelines
- 6.3Identify and address any compliance gaps found during the audit
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of materials that pass brand review on the first submission, indicating team understanding of brand standards.
Average compliance score from periodic brand audits across all channels.
Frequently Asked Questions
What if I need to deviate from the brand guidelines?
Any deviations must be approved by the brand manager. Submit a deviation request explaining the reason and proposed alternative. Unapproved deviations are not permitted.
Where can I find the current brand guidelines?
The brand guidelines are available in the brand asset library on the company intranet. Always use the version posted there as it is the most current approved version.
Do all materials need brand review?
Yes. All externally facing materials should be reviewed for brand compliance. Internal materials using approved templates may be exempt from formal review but should still follow the guidelines.
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