This week's Marketing Matters Live radio program featured Stephanie Kusibab, channel manager of strategic accounts at GBC. The topic was how to use brand compliance to help tighten up and strengthen a company's messaging platform.

While the topic wasn't anything revolutionary, what I found most interesting was her definition of compliance...not confusing the customer at the point of interaction. Going into the show I was a bit predisposed to the topic thinking of compliance in terms of rules and regulations -- somehow ending up as a brand nazi -- something that marketers don't need to deal with as our plates are already full.

I have to admit I found the interview a bit convicting. Although I knew all the reasons why I need a brand compliance program for my company, it was a nice reminder to actually make it. Stephanie offered a no nonsense approach...1) Find out what you know, and what you don't about your brand including what are the personal and non-personal interaction points. 2) Create your brand guide that lists out how logos are to be used, what words are used to describe your brand (and what they mean), any pictures used to illustrate your brand, and at the deepest level, what is your company's brand promise and messaging. Then, 4) communicte it just like you would a great external campaign -- except that this one is internal.

Simple but good advice from a binding company that has seen the best and worst of what we marketers can do.