Give implementation teams a voice in development
Give colleagues responsible for applying the identity a voice before guidelines and deliverables are settled. An app designer whose company had rebranded was left without the assets she needed to update its existing app, the main part of the brand's customer experience. The company had concentrated on materials useful to marketing because designers had not been involved in developing the brand.
Ask implementation teams what the refreshed identity needs to support in existing customer experiences, and use their answers to shape the required assets. Keeping employees informed is not the same as involving them in decisions that affect their work.
Transform magazine reported in 2025 that Wolff Olins worked closely with Lloyds' design teams to make its refreshed brand flexible across customer touchpoints; the launch accompanied a reimagined customer app and a multi-channel campaign.
Sources: The inside story: why your people shouldn't be just passengers on your brand journey