Merkevarepolicy

Merkevarepolicy, or brand policy, is a formal framework that governs how an organization's brand is represented across all communications and touchpoints. It exists to ensure consistency, protect brand assets, and support efficient decision making by outlining approved identities, messaging, and behavior for internal teams and external partners.

The policy typically covers elements such as logo usage, color palette, typography, imagery and photography style, editorial tone and voice, messaging pillars, and guidelines for digital channels, print materials, packaging, and signage. It may also include rules for co-branding, endorsements, sponsorships, licensing and trademark protections, accessibility considerations, and copyright compliance. The policy is usually supported by a brand asset repository, templates, and examples of correct and incorrect usage.

A designated owner, often a brand manager or marketing director, is responsible for maintaining the policy, managing approvals, and coordinating training. An explicit governance and approval workflow helps ensure adherence across departments and with external agencies, suppliers, and partners. The policy is typically updated periodically to reflect changes in strategy, market conditions, or legal requirements.

Merkevarepolicy is distinct from broader branding guidance: it sits at the intersection of brand strategy, brand governance, and intellectual property protection. The benefits include improved consistency and recognition, protection of trademark rights, faster decision-making, and reduced risk of misrepresentation.