Creative: Part 1. Keep Your Brand Identity Across Customer Touchpoints

3. Establish the role of a brand zealot. This person would see each piece before it reaches customers and judge if it’s representative of the brand.”Smaller companies do this well, because there’s just one person in charge of everything from catalog mailings to e-mail campaigns. The larger the company, the harder it is to monitor,” says Boyle. Whether it’s a single individual or small committee, a brand zealot should be in charge of maintaining that image, she notes.