Magus, a web content engineering company, released findings from recent research, which shows that global companies are incorrectly implementing more than 80% of their own brand guidelines. This is despite these organisations following generally accepted best practice methodologies.
Research on the websites of several major global corporations with a multi-market web presence, found a high degree of divergence from brand guidelines in all areas. Findings include:
• On average, 23% of the web and brand standards identified were being contravened on every page.
• Customers were confronted with up to seven standards errors on every single page.
Three main categories of error were identified;
• Design and presentation level : Highly visible infringements, such as the incorrect use of: company logos, colours, fonts, imagery, and layout.
• Content level : Incorrect use of: headings, title tags, formatting, and of company naming conventions for products, reports and other assets.
• Code level : Broken links, invalid table structures, missing/inappropriate ALT and meta-tags, and deep structural errors in site navigation (in one case, users were linked to an ‘adult’ website instead of a careers portal).
This sentiment is echoed by brand guru Marcel Knobil, Chairperson of Creative & Commercial and founder of Superbrands: “Brand consistency is really important in most areas of marketing and commerce. To me, it’s all about gaining trust. Companies spend millions on their brands, so it stands to reason that they wouldn’t want it fragmented on the web.”