Really important I think!
Look at some of the major brands in the world and how they utilise and protect there brands. After a period of time really high profile brands start to drop the slogans and just concentrate on the actual brand and it becomes like a stamp on everything they present to the world….apparel, stationery, motor vehicle wraps etc.
Major companies really do it well and a really effective method for utilisation is a really extensive style guide.
Years ago I was working for a corporate apparel company specialising in corporate neck ties and scarves. One of my clients I was selling to had a contract with a major Telco to supply corporate apparel. We designed and produced a range of neck ties with the Telcos corporate logo.
I remember each time I presented a sample my client would get out his ruler and measure the actual logo on the tie to check whether the actual size was 100% accurate. If it wasn’t I would have to go back to the drawing board and start again.
Although sometimes I would feel like pulling my hair out with frustration i started to understand that the regulations within the style guide were actually protecting the integrity of the brand
Have a great day in Marketing
Cheers
Pete