Brands should be maintained by all aspects in a company.
Sales, marketing, customer support, and product design should all strive to consistently support the company Brand portfolio.
If a Brand represents environment goals or religious views, then all company departments should follow them.
Brand consistency can be managed by software, training, leadership, and guidelines.
Guidelines are checklists, processes, rules, and forms which guide the staff in their work.
Guidelines should strive to guide staff towards avoiding actions that damage the consistency and therefore Brand Equity.
Guidelines sometimes can be very specific to what needs to be done, but are best in preventing negative actions.
They can be text, diagrams, illustrations, voice or video content.