Preparing implementation strategy is often left at the end of work of building a brand. What is worse it may reveal that during the developing the media identification that economic and time indicatorshave not been taken into consideration. As the effect there can be a need of correcting the projects and delays in starting a brand and image campaign.  

Implementation field
Depending on the company size or the range of brand communication, implementation is conducted in the following fields:
- printing of the company materials, 
- products packagings, 
- marking the vehicles,
- sewing clothes, 
- marking the exterior of buildings 
- architecture of the showcases interiors,
- employees' standards of behaviour. 

Management of implementation
Well planned implementation should be supported by communication with all departments in the company, to establish the budget, dates and logistic aspects. With bigger implementations it is necessary to create an Operating Manual and to use the eletronic information exchange by the extranet platform, that under certain conditions, emplyees, visual designers and contractors have access.

Operating Manuals
Information contained in the Manual norms all the aspects of brand functioning. There are guidenlines for employees how to represent a brand properly and how to present the product. There is information for contractors how to mark the showcases. There is also some information about procedure in emergency situations and a fragment from OHS legislation. Detailed Operating Manuals are created also for franchising comapnies.

Management of identification
Knowledge trainings are provided for the employees to share the knowledge about a change of the identification. Printed materials are very useful, as a mini Operating Manual, which shows the functioning of a brand. For those employees who are responsible for contacts with clients, additional trainigs from standards of behaviour are organized. 

Trainings for standards of behaviour
Trainings are carried out on the basis of developed standards from brand strategy phase. They are supposed to prepare the participants for creating appropriate verbal and written messages and for using effective argumentation consistent with the ethical standards (norms). The value of these trainings is the ability to provide the participants with lots of soft skills, indispensable for keeping standards congruent to the brand functionig environment.  

Control after the implementation
During the implementation phase the company creates a position of brand manager, who takes care of implementation on behalf of the company and controls the quality of brand communication during its development.

Introducing the brand to the market
After ending the implementation phase, the brand is introduced to the market. Image campaign is extremely important for a good start of the brand, because it is the moment when the "first impression effect" works. Consumers can start to perceive a new brand as a rising star or as a one from many similar grey entities on the market. If the rising star from a billboard speaks to them nicely in the showcase, gives a package of greatly designed brochures, they can be assured that they deal with a trustworthy brand. 

The scheme of the implementation process
The scheme shows the outline of the implementation process, which changes the range accordingly to the size of a company.