Brand governance sounds like a constraint. In practice, it’s the system that lets brands move faster without breaking things. When every team member, every tool, and every AI-generated asset operates within clear boundaries, execution speed increases.
What governance actually controls
- Visual identity: logos, colors, typography, imagery style
- Messaging: tone, claims, terminology, prohibited language
- Targeting: audience definitions, exclusions, frequency caps
- Budget: spend limits, approval workflows, escalation triggers
Governance as enablement
The best governance systems are invisible to end users. They don’t slow down creative production — they prevent the mistakes that cause expensive corrections later. A governed system means a junior marketer can launch a campaign with the same brand fidelity as the CMO.