What is Brand Sprawl?

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What's Inside

Although the term may be relatively new, the concept has been plaguing businesses for decades. As content creation has become easier and more democratized, it can become more difficult for Brand Managers to reign in all the variations of approved assets floating around out there. Here is what you'll learn in this white paper:

The Definition of Brand Sprawl

Brand sprawl is the messy, uncontrolled spread of unapproved branded materials by both internal and external parties that occurs naturally as a business grows.

Symptoms of Brand Sprawl

We’ve seen countless examples of how brand sprawl presents itself within a business and we'll share those with you here.

The Impact of Brand Sprawl

The impact of brand sprawl can be significant. According to one study, presenting a brand consistently across platforms can increase revenue by up to 23%.

Causes of Brand Sprawl

Brand sprawl is a growing pain for a business. Believe it or not, it’s actually a good problem to have. It means that your business has been successful enough to grow and sustain itself over time.

Potential Solutions to Brand Sprawl

Although brand sprawl can't truly be stopped, there are several ways to mitigates its effect on your business. These solutions range from comprehensive and expensive to simple and easily implemented.

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