Brand Guideline Compliance Checklist

Ensuring Consistent Brand Representation & In-Store Excellence

Maintaining brand consistency across retail stores is essential to building trust, recognition, and a strong customer experience. Any deviation from brand guidelines—whether in signage, visuals, or staff presentation—can dilute brand identity and impact customer perception. The Brand Guideline Compliance Checklist helps retail teams ensure that brand standards are consistently followed across store appearance, visual merchandising, communication, and execution.

Brand Guideline Compliance Checklist

Store Appearance Impact

1. Is the store exterior clean and aligned with brand standards?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
2. Is store signage displayed correctly and in good condition?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
3. Are brand colours, logos, and fonts used consistently in-store?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
4. Is the store layout aligned with approved brand guidelines?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
5. Are unauthorised materials or displays removed from the store?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________

‍

Visual Merchandising Impact

1. Are product displays executed as per brand VM guidelines?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
2. Are mannequins, props, and fixtures aligned with brand standards?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
3. Are window displays updated as per current brand campaigns?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
4. Are promotional creatives placed in approved locations only?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
5. Is the overall VM presentation neat and clutter-free?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________

‍

Communication & Messaging Impact

1. Are in-store messages aligned with current brand communication?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
2. Are outdated or incorrect brand messages removed?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
3. Are promotional offers communicated as per brand guidelines?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
4. Are price labels and shelf talkers brand-compliant?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
5. Is brand tone and messaging consistent across touchpoints?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________

‍

Staff & Behaviour Impact

1. Are staff wearing approved uniforms as per brand guidelines?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
2. Is staff grooming aligned with brand standards?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
3. Are staff trained on brand values and guidelines?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
4. Do staff interactions reflect brand tone and values?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
5. Are brand service standards followed consistently?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________

‍

Compliance & Review Impact

1. Is brand compliance reviewed regularly at store level?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
2. Are deviations from brand guidelines documented?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
3. Are corrective actions taken for non-compliance?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
4. Are repeat compliance issues escalated to management?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________
5. Is brand compliance checked during audits or store visits?
      ☐ Yes
      ☐ No
      If No, Reason: _____________________________________________________________