Brand policing, also known as brand management, refers to the ongoing effort to maintain a consistent and positive image of a brand across all channels and touchpoints. It is a critical aspect of brand building because it ensures that the brand’s messaging, visual identity, and tone of voice are consistent and aligned with the brand’s core values and mission.

Here are some reasons why brand policing is important:

1. Builds brand recognition: Consistent branding helps to build brand recognition and recall, making it easier for customers to identify and remember your brand.
2. Establishes brand trust: A consistent and positive brand image can help establish trust with customers, which is essential for creating long-term customer relationships.
3. Maintains brand consistency: Brand policing helps to ensure that all brand touchpoints, including advertising, social media, packaging, and product design, are consistent with the brand’s visual and verbal identity.
4. Protects brand reputation: Brand policing helps to protect the brand’s reputation by ensuring that all brand messaging is truthful, accurate, and aligned with the brand’s values.
   
5. Ensures legal compliance: Brand policing can help ensure that the brand complies with all legal and regulatory requirements, such as trademarks and advertising standards.

In summary, brand policing is essential for building a strong brand that resonates with customers and establishes a positive reputation. By ensuring that all aspects of the brand are consistent and aligned with the brand’s values, companies can establish trust with customers and create long-term brand loyalty.