What Is a Brand Excellence Standard?
Quick answer: A brand excellence standard is a published set of rules that says what a trusted, well-run brand looks like, and how that is checked with evidence. TBAC | IBES – International Brand Excellence Standard is one such standard. It reviews brands across Six Trust Pillars, scores each pillar from 1 to 5 Trust Points, and awards a BrandMark only when the evidence meets the score. It is a standard, not an award.
Most people know what a quality standard is for a factory or a food kitchen. Fewer people know that brands can be measured against a standard too. A brand excellence standard turns “we are a great brand” into something that can be checked, scored and proven.
This is Day 5 of our daily series on brands, branding and brand accreditation. Yesterday we shared a 24-question brand health check. Today we explain the idea behind it all: what a brand excellence standard is, and how TBAC | IBES works as one.
What is a brand standard?
Inside a company, “brand standards” often means the brand guidelines: the logo, colors, fonts and tone of voice. That is useful, but it only covers how a brand looks and sounds.
A brand excellence standard goes further. It is an outside, published benchmark that asks whether the whole brand can be trusted: its strategy, how it is managed, how it treats customers and staff, its financial strength, how it improves, and how it behaves. The same rules apply to every brand, and every claim needs evidence.
Standard vs award: what is the difference?
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An award usually picks winners in a category, often at one point in time.
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A standard sets a clear bar. Any brand that meets the bar, with evidence, can be recognized. There is no limit on how many brands can pass.
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A standard is reviewed again. Results stay valid for a set period and must be checked and renewed.
TBAC | IBES is a brand excellence standard. It is not an award, and it is separate from academic or education accreditation.
What does IBES mean?
IBES stands for International Brand Excellence Standard. In full, it is written as TBAC | IBES – International Brand Excellence Standard, and its supporting line is “The Gold Standard for Brands and Branding”.
Who publishes IBES?
TBAC | IBES is published by The BrandLaureate Accreditation Council (TBAC), established under The World Brands Foundation (TWBF). It builds on 20 years of The BrandLaureate awards, which have honored brands and leaders in 80 countries. Read what TBAC | IBES is.
How the standard measures a brand
TBAC | IBES reviews every brand across the same Six Trust Pillars:
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Brand Strategy and Position
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Governance and Brand Care
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Customer and Staff Experience
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Money and Market Strength
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New Ideas and Change
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Ethics, Environment, and Trust
Each pillar is scored from 1 to 5 Trust Points. To earn a BrandMark, a brand needs an average of 3.0 or more, with no pillar below 2. A pillar between 2.0 and 2.9 gets a 90-day Polish Period to improve.
There are three BrandMark tiers:
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Verified: 3.00 to 3.99
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Distinguished: 4.00 to 4.49
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Icon: 4.50 to 5.00
A BrandMark is valid for three years, with an Annual Shine Check in years one and two, and renewal in year three.
How a brand meets the standard
A brand starts as a BRAND ALLY in the Brand Alliance. As a Brand Aspirant, it prepares the Brand Mirror: a Brand Story and 24 pieces of evidence, four for each pillar, kept in the Proof Vault. The platform drafts a score, a reviewer recommends a result, and the BrandMark Council approves it. If a brand disagrees, it can ask for a Second Look Review within 30 days, by different Council members. See the BrandMark Pathway.
Anyone can check a brand’s status in the public Registry or through certificate verification.
Why a brand excellence standard matters
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For customers: it is a simple, independent signal that a brand has been checked with evidence.
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For owners: it gives a clear map of what to improve, pillar by pillar.
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For partners and investors: it offers a shared language for brand trust across countries.
Key takeaways
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A brand excellence standard is a published benchmark for trusted, well-run brands, checked with evidence.
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IBES stands for International Brand Excellence Standard.
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TBAC | IBES is published by The BrandLaureate Accreditation Council under The World Brands Foundation (TWBF).
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Brands are scored across Six Trust Pillars, 1 to 5 Trust Points each, with three tiers: Verified, Distinguished and Icon.
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It is a standard, not an award, and separate from academic accreditation.
Frequently asked questions
What is a brand standard?
A brand standard is a set of rules a brand is measured against. Internal brand standards cover the logo, colors and tone of voice. A brand excellence standard, such as TBAC | IBES, is an outside benchmark that checks the whole brand, with evidence, across strategy, governance, experience, finances, new ideas and ethics.
What does IBES mean?
IBES means International Brand Excellence Standard. It is written in full as TBAC | IBES – International Brand Excellence Standard.
Who publishes IBES?
The BrandLaureate Accreditation Council (TBAC) publishes it, under The World Brands Foundation (TWBF).
Is TBAC | IBES an award?
No. It is a brand excellence standard. Any brand that meets the score with evidence can earn a BrandMark, and results are checked again over time.
How can I see where my brand stands today?
Start with the free Brand Snapshot: 24 questions across the Six Trust Pillars in about 10 minutes. This is a self-check only. It does not lead to any BrandMark outcome.
Measure your brand against the standard
A standard is only useful if you use it. Take the free Brand Snapshot, try yesterday’s 24-question brand health check, or start as a BRAND ALLY (see current options and fees at tbac.ac/join). Questions: info@tbac.ac.
Dr. Edward Roy Krishnan, International Advisor
TBAC | IBES – International Brand Excellence Standard
Learn more: https://tbac.ac
