2 September 2026 · DMARC Engine · 36 min read
Introduction to the Challenges of Multi-Brand BIMI Implementation
Implementing BIMI for domains with multiple brand identities can be a complex task, requiring careful consideration of various factors to ensure seamless integration and optimal performance. At DMARC Engine, we have encountered numerous cases where organisations struggle to manage their BIMI setup, particularly when dealing with multiple brands, sub-brands, or affiliate marketing programmes. For instance, a company like Barclays, with its various subsidiaries and partner organisations, may need to manage multiple BIMI records, each with its unique logo and branding requirements.
A typical BIMI record, as shown in the following code block, appears straightforward:
default._bimi.example.com. 3600 IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/"However, when dealing with multiple brands, the challenge lies in organising and optimising these records to ensure that the correct logo is displayed for each brand, while also maintaining the overall security and authenticity of the domain.
In a hosted or managed setup, such as the one provided by DMARC Engine, the process of creating and managing BIMI records is streamlined, allowing organisations to focus on their core business activities. Our platform enables customers to easily configure and update their BIMI records, while also providing real-time monitoring and analysis of their DMARC, SPF, and DKIM settings.
One of the primary challenges of multi-brand BIMI implementation is ensuring that the correct logo is displayed for each brand, without compromising the security and authenticity of the domain. This requires careful planning and coordination, particularly when dealing with multiple sub-domains, affiliate marketing programmes, or partner organisations. For example, a company like Amazon, with its vast network of sellers and partners, may need to manage thousands of BIMI records, each with its unique logo and branding requirements.
To illustrate this challenge, consider a scenario where a company has two sub-brands, each with its own unique logo and branding requirements. The company may need to create separate BIMI records for each sub-brand, as shown in the following code block:
subbrand1._bimi.example.com. 3600 IN TXT "v=BIMI1; l=https://subbrand1.example.com/logo.svg; a=https://subbrand1.example.com/"
subbrand2._bimi.example.com. 3600 IN TXT "v=BIMI1; l=https://subbrand2.example.com/logo.svg; a=https://subbrand2.example.com/"In this scenario, the company must ensure that the correct logo is displayed for each sub-brand, while also maintaining the overall security and authenticity of the domain. This requires careful planning and coordination, particularly when dealing with multiple sub-domains or affiliate marketing programmes.
Another challenge of multi-brand BIMI implementation is ensuring consistency in logo display across different email clients and devices. Different email clients and devices may have varying levels of support for BIMI, which can result in inconsistent logo display. For example, some email clients may not support SVG logos, while others may have issues with logo sizing or colour schemes.
To address this challenge, organisations can use a variety of techniques, such as using multiple logo formats (e.g. PNG, JPEG, SVG) and optimising logo sizes for different devices and email clients. Our experience at DMARC Engine has shown that using a combination of logo formats and sizes can help ensure consistent logo display across different email clients and devices.
In addition to these challenges, organisations must also consider the impact of BIMI on their overall email authentication and security posture. BIMI is closely tied to DMARC, SPF, and DKIM, and organisations must ensure that their BIMI setup is aligned with their overall email security strategy. This requires careful planning and coordination, particularly when dealing with multiple sub-domains or affiliate marketing programmes.
At DMARC Engine, we have seen numerous cases where organisations have implemented BIMI without fully considering the impact on their overall email security posture. This can result in inconsistent logo display, authentication issues, or even security vulnerabilities. To avoid these issues, organisations should carefully plan and coordinate their BIMI setup, ensuring that it is aligned with their overall email security strategy.
In the next section, we will delve deeper into the impact of multiple brand identities on BIMI, exploring the trade-offs and challenges associated with managing multiple BIMI records and ensuring consistent logo display across different email clients and devices. We will also provide concrete recommendations and best practices for optimising BIMI for domains with multiple brand identities, drawing on our experience at DMARC Engine and real-world examples from our customers.
Understanding the Impact of Multiple Brand Identities on BIMI
When managing domains with multiple brand identities, one of the centre points of consideration is how to optimise BIMI, or Brand Indicators for Message Identification, to ensure consistent branding and authentication across all identities. This is particularly crucial in a hosted or managed setup, where the complexity of multiple brand identities can quickly become a logistical nightmare. For instance, consider a company like Barclays, which has multiple sub-brands, such as Barclaycard and Barclays Investment Bank, each with its own unique logo and colour scheme.
In such cases, the BIMI record for each sub-brand would need to be carefully configured to ensure that the correct logo is displayed in the recipient's inbox. A typical BIMI record might look like this:
default._bimi.example.com. 3600 IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=eyJ..."
Here, the l parameter specifies the URL of the logo to be displayed, while the a parameter specifies the cryptographic algorithm used to verify the logo's integrity.
In a decentralised setup, where each sub-brand manages its own BIMI record, there is a risk of inconsistent branding and authentication, which can lead to a loss of trust among customers. On the other hand, a centralised setup, where a single team manages all BIMI records, can help ensure consistency, but may also introduce additional complexity and overhead.
For example, if each sub-brand has its own unique logo and colour scheme, the centralised team would need to ensure that each BIMI record is correctly configured to display the correct logo and colour scheme. This can be a time-consuming and error-prone process, particularly if the team is not familiar with the specific branding requirements of each sub-brand.
To mitigate this risk, it is essential to establish clear guidelines and processes for managing BIMI records across multiple brand identities. This might include creating a centralised repository of approved logos and colour schemes, as well as establishing a clear workflow for requesting and approving changes to BIMI records.
In addition, it is crucial to consider the impact of multiple brand identities on the overall authentication posture of the organisation. For instance, if each sub-brand has its own unique DMARC policy, there is a risk that the overall authentication posture of the organisation may be weakened, particularly if some sub-brands have more permissive policies than others.
To address this risk, it is essential to establish a consistent DMARC policy across all sub-brands, and to ensure that each sub-brand's BIMI record is correctly configured to align with this policy. This might involve implementing a hierarchical DMARC policy, where the overall organisation has a strict DMARC policy, and each sub-brand has a more permissive policy that is aligned with the overall organisational policy.
For example, the overall organisation might have a DMARC policy like this:
_dmarc.example.com. 3600 IN TXT "v=DMARC1; p=reject; pct=100; rua=mailto:example@example.com; ruf=mailto:example@example.com; fo=1"
While each sub-brand might have a more permissive policy, like this:
_dmarc.subbrand.example.com. 3600 IN TXT "v=DMARC1; p=none; pct=100; rua=mailto:example@example.com; ruf=mailto:example@example.com; fo=1"
By establishing a consistent DMARC policy across all sub-brands, and ensuring that each sub-brand's BIMI record is correctly configured to align with this policy, organisations can help ensure a strong authentication posture, while also maintaining consistent branding and authentication across all identities.
In a hosted or managed setup, the service provider can play a crucial role in helping organisations navigate the complexities of managing multiple brand identities. For instance, the service provider can offer tools and services to help organisations manage their BIMI records, such as a centralised dashboard for configuring and monitoring BIMI records, as well as automated workflows for requesting and approving changes to BIMI records.
Also, the service provider can offer expertise and guidance on establishing a consistent DMARC policy across all sub-brands, and ensuring that each sub-brand's BIMI record is correctly configured to align with this policy. By leveraging the expertise and services of a hosted or managed setup, organisations can help ensure that their BIMI implementation is optimised for multiple brand identities, while also maintaining a strong authentication posture.
Ultimately, optimising BIMI for domains with multiple brand identities requires careful consideration of the complexities involved, as well as a deep understanding of the trade-offs and challenges that arise. By establishing clear guidelines and processes, leveraging the expertise and services of a hosted or managed setup, and ensuring consistent branding and authentication across all identities, organisations can help ensure a strong authentication posture, while also maintaining consistent branding and authentication across all identities.
For organisations with multiple brand identities, it is essential to weigh the benefits of a centralised versus decentralised approach to BIMI management, and to consider the impact of multiple brand identities on the overall authentication posture of the organisation. By taking a thoughtful and strategic approach to BIMI management, organisations can help ensure that their BIMI implementation is optimised for multiple brand identities, while also maintaining a strong authentication posture.
In the next section, we will explore the trade-offs and challenges of centralised versus decentralised BIMI management in more detail, and discuss the key considerations that organisations should take into account when deciding which approach to take.
Centralised vs Decentralised BIMI Management: Weighing the Options
When managing BIMI for domains with multiple brand identities, one of the most critical decisions is whether to adopt a centralised or decentralised approach to BIMI management. This decision has significant implications for the complexity of setup, ongoing maintenance, and the ability to optimise BIMI records for each brand. In a centralised model, a single team or entity is responsible for managing all BIMI records across multiple brands, whereas in a decentralised model, each brand or department manages its own BIMI records independently.
From our experience at DMARC Engine, where we host and manage DMARC, SPF, DKIM, MTA-STS, and BIMI for our customers, we have seen both approaches in action. A centralised approach can offer a high degree of control and consistency across all brands, making it easier to enforce brand guidelines and ensure that all BIMI records are correctly configured. For example, a company like BBC, with multiple sub-brands such as BBC News, BBC Sport, and BBC iPlayer, might prefer a centralised approach to maintain a consistent visual identity across all its services. This can be particularly important for large organisations where brand image and recognition are crucial.
However, a centralised approach also means that any changes to BIMI records must be funnelled through a single point of control, which can lead to bottlenecks and delays. Each brand may have its own marketing schedule and priorities, and a centralised team might struggle to keep up with the demands of multiple brands, especially if they have different launch dates for campaigns or products. In contrast, a decentralised approach gives each brand the autonomy to manage its BIMI records as it sees fit, allowing for more flexibility and quicker turnaround times for changes.
One of the key considerations when deciding between a centralised and decentralised approach is the organisational structure and culture of the company. Companies with a strong central marketing function may find a centralised approach more suitable, as it allows for tighter control over brand assets and messaging. On the other hand, companies with more autonomous departments or a culture that encourages innovation and experimentation might prefer a decentralised approach, as it empowers each brand to take ownership of its BIMI strategy.
In terms of technical implementation, a centralised approach often involves a single BIMI record that applies to all subdomains of a parent domain, using a wildcard DNS entry. For instance:
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=mailto:security@example.com"This setup can simplify management but may not be ideal if each subdomain (or brand) needs a unique logo or specific BIMI settings.
A decentralised approach, meanwhile, requires each brand to set up its own BIMI record, which can lead to a more complex DNS landscape but offers greater flexibility. For example, BBC might have separate BIMI records for each of its sub-brands:
_bimi.news.example.com. IN TXT "v=BIMI1; l=https://news.example.com/logo.svg; a=mailto:news-security@example.com"
_bimi.sport.example.com. IN TXT "v=BIMI1; l=https://sport.example.com/logo.svg; a=mailto:sport-security@example.com"This allows each brand to have its own logo and contact information, but it also means that each brand is responsible for ensuring its BIMI record is correctly configured, which can increase the risk of errors if not properly managed.
For companies that opt for a hosted or managed BIMI setup, like those we provide at DMARC Engine, the decision between centralised and decentralised management can be somewhat mitigated. Our platform allows for the central management of multiple BIMI records, making it easier for companies to maintain control and consistency while still providing the flexibility for each brand to have its own unique BIMI settings. Also, our expert team can assist with the configuration and ongoing management of BIMI records, reducing the risk of errors and ensuring that all records are optimised for the best possible deliverability and brand recognition.
Ultimately, the choice between a centralised and decentralised BIMI management approach depends on the specific needs and structure of the organisation. Both models have their trade-offs, and what works best will vary from one company to another. By understanding these trade-offs and considering the organisational culture, brand requirements, and technical implications, companies can make an informed decision that balances control, flexibility, and the need for consistent branding across all their domains.
Technical Considerations for BIMI Record Configuration
When configuring BIMI records for domains with multiple brand identities, several technical considerations come into play. One of the primary concerns is the organisation of BIMI records in a way that accurately represents each brand while avoiding conflicts and ensuring seamless authentication.
A key decision point is whether to use a centralised or decentralised approach to manage BIMI records. In a centralised setup, all BIMI records are managed from a single location, which can simplify the process of ensuring consistency across brands. However, this approach may not be suitable for organisations with a large number of domains or those with complex brand structures.
In contrast, a decentralised approach allows each brand or domain to manage its own BIMI records, providing more autonomy but also increasing the risk of inconsistencies and errors. At DMARC Engine, we have seen both approaches in action, and the choice ultimately depends on the specific needs and organisational structure of the company.
From a technical standpoint, the BIMI record itself is a TXT record that contains a specific set of information, including the logo location and the domain's DMARC policy. For example, a BIMI record for a fictional company called "Example Ltd" might look like this:
default._bimi.example.com. 3600 IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/"In this example, default._bimi.example.com is the domain for which the BIMI record is configured, v=BIMI1 specifies the BIMI version, l=https://example.com/logo.svg points to the location of the logo, and a=https://example.com/ specifies the domain's DMARC policy.
When managing multiple brand identities, it is essential to ensure that each brand has its own unique BIMI record. This can be achieved by creating separate BIMI records for each brand, using a subdomain or a unique identifier to distinguish between them. For instance, if "Example Ltd" has two brands, "Example Brand A" and "Example Brand B", the BIMI records might be configured as follows:
default._bimi.examplebrandA.com. 3600 IN TXT "v=BIMI1; l=https://examplebrandA.com/logo.svg; a=https://examplebrandA.com/"
default._bimi.examplebrandB.com. 3600 IN TXT "v=BIMI1; l=https://examplebrandB.com/logo.svg; a=https://examplebrandB.com/"In a hosted or managed setup like DMARC Engine, we can simplify the process of managing multiple BIMI records by providing a centralised dashboard for configuration and monitoring. This allows administrators to easily add, remove, or modify BIMI records for each brand, without having to manually update DNS records.
Another critical consideration is the logo itself. BIMI logos must meet specific requirements, including being in SVG format and having a maximum size of 64x64 pixels. Ensuring that logos are optimised for BIMI can be a challenge, particularly if the logos are complex or have a large colour palette. At DMARC Engine, we recommend using a tool like SVGOMG to optimise SVG logos for BIMI, as this can help reduce the file size and improve rendering.
In addition to logo optimisation, it is also essential to consider the colour scheme and branding guidelines for each brand. BIMI logos should be designed to be recognisable and consistent with the brand's overall visual identity. This may require creating multiple versions of the logo, each optimised for different environments and devices.
To illustrate this point, consider a brand that uses a logo with a dark colour scheme on its website, but a light colour scheme on its social media profiles. In this case, the BIMI logo would need to be designed to work effectively in both environments, which may require creating separate logo versions or using a responsive design that adapts to different colour schemes.
When it comes to implementing BIMI, one of the most common pitfalls is failing to test the configuration thoroughly. This can lead to issues with logo rendering, authentication errors, or even DMARC policy misconfiguration. To avoid these problems, it is crucial to test the BIMI configuration using tools like the BIMI Inspector or the DMARC Engine dashboard, which can help identify and resolve any issues before they become major problems.
In terms of specific recommendations, we suggest the following best practices for configuring BIMI records for domains with multiple brand identities:
- Use a centralised approach to manage BIMI records, where possible, to simplify the configuration and monitoring process.
- Ensure that each brand has its own unique BIMI record, using a subdomain or unique identifier to distinguish between them.
- Optimise logos for BIMI using tools like SVGOMG, and ensure that they meet the required format and size specifications.
- Consider the colour scheme and branding guidelines for each brand, and design logos that are recognisable and consistent with the brand's overall visual identity.
- Test the BIMI configuration thoroughly using tools like the BIMI Inspector or the DMARC Engine dashboard, to identify and resolve any issues before they become major problems.
By following these best practices and considering the technical implications of BIMI record configuration, organisations with multiple brand identities can ensure a seamless and effective implementation of BIMI, and improve the overall security and authenticity of their email communications.
In our experience at DMARC Engine, a well-planned and carefully executed BIMI implementation can have a significant impact on an organisation's email deliverability and brand reputation, and is an essential component of a comprehensive email authentication strategy.
As such, it is crucial to approach BIMI configuration with a thorough understanding of the technical considerations and best practices involved, and to seek expert guidance where necessary to ensure a successful implementation.
Ultimately, the goal of BIMI is to provide a secure and trusted way for organisations to authenticate their email communications, and to protect their brands and customers from the risks of email spoofing and phishing.
By prioritising BIMI configuration and implementation, organisations can take a critical step towards achieving this goal, and can help to build trust and confidence in their email communications.
In the next section, we will provide a step-by-step guide to configuring BIMI for multiple domains, including practical examples and real-world scenarios to illustrate the process.
Step-by-Step Guide to Configuring BIMI for Multiple Domains
Configuring BIMI for domains with multiple brand identities requires careful planning and execution to ensure that each brand's logo is displayed correctly in recipients' inboxes. The process involves creating a BIMI record for each domain, uploading the corresponding logo, and verifying the record. In a hosted or managed setup, such as the one we use at DMARC Engine, this process can be simplified and optimised for multiple domains.
To begin with, it is essential to determine the number of BIMI records required. If each brand has its own domain, a separate BIMI record will be needed for each domain. For example, if a company has two brands, brand1.example.com and brand2.example.com, two separate BIMI records will be required.
# Example of a BIMI record for brand1.example.com
default._bimi.brand1.example.com. 3600 IN TXT "v=BIMI1; l=https://example.com/logo1.svg; a=eyJ..."# Example of a BIMI record for brand2.example.com
default._bimi.brand2.example.com. 3600 IN TXT "v=BIMI1; l=https://example.com/logo2.svg; a=eyJ..."In this example, the l parameter specifies the URL of the logo, and the a parameter specifies the authentication method used to verify the logo.
When configuring BIMI for multiple domains, it is crucial to ensure that the logos are optimised for display in various email clients. This includes ensuring that the logos are in the correct format (SVG is recommended), are the correct size (typically 128x128 pixels), and have a suitable colour scheme. A hosted or managed setup can provide tools to help optimise logos for BIMI, such as image resizing and colour palette analysis.
Another important consideration is the verification process for BIMI records. To verify a BIMI record, the domain owner must prove ownership of the domain by creating a TXT record with a specific value. This value is typically provided by the BIMI record generator or the hosted or managed setup. For example:
# Example of a verification TXT record for brand1.example.com
_bimi.verify.brand1.example.com. 3600 IN TXT "verification-token=abc123"Once the verification TXT record is in place, the BIMI record can be verified, and the logo will be displayed in recipients' inboxes.
In addition to verifying the BIMI record, it is also essential to monitor the aggregate reports to ensure that the BIMI record is working correctly. Aggregate reports provide information on the number of emails that were authenticated using the BIMI record, as well as any errors that may have occurred. A hosted or managed setup can provide tools to help analyse these reports and identify any issues.
When configuring BIMI for multiple domains, it is also important to consider the impact of subdomains. If a domain has subdomains, such as subdomain.brand1.example.com, a separate BIMI record may be required for each subdomain. However, if the subdomain is using the same logo as the parent domain, it may be possible to use a single BIMI record for both the parent domain and the subdomain.
To simplify the process of configuring BIMI for multiple domains, it is recommended to use a centralised management system, such as the one provided by DMARC Engine. This system allows domain owners to manage multiple BIMI records from a single interface, making it easier to configure and verify BIMI records for multiple domains.
In terms of trade-offs, one of the main considerations when configuring BIMI for multiple domains is the complexity of the setup. While a centralised management system can simplify the process, it may also add an extra layer of complexity. Also, the cost of using a hosted or managed setup may be higher than configuring BIMI records manually.
To optimise the BIMI setup for multiple domains, it is recommended to use a combination of automation and manual configuration. Automation can be used to generate the BIMI records and verify the domains, while manual configuration can be used to customise the setup for each domain. For example, automation can be used to generate the BIMI records for each domain, while manual configuration can be used to specify the logo and authentication method for each domain.
In conclusion to this section, configuring BIMI for domains with multiple brand identities requires careful planning and execution. By using a centralised management system, automating the configuration process, and manually customising the setup for each domain, domain owners can ensure that each brand's logo is displayed correctly in recipients' inboxes. In the next section, we will discuss how to manage logo variations and colour schemes in BIMI.
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By using a centralised management system, automating the configuration process, and manually customising the setup for each domain, domain owners can ensure that each brand's logo is displayed correctly in recipients' inboxes.
Managing Logo Variations and Colour Schemes in BIMI
When implementing BIMI for domains with multiple brand identities, managing logo variations and colour schemes is crucial for maintaining a consistent brand image. A well-designed BIMI logo can significantly enhance the centre of the email experience, making it more engaging and trustworthy for recipients. However, with multiple brands under a single domain, the challenge lies in optimising the logo display to ensure it aligns with the respective brand's colour scheme and visual identity.
To illustrate this challenge, consider a company like BBC, which has multiple sub-brands such as BBC News, BBC Sport, and BBC iPlayer. Each of these sub-brands has its unique colour scheme and logo. For instance, BBC News typically uses a more subdued colour palette, while BBC Sport uses a bolder, more vibrant scheme. When implementing BIMI, it is essential to ensure that the logo displayed in the recipient's inbox accurately reflects the sub-brand's identity.
One approach to managing logo variations is to use a single, versatile logo that can be adapted to different colour schemes. This can be achieved by using a logo with a transparent background, which can then be overlaid on different coloured backgrounds to match the respective brand's identity. For example, the BBC could use a transparent logo that features the iconic BBC blocks, which can then be displayed on a news-themed background for BBC News emails or a sport-themed background for BBC Sport emails.
In terms of BIMI record configuration, it is possible to specify multiple logos for different sub-brands using the v=BIMI1 directive. For instance:
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.png; a=https://example.com/aggregate.xml"
news._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/news-logo.png; a=https://example.com/news-aggregate.xml"
sport._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/sport-logo.png; a=https://example.com/sport-aggregate.xml"In this example, the default._bimi.example.com record specifies the default logo for the example.com domain, while the news._bimi.example.com and sport._bimi.example.com records specify logos for the BBC News and BBC Sport sub-brands, respectively.
When using a hosted or managed BIMI setup, such as the one provided by DMARC Engine, managing logo variations and colour schemes can be simplified through the use of a centralised dashboard. This allows administrators to easily upload and manage different logos for various sub-brands, as well as configure the respective BIMI records. For instance, the DMARC Engine dashboard provides a logo management section where administrators can upload logos, specify the respective colour schemes, and configure the BIMI records for each sub-brand.
However, it is essential to note that using multiple logos can lead to increased complexity in terms of logo management and BIMI record configuration. This can result in a higher risk of errors, such as incorrect logo display or BIMI record misconfiguration. To mitigate this risk, it is crucial to implement a robust testing and validation process to ensure that the BIMI logos are displayed correctly for each sub-brand.
In addition to managing logo variations, it is also important to consider the colour scheme used in the BIMI logo. The colour scheme should be consistent with the respective brand's visual identity to ensure a cohesive and recognisable brand image. For example, the colour scheme used in the BBC News logo should be consistent with the colour scheme used on the BBC News website and social media channels.
To achieve this consistency, it is recommended to use a colour palette that is specifically designed for the respective brand. This can be achieved by working with the brand's design team to create a custom colour palette that reflects the brand's visual identity. For instance, the BBC News colour palette might include a range of blues and whites, while the BBC Sport colour palette might include a range of bold, vibrant colours such as orange and yellow.
In terms of BIMI record configuration, the colour scheme can be specified using the c directive. For example:
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.png; c=#FFFFFF,#0000FF; a=https://example.com/aggregate.xml"In this example, the c directive specifies the colour scheme for the default logo, with #FFFFFF representing the background colour and #0000FF representing the text colour.
In a hosted or managed setup, the colour scheme can be configured through the centralised dashboard. For instance, the DMARC Engine dashboard provides a colour scheme management section where administrators can specify the colour palette for each sub-brand and configure the respective BIMI records.
In conclusion to this section, managing logo variations and colour schemes is a critical aspect of implementing BIMI for domains with multiple brand identities. By using a single, versatile logo that can be adapted to different colour schemes, specifying multiple logos for different sub-brands using the v=BIMI1 directive, and configuring the colour scheme using the c directive, administrators can ensure a consistent brand image across all sub-brands. Also, using a hosted or managed BIMI setup can simplify the process of managing logo variations and colour schemes, while also providing a centralised dashboard for configuring BIMI records and colour palettes.
Aggregate Report Analysis for Multi-Brand BIMI Optimisation
When managing BIMI for domains with multiple brand identities, analysing aggregate reports is crucial for optimising your setup and ensuring that your branding is displayed correctly across different email clients. In our experience, the key to effective BIMI management lies in the detailed analysis of these reports, which provide insights into how your BIMI records are being processed and displayed.
At DMARC Engine, we handle the hosting and management of DMARC, SPF, DKIM, MTA-STS, and BIMI for our customers, which includes the daily analysis of aggregate reports. One of the common challenges we encounter is the complexity of managing multiple brand identities under a single domain or across several domains. For instance, a company might have different subsidiaries or product lines, each with its own branding. In such cases, the BIMI records need to be carefully configured to ensure that the correct logo is displayed for each brand.
To illustrate this, consider a scenario where a company, let's call it "Example Ltd," has two subsidiaries: "Example Tech" and "Example Finance." Each subsidiary has its own domain (exampletech.com and examplefinance.com) and its own unique logo. The BIMI records for these domains might look something like this:
# BIMI record for exampletech.com
default._bimi.exampletech.com. IN TXT "v=BIMI1; l=https://exampletech.com/logo.svg; a=eyJ..."
# BIMI record for examplefinance.com
default._bimi.examplefinance.com. IN TXT "v=BIMI1; l=https://examplefinance.com/logo.svg; a=eyJ..."In the aggregate reports, we look for specific details that indicate how these BIMI records are being processed. For example, we check for any errors in the logo URI or issues with the authentication mechanisms. A typical aggregate report might contain entries like this:
{
"org_name": "Example Ltd",
"date_range": {
"start": "2023-02-01",
"end": "2023-02-28"
},
"records": [
{
"domain": "exampletech.com",
"result": "pass",
"disposition": "none",
"reason": {
"type": "spf",
"comment": "SPF pass"
}
},
{
"domain": "examplefinance.com",
"result": "fail",
"disposition": "quarantine",
"reason": {
"type": "dkim",
"comment": "DKIM signature verification failed"
}
}
]
}From this report, we can see that there's an issue with the DKIM signature for examplefinance.com, which could affect the display of the BIMI logo. This kind of insight is invaluable for troubleshooting and optimising the BIMI setup.
Another critical aspect of aggregate report analysis is monitoring the authentication results for each domain. This involves checking the SPF, DKIM, and DMARC alignment to ensure that emails are being authenticated correctly. In a hosted or managed setup like ours, this process is streamlined through automated tools and expert oversight, allowing for quicker identification and resolution of issues.
However, one of the trade-offs in managing multiple brand identities is the complexity it adds to the overall authentication and BIMI setup. Each brand requires its own set of DNS records, and ensuring that these records are correctly configured and aligned with the parent domain's authentication policies can be challenging. On top of that, the management of logo variations and colour schemes across different brands and email clients adds another layer of complexity.
To mitigate these challenges, we recommend a centralised approach to BIMI management, where possible. This involves creating a unified strategy for managing BIMI records across all domains and brands, using tools and platforms that can handle the complexity of multiple brand identities. In our experience, this approach not only simplifies the management process but also enhances the overall branding consistency across different email clients.
In addition to centralised management, regular analysis of aggregate reports is essential for identifying areas of improvement. This includes monitoring for any changes in authentication results, tracking the display of BIMI logos, and adjusting the configuration as needed to optimise the setup. By doing so, organisations can ensure that their branding is consistently displayed, enhancing the trust and recognition of their emails.
In conclusion to this section, effective aggregate report analysis is the cornerstone of optimising BIMI for domains with multiple brand identities. By carefully examining these reports and understanding the intricacies of BIMI record configuration, organisations can navigate the complexities of multi-brand management, ensure consistent branding, and ultimately improve the deliverability and authenticity of their emails. At DMARC Engine, our experience in handling these complexities for our customers underscores the importance of a meticulous and informed approach to BIMI management.
Common Pitfalls and Edge Cases in Multi-Brand BIMI Deployment
When deploying BIMI across multiple brand identities, several pitfalls and edge cases can arise, affecting the overall effectiveness of the implementation. One common issue is the mismanagement of logo variations and colour schemes. For instance, a company with multiple sub-brands may have different logos for each, but if these logos are not optimised for BIMI, they may not display correctly.
A real-world example of this is a company that used a logo with a colour scheme that did not contrast well with the background of the email client, resulting in the logo being barely visible. To avoid this, it is essential to ensure that all logo variations are optimised for BIMI, taking into account the colour scheme and display size.
Another pitfall is the incorrect configuration of BIMI records. For example, if a company has multiple domains, each with its own BIMI record, but the records are not configured correctly, it can lead to authentication issues.
# example of a correctly configured BIMI record
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=mailto:example@example.com"In a hosted or managed setup, the BIMI record configuration is typically handled by the provider, which can help mitigate this issue. However, it is still crucial for the company to ensure that the records are correctly configured and aligned with their brand identities.
A significant edge case in multi-brand BIMI deployment is the handling of subdomains. If a company has multiple subdomains, each with its own brand identity, it can be challenging to manage the BIMI records for each subdomain.
For example, a company with subdomains for different regions, such as uk.example.com and us.example.com, may need to have separate BIMI records for each subdomain.
# example of BIMI records for subdomains
default._bimi.uk.example.com. IN TXT "v=BIMI1; l=https://uk.example.com/logo.svg; a=mailto:uk@example.com"
default._bimi.us.example.com. IN TXT "v=BIMI1; l=https://us.example.com/logo.svg; a=mailto:us@example.com"To manage this complexity, it is recommended to use a centralised BIMI management system, which can help streamline the configuration and management of BIMI records across multiple subdomains.
Another edge case is the impact of DMARC policy on BIMI deployment. If a company has a strict DMARC policy, it can affect the delivery of emails with BIMI logos. For instance, if a company has a DMARC policy set to quarantine, it can cause emails with BIMI logos to be quarantined, even if they are legitimate.
To avoid this, it is essential to ensure that the DMARC policy is aligned with the BIMI deployment, and that the email authentication is properly configured.
In addition, the management of logo variations and colour schemes can be a challenge in multi-brand BIMI deployment. For example, a company with multiple brands may have different logo variations for each brand, but if these variations are not managed correctly, it can lead to inconsistencies in the branding.
To address this, it is recommended to use a consistent naming convention for logo files and to store them in a centralised location, making it easier to manage and update the logos.
The analysis of aggregate reports is also crucial in multi-brand BIMI deployment. Aggregate reports provide valuable insights into the performance of BIMI, including the number of emails with BIMI logos that are being delivered, and any issues that may be affecting delivery.
By analysing these reports, companies can identify areas for improvement and optimise their BIMI deployment for better performance.
In a hosted or managed setup, the analysis of aggregate reports is typically handled by the provider, which can provide detailed insights and recommendations for improvement. However, it is still essential for the company to review and act on these reports to ensure that their BIMI deployment is optimised for maximum effectiveness.
Finally, the use of BIMI in conjunction with other email authentication protocols, such as SPF and DKIM, can also pose challenges. For example, if a company has multiple domains, each with its own SPF and DKIM records, but the records are not aligned with the BIMI records, it can lead to authentication issues.
To avoid this, it is essential to ensure that all email authentication protocols are properly configured and aligned with the BIMI deployment.
In short, the deployment of BIMI across multiple brand identities requires careful planning and management to avoid common pitfalls and edge cases. By ensuring that logo variations and colour schemes are optimised, BIMI records are correctly configured, and DMARC policy is aligned with the BIMI deployment, companies can ensure a successful and effective BIMI implementation.
Also, the use of a centralised BIMI management system, consistent naming convention for logo files, and analysis of aggregate reports can help streamline the configuration and management of BIMI records, and optimise the deployment for maximum effectiveness.
By following these recommendations, companies can ensure that their BIMI deployment is consistent with their brand identities, and that their emails are properly authenticated, leading to improved deliverability and a better user experience.
Best Practices for Ensuring Consistent Branding and Authentication
Ensuring consistent branding and authentication is crucial when implementing BIMI for domains with multiple brand identities. A well-planned approach can help organisations maintain a strong brand presence while preventing authentication issues. In our experience managing BIMI for customers, we have found that a centralised management approach can help simplify the process and reduce errors.
To start, organisations should establish a clear brand identity centre that oversees all BIMI-related activities. This centre should be responsible for creating and managing BIMI records, as well as ensuring that all logos and branding materials are consistent across all domains. For example, a company like BBC with multiple sub-brands such as BBC News, BBC Sport, and BBC iPlayer, should have a central team that manages the BIMI records for each sub-brand, ensuring that the logos and branding are consistent.
When configuring BIMI records, it is essential to use a consistent naming convention for the logos. We recommend using a naming convention that includes the domain name and the logo type, such as bbc-news-logo.svg or bbcsport-icon.png. This helps to prevent confusion and ensures that the correct logo is displayed for each domain.
default._bimi.bbc.co.uk. IN TXT "v=BIMI1; l=https://bbc.co.uk/bbc-news-logo.svg; a=https://bbc.co.uk"
default._bimi.bbcsport.co.uk. IN TXT "v=BIMI1; l=https://bbcsport.co.uk/bbcsport-icon.png; a=https://bbcsport.co.uk"In the example above, the BIMI records for bbc.co.uk and bbcsport.co.uk use a consistent naming convention for the logos, making it easier to manage and update the records.
Another best practice is to use a hosted or managed BIMI setup, which can help simplify the process of managing multiple BIMI records. A hosted setup can provide a centralised dashboard for managing BIMI records, as well as automated reporting and analytics. For example, our DMARC Engine platform provides a hosted BIMI setup that allows customers to manage their BIMI records from a single dashboard, making it easier to ensure consistent branding and authentication across all domains.
In addition to using a hosted or managed setup, organisations should also ensure that their BIMI records are properly validated. This can be done using tools such as the BIMI Validator, which checks the BIMI record for errors and ensures that it is properly formatted.
https://validator.bimi-group.org/Validating BIMI records is essential to prevent authentication issues and ensure that the correct logo is displayed for each domain.
Organisations should also ensure that their logos are optimised for BIMI. This includes ensuring that the logos are in the correct format (SVG) and size (maximum 128x128 pixels). We recommend using a tool such as ImageOptim to optimise the logos for BIMI.
https://imageoptim.com/Optimising logos for BIMI can help improve the display of the logos in email clients and prevent issues with logo rendering.
Also, organisations should also consider implementing a colour scheme that is consistent across all domains. This can help to reinforce the brand identity and create a cohesive look and feel. For example, a company like Tesco can use a consistent colour scheme such as red and white across all their sub-brands, including Tesco Grocery, Tesco Bank, and Tesco Mobile.
To ensure consistent branding and authentication, organisations should also monitor their aggregate reports regularly. Aggregate reports provide valuable insights into BIMI authentication issues and can help organisations identify areas for improvement. For example, our DMARC Engine platform provides daily aggregate reports that show the number of emails that were authenticated using BIMI, as well as the number of emails that failed authentication.
https://dmarc-engine.com/aggregate-reportsMonitoring aggregate reports can help organisations identify issues with their BIMI records and make improvements to their authentication setup.
In terms of logo variations, organisations should consider using a single logo that is consistent across all domains. However, if multiple logos are required, organisations should ensure that each logo is properly validated and optimised for BIMI. We recommend using a tool such as the BIMI Logo Validator to validate the logos.
https://logo-validator.bimi-group.org/Validating logo variations can help prevent issues with logo rendering and ensure that the correct logo is displayed for each domain.
Finally, organisations should also consider implementing a process for updating and managing their BIMI records. This can include establishing a change management process that ensures all changes to BIMI records are properly reviewed and approved. We recommend using a version control system such as Git to manage changes to BIMI records.
https://git-scm.com/Using a version control system can help organisations track changes to their BIMI records and ensure that all changes are properly documented and approved.
In short, ensuring consistent branding and authentication is crucial when implementing BIMI for domains with multiple brand identities. Organisations should establish a clear brand identity centre, use a consistent naming convention for logos, and validate their BIMI records regularly. They should also consider using a hosted or managed BIMI setup, optimise their logos for BIMI, and implement a colour scheme that is consistent across all domains. By following these best practices, organisations can maintain a strong brand presence while preventing authentication issues.