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We saw the risks of brand impersonation in our previous blog, but how do we implement it. While DMARC and BIMI are essential defenses, their successful deployment requires a structured approach. Many organizations struggle with technical configurations, DNS record management, and cross-department collaboration. Without proper execution, even well-intended security measures can fail.

Today we break down the technical implementation of DMARC and BIMI, covering critical steps like SPF and DKIM alignment, setting DMARC policies, obtaining a Verified Mark Certificate (VMC), and publishing BIMI records.

Additionally, IT teams often face challenges such as misconfigured email authentication records, fear of blocking legitimate emails, and the complexity of BIMI adoption. We’ll explore these obstacles and provide practical solutions to ensure a smooth transition to a stronger brand protection strategy.

Technical Implementation

Setting up DMARC and BIMI for your organization requires coordination between IT and domain administrators (and a touch of marketing for the logo aspect). Below are 10 easy steps to get these protections in place:

1. Configure SPF and DKIM: Start by ensuring your domain has a valid SPF record and that all your email senders (including third-party services) are signing messages with DKIM. These are prerequisites – DMARC builds on them to authenticate email sources.
2. Publish a DMARC record (monitoring mode): Add a DNS TXT record for DMARC (e.g. _dmarc.yourdomain.com). Initially set the policy to p=none to monitor email flows without impacting delivery. Specify an email address in the DMARC record (rua tag) to receive aggregate reports. You will need a DMARC Analyser from AmbiSure Technologies to help read these .xml format reports
3. Analyze reports and tighten policy: DMARC Analyser platform suggested by AmbiSure Technologies will aggregate reports to show which IP addresses and services are sending emails claiming to be from your domain. Review these reports to identify legitimate senders that need SPF/DKIM alignment, as well as any fraudulent sources.
4. Expert Team at AmbiSure will help you gain confidence that all legitimate email is authenticated, ramp up the policy to p=quarantine (to flag or spam-folder unauthorized emails) and eventually p=reject (to outright block them). This phased approach ensures business emails aren’t accidentally blocked during the transition.
5. Achieve full DMARC enforcement: Once your DMARC policy is at quarantine or reject for a few weeks with no issues, you have achieved enforcement. At this stage, your brand is significantly safer from direct domain spoofing. You can now leverage this security success for BIMI.
6. Prepare your BIMI logo: Work with your design or brand team to obtain an SVG version of your official logo that meets BIMI specifications (square, simple background, etc.). Many organizations use a simplified logo mark for clarity at small sizes. Ensure the logo is trademarked, as you’ll likely need proof of ownership.
7. Obtain a Verified Mark Certificate (VMC): For BIMI, purchase a VMC from a certification authority facilitated by AmbiSure Technologies. We will help you verify your rights to the logo (usually requiring a registered trademark). They will issue a certificate tying your domain to that logo. While a VMC involves some cost and paperwork, it’s crucial for Gmail and future-proofing your BIMI deployment.
8. Publish the BIMI DNS record: In your DNS, add a BIMI TXT record (default name default._bimi.yourdomain.com). This record will contain a URL pointing to your SVG logo file, and if you have a VMC, it will include a pointer to that certificate (the a= tag with a URL to the VMC file). For example: v=BIMI1; l=https://yourdomain.com/logo.svg; a=https://yourdomain.com/logo.vmc;.
9. Test and validate: Use available BIMI inspectors or tools to check that your BIMI record is correctly set up. Send test emails to Gmail, Yahoo, or other BIMI-supporting mailboxes (preferably with a subject line indicating it’s a test). Verify that your logo appears next to the email in the inbox. Gmail’s tool or third-party BIMI inspectors will also confirm if your SVG and VMC are valid.
10. Monitor ongoing performance: Even after setup, keep an eye on DMARC reports for any new unauthorized sending attempts. Also, watch for any issues in logo display. BIMI doesn’t impact delivery, but if your logo ever stops showing, it could indicate an authentication issue to investigate. Regularly review and renew your VMC (they typically last a year) so that your BIMI status remains active.

By following these steps, an organization can go from having no protection to having a robust DMARC policy and a visually authenticated email presence.

Remember, DMARC enforcement is the foundation – without it, you can’t deploy BIMI.

Many companies have choosen to use DMARC Analyser suggested & implemented by AmbiSure Technologies to ease the process, especially in large, complex environments. The effort is well worth it, as you’ll dramatically reduce phishing risk and make your communications more trustworthy.

Challenges & Solutions

Implementing DMARC and BIMI 2.0 can come with challenges. Here are common hurdles we have seen IT teams face and how to overcome them:

• Challenge: Identifying all legitimate email senders. Large organizations often have many systems and third-party providers sending emails (marketing platforms, payroll services, cloud apps). If you miss one, DMARC could start blocking its emails.
• Solution: Inventory all services that send email on your behalf. Use DMARC reports to catch any unknown senders. Gradually include each sender in your SPF/DKIM configuration. A phased DMARC rollout (monitor first, then enforce) ensures you capture all senders before full enforcement. Communication between IT and business units is key – for example, marketing or HR might be using a new email tool that IT needs to know about.

 

• Challenge: Fear of blocking important emails. Some organizations hesitate to move DMARC from monitoring to enforcement, worried that an authentic email might be mistakenly quarantined or rejected. This is a big reason why only about 10–15% of domains with DMARC have actually set it to an enforcing mode.
• Solution: AmbiSure Support Team help you push through this fear by emphasizing long-term security over short-term hiccups. Use of DMARC monitoring period to iron out issues. Start with quarantine (so questionable emails go to spam, not outright dropped) and review what gets quarantined. If something important is misidentified, they will help you adjust SPF/DKIM settings or add it to allowed senders. Most organizations find that with careful planning, they can safely go to p=reject and significantly reduce spoofing, without disrupting legitimate email.

 

• Challenge: Complex DMARC reports and ongoing maintenance. The XML-based aggregate reports can be hard to read manually, and threats evolve over time (attackers might target new domains you acquire, etc.).
• Solution: Leverage DMARC analysis tools & services implemented by AmbiSure which comes with dashboards that translate reports into human-friendly insights (e.g., showing which IP addresses failed authentication most). This makes it easier to spot issues and demonstrate progress to leadership. Treat DMARC as an ongoing program: when your organization spins up a new email-sending domain or service, update your records accordingly. Set a calendar reminder to review DMARC status and metrics monthly or quarterly. Keeping DMARC tuned is much simpler than the initial setup, but it still needs someone in charge.

 

• Challenge: BIMI implementation hurdles. Creating a BIMI-compliant SVG logo and obtaining a VMC can be time-consuming. There might be internal debate on which logo to use or hesitation to spend on a certificate. Additionally, not every email client currently displays BIMI logos (for instance, Outlook at the moment doesn’t, focusing more on their own safety indicators).
• Solution: Involve your marketing/brand team early – they can help produce an appropriate SVG logo and see the branding value. View the VMC purchase as an investment in customer trust (and note that it’s becoming a standard for major providers). To ease the process, follow guidelines from BIMI working groups on logo requirements, or use a generator tool for the SVG. As for email client support, remind stakeholders that Gmail and Yahoo cover a huge portion of consumer inboxes; support is likely to grow, and there’s no downside to implementing now. Early adopters gain a competitive trust advantage. Also, even if a client doesn’t show the logo, having DMARC in place still improves security everywhere.

 

• Challenge: Cross-department coordination. Effective email authentication isn’t purely an IT issue – it spans security, IT ops, marketing (for BIMI), and even legal (for trademark and VMC).
• Solution: Form a small task force for the project with representatives from each stakeholder group. Executives should sponsor this effort, making it clear that preventing brand impersonation is a top priority. Set clear goals (e.g., “DMARC enforcement by Q2” or “BIMI live by end of year”) and track progress. When everyone understands both the security importance and the branding benefits, teams are more likely to collaborate smoothly. Celebrate milestones (like reaching DMARC reject policy) to maintain momentum and awareness.

By addressing these challenges head-on, AmbiSure has helped organizations avoid common pitfalls and ensure their DMARC and BIMI deployments succeed. Many companies before you, have gone through this journey with AmbiSure – and the path is well documented. With the right planning and support, the technical and organizational hurdles are very much surmountable.