Get more out of your agency with smarter brand management

No matter what you sell, whether it’s soft drinks, fashion, IT services or financial expertise, your brand is the most valuable thing your business owns. It connects your products to your identity and values ​​in a way that consumers can instantly relate to and helps buyers find you in a crowded marketplace. But it is also the most intangible. It’s no wonder, then, that brand management is often not only complicated and time-consuming, but also such a high-stakes activity.

Anyone who’s ever managed a complex global campaign knows the pain of sitting around until three in the morning, wading through your local agency thugs and wondering why Vietnam created its own version of the logo, Poland apparently redesigned approved grid and Mexico uses its own font. Why, you wonder, are they all doing this to me?

But it’s not deliberate. Brand management is simply incredibly complicated, involving hundreds of elements in different variations, used by many different branding teams and agencies in sometimes hundreds of countries. To get the most out of your brand, while maintaining your team’s sanity and making the best use of their time, flawless brand management is necessary.

A new white paper, The Essential Guide to Brand Management, examines how to make managing your brand as efficient, profitable and user-friendly as possible. The research examines the goals, processes, roles and technologies needed to make your brand management a market leader.

Many brands, the document explains, use generic cloud storage to share their brand assets among different markets and stakeholders. But it undermines the work done by companies to create brand guidelines. This introduces ambiguity and confusion about which brand assets go together and how designers should use those assets.

The alternative is to centralize the assets on a platform designed to store and share them in a structured and responsible way. By creating authoritative, yet flexible workflows, you can guide users – such as agencies and local marketing teams – to select assets that go together, then use them in a way that adheres to brand guidelines.

Using the right technology and processes also allows you to integrate approval into your brand management platform. When someone downloads assets from the sharing site, the platform notifies the relevant approver.

This makes it easy for the brand team to maintain oversight and help other stakeholders stay within the guidelines of the first release. Even on a small campaign, this means less stress, less rework and less budget wasted on repairs that should never have been needed in the first place. In a global campaign, this can massively reduce waste and have a huge impact on everyone’s efficiency and well-being.

Better brand asset management also helps brands and campaigns scale. It allows best practices and new brand assets from markets to be integrated into a centralized system, so the entire business learns from the best of what is happening in the regions. And when it’s time to grow the campaign or expand into new markets, using a collaboration platform that integrates your company’s approved guidelines into its workflows allows you to onboard new partners. and to include new local offices, without losing control. And if some teams are new and still a bit green, you can limit the editorial control you give them and increase the level of oversight, preventing them from going off-brand while they’re still learning the ropes. job.

To learn more about how Consolidated Brand Management can help you reduce costs, be more agile and improve brand results, download the free white paper at digital asset management platform Song.

Download the FREE Brand Management White Paper

Cathy W. Howerton