5. Utilise a digital asset database
The brand guidelines era is in the past. Now, the way to create a comprehensive brand experience is to identify which elements (assets) are core and to develop these for use across all channels and touch points. This is typically a project management – and software-led task – an encompassing brand asset library to act as the ‘Lego bricks’ that build your identity and brand experience. It’s no longer enough for a brand to be coherent, it also needs to be dynamic and fluid.
6. Content is where the heart is
Without content, knowing what your brand stands for and how to express it to the world, your brand won’t function. Our vision is that content management should be an in-house task. The ability to create relevant, agile content starts with knowing your organisation inside out. Building a Brand Ambassador network to harness and polish the pearls of wisdom that exist is key in its distribution to the wider community.
7. Brand governance is more important than ever
As I mentioned before, the main approach has shifted from consistency to coherency. No longer can you control processes by (attempting) to police them – people don’t want to be policed anyway. They want to be equipped, informed and enabled to work with an organisation’s brand, both internally and externally. As a result, properly considering how your brand governance is set up is crucial. It means assessing where you want to be in the balance between policy and community thinking to manage your future brand governance.
8. Think mobile, first
Your starting point is not the PC or the Mac. It’s the 5-ish inch screen that fits in your pocket; the device you have by your side, 24-hours a day. To think that you can tackle brand challenges from the PC down to mobile is putting the cart before the horse – yet this is what we’re seeing in almost any organisation. It requires a paradigm shift and is a psychological challenge, as most decision makers have not grown up with mobile.
As always, I’m happy to discuss or engage on any of these topics, and we have a host of other insights that we can share on this subject. Thanks for reading!