A practical example of integration in the core process: PIM
Product Information Management (PIM) systems are the spider in the web between the data coming from the ERP package, such as prices or product information, and related content such as packaging photography. All this data is then directly used in the e-commerce platform. It is an integrated digital highway, right at the core process. If a product and branded content are not actually related to each other, such as a picture of a bike on Amazon but the product is actually a laptop, then this is detrimental to conversion. Wouldn’t it be great if you can upload all your photography and marketing materials, and then your brand portal publishes to all digital channels including the website? That would result in the brand manager being in control of all digital brand touch points. This dream is more realistic than you might think. In addition, thanks to the explosion of digital channels, it’s now easier to maintain a consistent / coherent brand image. Maintenance of the next generation brand portal will take a lot more effort. Proper content and metadata won’t be a minor issue anymore, but crucial to well-functioning processes.
Give the users of the portal maximum support
Of course, it’s not only publishing to digital channels that matters. The design department needs the brand guidelines and photography, and sales colleagues also want to use the best photography in their PowerPoint presentations to impress their prospective clients. Are these groups actively involved in the brand portal? What content do they need exactly? By creating user personas, you can easily map the content needs of your target groups and you can ensure that everything is relevant for both your internal and external audiences. To facilitate these user groups, the content and the metadata need to be kept well up to date, otherwise users won’t be able to find what they’re looking for in the brand portal.
The brand portal contributes to a stronger brand
The brand strategy is fully integrated into the organisation when the brand portal is anchored into the core processes. As a direct result, the (digital) touch points will always be on-brand – saving time and money for colleagues who use the brand. In short, a well-executed brand portal contributes to a stronger brand.
To learn more about how digital solutions can benefit your brand, get in touch with one of our specialists, or read more here.