Optimising brand management processes requires tools that allow seamless collaboration and uninterrupted working. A Digital Asset Management (DAM – a singular interface that makes it easy to search for and share files, photos, and other branded materials), for example, can help with these document management issues. It acts as a comprehensive media library where brand assets and guidelines for their usage can be centrally stored and automatically updated. Essentially, a DAM reduces repetitive tasks, removes collaboration barriers, and makes sure everyone is using the most up-to-date version of all brand assets.
Other brand technology tools are also designed to help improve the speed and efficiency with which branded assets can be created, reducing the need to create materials anew to meet increasingly diverse platform requirements.
2. Greater brand consistency
The use and distribution of brand assets do not start and end with marketing and creative teams. Everyone in the organisation distributes brand assets in one way or another — most predominantly through email communications — and it is so much easier to stray from correct usage without a tool that helps all users stay on-brand. Investing in the right brand tech tools is also about ensuring brand consistency.
For example, VIM Group recently worked with a multinational company operating several commercial brands across more than 100 global sites. This company had nearly 500 versions of the same global email signature, creating a fragmented impression before VIM Group introduced and implemented a template management system. Centralising the creation and management of these branded materials has helped the company to unify its digital signatures and create a more cohesive identity.
Besides templating solutions, smart guidelines and education & training software can also help ensure consistency across all touchpoints. These tools provide brand teams and collaborators with the most up-to-date information on using their existing assets and code blocks that help them create new ones. This means that no matter the touchpoint or collaborator, anyone with access to the guidelines and education software can create brand assets and materials consistent with the brand’s guidelines.
Consistency in branding does more than just make your brand look good. A Demand Metric study on the financial impact of branding shows that brands with more consistent brand outputs enjoy better visibility, which, in turn, results in an increase in revenue. In fact, the study finds a 23% jump in revenues for brands that present themselves with better consistency.
3. Reduced cost of brand asset production
Creating every new brand asset from scratch, repetitive manual tasks, and working across multiple platforms on the same branded material can needlessly increase the cost of producing assets. Using tools that automate content creation and centralise media resources and guidelines helps cut back unnecessary internal and external costs associated with content production — from streamlining the process to increasing the reuse of branded assets.