Brand managers need to become more like community or relationship managers who engage internal stakeholders to influence brand development, rather than implementing a rule book.
By engaging all relevant stakeholders, canvasing their opinion and making brand development collaborative, the entire organisation is better prepared and enthused to implement the brand effectively – even across a complex multinational company.
2. Manage your assets in the right way
Sometimes referred to as a central brand portal, a brand asset management system (BAM or DAM) will help the organisation coordinate brand usage guides, design principles, imagery and assets. Popular examples include Bynder and Frontify. Best practice in brand governance is focused on organisation, so a well-organised and consistently implemented portal can create efficiencies of cost, time and brand performance.
Many organisations have already adopted solutions that are scalable and efficient. Ultimately there’s no one-size-fits-all approach, so organisations must find the right product for their industry and business model. Whatever your approach or product, it’s important to continually update and refresh the BAM’s contents to maximise your return on investment. A consistent pipeline of new assets and visual identity improvements should be matched by regular face-to-face conversations with stakeholders to canvas their opinions and needs for new content creation.
3. Adopt templates
With a BAM/DAM in place, the organisation has an opportunity through most portals to create templates that save on time and resources. Presentations, posters, business cards, banner ads and brochures can all be designed for both offline and online use and when seeding new collateral to regional markets. The template can ‘lock’ certain brand elements while leaving main copy and calls-to-action ‘unlocked’.