Maintaining brand identity is critical to overall brand building and corporate voice development. By delivering a consistent experience through brand management, you build a successful identity, increase market recognition and attract loyal customers who feel connected to your brand, creating a sense of loyalty.
Branding and brand management is a critical priority for marketers, who must ensure that every touchpoint with a prospect or customer matches their brand expectations. This important task is not easy to accomplish without additional help. Fortunately, brand management software can help marketing teams manage this process.
Since content is often the first impression a customer has of your organization, all assets must cohesively reflect the brand experience. A powerful brand management platform can help with this.
What is Brand Management?
An important part of starting any successful business is building your brand. Your brand is a combination of concrete and abstract elements that uniquely identify your company and differentiate it from your competitors. It includes:
- Visuals like your logo and color scheme
- Clever phrases and slogans that connect with your brand
- The tone you adopt in your content
- Any mascots or spokespeople you adopt
- The customers you are targeting
Even where you choose to do your marketing reflects your brand. For example, a company that focuses its social media presence on TikTok is likely to have a much different branding than a LinkedIn-focused company.
Once you’ve established your brand identity, you need to ensure that everything your company does is consistent with that identity. This consideration includes your social media content, website design, blog posts, engagement, email marketing and more. The process of doing all this coordination is known as brand management.
It’s not hard to see how challenging this can be if you have a large marketing team with multiple people creating content, employ a significant number of customer-facing staff who also need to maintain brand consistency, or outsource marketing and advertising to a third party. – party agency.
Unfortunately, as difficult as this task may be, it is absolutely necessary. Brand inconsistency can turn off customers and make your company lack authenticity.
This ability is why marketing teams often rely on brand management software to help automate some of these processes. By implementing a brand management platform, marketing leaders can maintain their ability to ensure that they present themselves positively to potential customers.
What is brand management software?
Brand management software is a technology that enables companies to more efficiently create, maintain and distribute brand resources and assets across multiple platforms, channels and departments.
The best way to approach brand management is to create a system of policies, procedures and best practices. These should set standards and guidelines for branding and give anyone who communicates with the public or creates publicly accessible content clear instructions on what to do.
This approach will also include quality assurance procedures that are followed before any content is made available for public consumption.
A brand management platform does this by offering a centralized location to store and maintain brand assets. These will be accessible to all employees responsible for communication with customers and potential customers.
Assets that can be stored and organized within brand management software can include:
Brand Statements and Guidelines
- Principles of branding
- Digital images
- Sheet specifications
- Channel-specific documents
Any means that can be useful to ensure brand coherence, consistency and impact should be included in your brand management efforts.
What does a brand management platform do?
There are many tasks involved in brand management. Your brand management platform gives you a single place to do all of these things.
For example, brand managers can use the platform to upload new resources and policy documents, or to remove items that may no longer align with the company’s brand. Content creators will be able to access the brand management platform to read branding guidelines or download assets to use in their content.
For large businesses with multiple sales channels and locations, brand management software makes it easy to create relevant content and distribute it across all platforms and partners quickly with minimal barriers.
Why is Brand Management Software Important in 2022?
In the past, each brand was responsible for managing communication and engagement through only one or at most two digital platforms. Even when they added pay-per-click campaigns to it, managing the brand was relatively simple. Now your company can produce content or communications that appear on:
- Your company website
- Another online publication
- Tik Tok
- Various messenger apps
It can be nearly impossible to keep up with the content demands of all of these channels, let alone ensure that all content in these channels adheres to your company’s brand policies.
This compliance is where a brand management platform can be used to help your marketing team achieve the brand goals they have set.
At the same time, it also simplifies and automates the work of brand management, leaving team members with more time and space to devote to other critical activities, such as creating marketing strategies, creating content and reaching your target audience.
Brand Management Software Vs. Digital asset management
If you’re familiar with digital asset management (DAM), you probably see some similarities between it and brand management. Your assumptions are correct. Both involve digital asset management. However, there is a significant difference between them.
Brand management software focuses only on assets and guidelines directly related to a company’s branding. Digital asset management, on the other hand, involves managing and accessing all the digital assets your business owns.
What types of companies use brand management platforms
Brand management software can be a valuable marketing tool for businesses in a variety of verticals. Any company that cares about presenting a consistent, authentic brand identity will see the value of a brand management platform soon after implementation.
Digital brand management is useful for any business, but it’s especially valuable for organizations that engage with audiences across multiple channels with a robust content offering. Technology, financial and banking, manufacturing, retail, e-learning and healthcare companies use brand management software.