To strengthen your brand management it is sensible to look for a system that allows you to collect all your digital assets, brand activities and guidelines – in one single place. The system should also enable sharing and distribution of all brand assets, marketing and communication to ensure you maintain a consistent brand identity.
When your brand guidelines are ignored it may harm your brand and company reputation.
Avoid this by choosing a system that allows your colleagues to easily understand and use your brand guidelines. Let's take a look at the essentials for choosing your brand system.
Ensure full system control
For a system to enable responsible brand management, it is important that it provides you with the control you need. For instance, making sure that old and outdated brand assets aren't being used is essential for your brand consistency, and it can be harmful if it gets out of control. A proper brand system provides the control you need to secure your brand identity. You should look for features such as:
With a cloud solution key personnel in your company will have immediate access to everything about your brand. This provides great advantages for flexible workflows, which is both time saving and reduces the risk of employees becoming frustrated. Make sure the solution also stores everything in one place.
Your company probably has a large amount of brand assets associated with your brand. If these are stored on various hard drives and computers it will quickly consume a lot of time searching for assets. Requests for needed assets, that are asked for because they could not be found anywhere, can easily be avoided by having a proper brand system in place. By managing your assets and connecting them to your brand guidelines in one single place, you kill two birds with one stone.
Systematised and user friendly
The brand system should be intuitive and include self-explained navigation that guides your users from start to end, making sure they find what they need, creates, educates, and use appropriate material. It should also contain advantageous search functionality that allow your users to search for content, regardless of file format or file type.
There is little help in having an online solution if all you do is dumping your files into a huge folder without structure. It is important to look for a system that provides structure, preferably a system that can locate assets with the help of metadata and categorisation. The system should also accept all filetypes and provide preview functionality.
Make it impossible to thrash your brand guidelines. Look for a system that provides easy administration and access level, it needs to be easy to update your brand, assets and marketing material. That way you can rest assured that the material in use is aligned with your brand guidelines and always updated.
Present your brand online
A respectable brand system should be transparent and include the flexibility necessary to establish a solution that reflects your brand and user needs in your company. This allows you the opportunity to communicate your brand identity and strategy with efficiency.
A brand needs to be dynamic. It changes with time. To ensure that your brand is keeping up, you need a solution that allows you to change on the go and has the capabilities meant for exactly – “brand guidelines”. Look for a solution that includes:
Colour swatches – import your colour palette from an image or create a colour palette from scratch with simplicity and make sure everyone has access to correct brand colours.
Type face – created for easy making of font rules without manual adaption.
Code library – Make sure everyone has the guidelines they need to secure your brand looking the same across all platforms, also the digital ones.
Drag and drop – not necessarily what you absolutely need, but it makes the task of producing pages easy. Just move your content as you please.
DAM collection and structure – make sure you have full flexibility of how you present your digital assets.
Template technology – with online templates you enable your colleagues to easily create own material without breaking your brand identity.
Calendar – Allowing you to easily coordinate your marketing activities. Make sure everyone knows your agenda, that correct material and information is available for execution as intended. A calendar supports your need to have control, in real-time and ahead.
Continuous inefficient methods of working is a huge challenge when it comes to branding and required actions. It is important that you find a system that contributes to time savings and increases efficiency. A proper brand system will allow you to organize and have control of your brand management, and simultaneously allow automation for appropriate workflows.
Increased availability makes sure your material associated with your brand is used as intended, aligned with your brand guidelines. In parallel, company efficiency will also get a boost.
Digitalisation and automation
Digitalisation and automation are still hot focus areas for many industries. Nevertheless, there are still many marketers who are unaware of the benefits your branding can benefit from.
Thinking this can be done with a standard CMS solution is easy, however a brand system will focus on your brand and marketing needs. Look for a solution that prioritise your needs and facilitate brand management easy and seamless. Establish self-service and rest assure that your brand is always supported by your brand guidelines. It is wise looking for a system that allow you to grow with your needs, so do not limit your options from the start.