So how do you ensure a strong structure for your brand and marketing assets?
When your brand is disregarded
It is now more important than ever to have complete control of your brand, particularly considering how new technology continuously influences any marketers’ daily operations. Nonetheless, as a marketer you probably recognize that the challenges of keeping up with new technology, executing on activities, producing material and content, keeping your company updated and analyzing your performance – are all extremely time consuming.
Sometimes it might even feel like an insoluble task to find the time to execute proper brand management. Brand building is disregarded and rarely at the center of your attention.
Also read: Management requirements - how to meet them
Know your market
Consumer behaviour has changed significantly and research is now conducted before making a purchase. According to a study, 81% of us operate like this, if we are to believe the research.
This contributes to brand building being extremely important, as well as staying ahead of time. With that in mind, you must have a brand that is not only adaptable, but be present in multiple channels, accustomed to changing customer behaviour and one that ensures brand consistency.
From chaotic to a structured brand management solution
Meeting today’s challenges requires complete control of your brand and digital assets. A system that slips through the cracks will not be of any value. With a solid brand management solution you will always have control of your brand and digital assets, and you will no longer have to face untidiness and unnecessary lost time.
Just think about how much time you’ve spent replying to emails or phone requests, or how much time is lost looking for files and assets. A marketer spends an average of 16 times a day looking for assets with 35% of them not being able to find what they looking for.
Time and resources spent is one thing, but without a solid brand management system your organization is putting the brand guidelines at risk and being outstretched over time. Marketers are creative people, if they can’t access assets it won’t take long before they start to recreate them, which in-turn could harm your brand.
Here are some tips on how your system should work:
- All digital assets and marketing material must be available for adaption and download. The system should also be prepared for pre-defined file types, formats and content adjustments.
- The system must be structured for everyone, allowing assets to be available, be-up-to-date and optimized at all times.
- The system should be automated, and provide you with the control you need, avoiding last minute changes. Your system should also minimize time consumption so that your organization can go on autopilot and you can be rest assured that your brand is always aligned with your guidelines.
Are you ready to clean up your mess and take full control of your brand?