Establish why you need a new brand management system
You have your reasons for needing a brand management system, but no one will use your system if they don’t see the utility value. Sending an email with information that a new system is on its way is in other words, not the way to go.
You need to establish a clear statement on why there is a need to for a brand management system to ensure that everyone sees the value. Thus being motivated to actually start using the system once it is launched.
One purpose of a brand management system is to make everyone’s working day easier and more efficient. As such, the system is not only created for the marketing department and their needs. If you establish a common ground for this, your colleagues will follow your lead and they will look forward to the launch.
Highlight arguments such as
A brand management system is time saving: A large challenge for many companies that doesn’t have a brand management system is the time that is wasted on searching for files and other marketing material, or to wait for the marketing department to deliver requested material. An unnecessary time thief that is easily avoidable.
All employees get more flexibility: With for example proper technology for design templates, all employees can create their own material, without involving the designers. Your company avoids the traditional bottlenecks. Instead, everyone is self-serviced without breaking the brand profile.
The brand stands stronger: A proper system ensures that the overall brand development is more solid. An online brand book makes sure brand guidelines are always available and updated, and associated brand assets are connected for user-friendliness. Achieving brand consistency has never been easier.
Secures safe and appropriate storage – in one location: Nothing is more annoying than searching for files when you need them. Only to top it off with the search resulting in nothing because the file you needed doesn't exist anymore. With everything collected in one platform, availability and seamless workflows are at ease.
Work long-term: With the right brand management system your marketing team can have a more strategic brand development approach. You get more structure, and you avoid the typical ad hoc tasks and “firefighting” that typically occurs in the marketing department.
Keep in mind, one of the main goals with a brand management system is to push branding processes forward, beneficially, and long-term, and align the brand development with strategies and goals. Also, the system will make workdays easier and more efficient. Get that communicated and understood, and the implementation will be a breeze.
If you need more good reasons why you need a brand management system, have a look at this article called: You know you need a brand management system when…
Be a lead ambassador
Once you have presented the reason for needing a system, it’s time to lead the project in the right direction. To ensure a solid internal establishment and secure usage, you need a project lead ambassador. It is excellent that you have the “why” in place, but you can’t stop there.
You need to own the project and lead by a perfect example. There is simply no use in demanding anyone to embrace a new system, if you are not setting the standard yourself.
Become a system expert
Adopt the technology and become an expert. For your company to understand the user-value you need to understand how everything works.
It’s important to know that in the beginning, there will be challenges for your users and nothing is more frustrating than not understanding how the system works. This will lead to annoyance and the employees may potentially build up a system resistance.
Make sure it is as frictionless as possible by being a system expert. You don’t have to own that role alone, select more key persons who can learn the system and, and establish a team. Make sure to establish content ownership. Look for superusers that are natural key persons – e.g., Communication manager, Campaign manager and Designers. Everyone needs access and ownership to operate the system.
Also read: Build a home for your brand with BrandMaster
Structure your implementation plan and training
People are usually creatures of habit. So, initiating something new may be worrying. With a structured plan, where the employees are included, and there are controlled expectations, you are well on the way to a smooth implementation. With you, or more system experts by your side, a thorough training phase will also relieve potential friction.
Also read: This is how Brand HUB streamlines your day
As mentioned earlier, it can be overwhelming implementing new systems. The points in this piece ensure a smoother implementation when you hit start!
When you go live with your new brand management system it is important that you have made an effort in advance to secure maximum usage as intended. Make sure all assets and marketing collateral is ready for use in the system. Certify that it is on brand. Also make sure design templates are ready for use. Establish a good first impression and your colleagues will rely on the system to deliver as promised. The chances for reuse are huge.
Remember that you are also the lead ambassador during implementation, be available and make sure you or any of your system experts are there for support. There you have it, four reasons how to implement a brand management system.