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Why Brand Management Matters

By: Leslie Pinkerton, Marketing Content Manager, 3/13/17

Brand management is at the root of all brand-building efforts. At MarcomCentral, brand management is at the very heart of what we do.

We live in a world of complexity, one that has changed the way our buyers interact with our brand from one or two touch points, to several. This multi-channel approach has also increased the complexity of managing a brand across each of these distinct platforms, whether email, social, print, or otherwise.

The #1 reason organizations struggle with multi-channel communications is poor content management. As a brand manager, you want every employee in your organization using approved, on-brand, compliant materials, because if they don’t, they risk your brand integrity or making legal/regulatory guideline mistakes.

What is Brand Management?

With so many people using the brand to communicate services across so many channels, it’s imperative to have a good foundation with clear guidelines. Brand managers are responsible for setting standards and providing guidance for anyone developing materials, both internal and external. This includes vendor partners, printers, and agencies acting as brand and marketing extensions of your department, and anyone internally who represents your brand.

Why Brand Management Matters

Brand integrity.

Brand management, ultimately, is a powerful component of strategic communications at any organization, helping to ensure the integrity of your company’s image and its brand promise in the world.

If employees, partners and clients can’t find the right marketing piece they need, they may decide to go rogue and create their own. Proper brand management empowers teams to have easy access to the latest branded and approved materials, while maintaining full brand compliance.

Reduced external expenses.

Whether a flyer, a poster, an email campaign, or a Powerpoint, brand assets are a consistent need throughout organizations, especially those with global and distributed teams. That’s quite a tall order for marketers with limited resources.

By controlling brand management through a marketing on-demand solution, marketers can facilitate a reduction in costs by improving accessibility to marketing materials, empowering customization on the fly, while increasing brand awareness. Selecting specific vendors can further control cost.

Staff productivity and reduced time-to-market.

While the fundamental purpose of brand management is to build and protect your company’s brand, executing it well can also help an organization maximize its resources and avoid waste. Workers spend 8.8 hours every week, on average, just hunting down the right information.

For example, rather than designers and writers having to develop one-off assets per request from field reps, branch offices, or franchise locations, centralized brand management can instead create focus on bigger, larger-scale, multi-use content and assets or templates that improve their efforts companywide. This allows teams to run faster, and reduce the time-to-market of their communication materials.

The Impact of Marketing Asset Management

One study conducted found that “firms possessing a well-organized brand management system dramatically enhanced brand performance.” Another found 2-3 times higher local revenue in companies who implemented Marketing Asset Management technology, as well as a 75% reduction in local agency costs.

Brand management in action:

Rather than bog down individuals with one-off requests, at nonprofit Orlando Health, teams are empowered with MarcomCentral’s solution to find and use brand consistent material throughout the organization. To see how the company realized the benefits of proper brand management, read more in this in-depth case study or watch the on-demand webinar.

One thought on “[Why Brand Management Matters]”

  1. Really interesting article. Do you have any resources for the retail industry that relate to brand management?

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