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Why Brand Management Matters

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

We live in a world of complexity, one that has changed the way our consumers 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 media, print, or otherwise.

The #1 reason organizations struggle with multi-channel communications is poor content and brand asset 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 equity and integrity or making legal/regulatory guideline mistakes.

What is Brand Management?

In marketing, brand management is the analysis and planning on how that brand is perceived in the market.

With so many people using the brand to communicate services to consumers across so many channels, it’s imperative to have a good foundation with clear brand guidelines. Brand managers are responsible for setting standards and providing guidance for anyone developing marketing 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 and your brand image.

Why Brand Management Matters

Brand integrity.

Brand management, ultimately, is a powerful component of strategic communications at any company, 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. Strategic brand management empowers teams to have easy access to the latest branded and approved marketing materials, while maintaining full brand compliance.

Reduced external expenses.

Whether a flyer, a poster, an email campaign, or a Powerpoint presentation, 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 image, 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 and strong brand management system dramatically enhanced brand performance.” Another found 2-3 times higher local company revenue in organizations who implemented Marketing Asset Management technology, as well as a 75% reduction in local agency costs.

Strategic brand management in action:

Rather than bog down individuals with one-off requests, at nonprofit Orlando Health, teams are empowered with MarcomCentral’s brand management software to find and use brand consistent material throughout the organization.

Discover how to build your brand, maintain brand consistency, and strengthen brand equity with MarcomCentral like Orlando Health. View the webinar recording