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6 Components of Strong Brand Asset Management in Healthcare Organizations

By: Leila Rayburn, Sr. Marketing Content Manager, 3/21/17

6 components of strong brand management

Brand asset management matters in every healthcare organization. It is a powerful component of strategic communications, established to ensure the integrity of your company’s image and promise in the context of the market.

Its fundamental purpose is to build and protect your brand.

Strong brand management is brought to life at MarcomCentral customer Orlando Health, a healthcare organization that services 2 million residents in 4 countries.

With 15,000 employees, vendors, and partners representing this brand, opportunities for brand erosion are frequent. But, as evidenced in this on-demand webinar, the company takes steps to ensure their materials are managed properly and their brand identity remains intact.

“Our core goals are to communicate, protect, and build the brand,” stated Rod James, Brand Manager, Strategic Communications, Orlando Health. “We want to provide the foundation and resources to ensure the integrity of the Orlando Health brands by giving our network the tools they need to be successful while ensuring the brand is protected.”

Anyone developing company materials, both internal and external, benefits from the company’s brand asset management strategy. We’ve broken this down into six key steps:

  1. Clear brand standards
    Both visual and written brand standards are important, not only for internal employees creating materials, but also for external vendors. This toolkit is available to them as a storybook about how to interact with the brand. It gives them the tools they need to create marketing as if it was developed in-house.
  2. Brand guidelines
    A rich resource that helps marketers make making decisions around brand usage, such as how to use a logo, how to talk about the brand, and more. This brand style guide enables anyone interacting with the brand to do so in a correct manner.
  3. Logo development
    When various business units and partners need a correct logo, you don’t want them building it themselves. Orlando Health houses all marketing materials, including logo variations, in a single asset library to ensure their brand identity doesn’t become eroded over time.
  4. Brand Asset guidelines
    This covers the correct colors, imagery parameters (including what photography to use and how to crop) and content guidelines (such as copywriting style guidelines which can be just as important as logos and imagery).
  5. Ongoing agency and vendor training
    As vendors serve as extensions of the marketing department, the onus is on the company to train them and give them peace of mind. As they develop materials on the company’s behalf, there’s always danger there will be an off-brand decision made. Training is a key element of building – and protecting – this brand.
  6. Internal communications about brand changes
    Each time the brand manager and marketing team come up with something new for the brand, such as logo refinement, there is clear communication to its thousands of employees. They show them the changes and invite feedback. This not only helps to ensure brand integrity, it also fosters employee engagement and collaboration.

Use of a Brand Asset Management System 

Orlando Health uses MarcomCentral – a brand asset management solution that helps the company create and release marketing materials, while ensuring 100% brand control. Using this brand asset management software, vendors and employees of Orlando Health are able to communicate their marketing messages regardless of where they’re located (which is important as an international business).

Orlando Health is setting a great example of brand management thanks to their dedication to brand consistency, empowerment, and collaboration. Their internal teams and external partners are on-brand due to continual audits to identify and remove unapproved print and digital assets, and trainings to ensure everyone is up to speed on the latest brand changes, updates, and content.

Responsibility falls to the brand management function to drive internal adoption of approved print and digital assets, and to manage this lifeblood of content. It’s critical to make it accessible across the organization. Rather than bog down individuals with one-off requests, at Orlando Health, teams are empowered with MarcomCentral’s brand asset management tool to find and use brand consistent material in print advertisements, TV placements, social media posts, and other digital marketing initiatives.

Using our brand asset management software, marketers, vendors, and partners can find all the information they need in a single location, which allows them to execute their own marketing activities on their schedule (while still maintaining a cohesive brand identity).

What is MarcomCentral?

MarcomCentral is a premier print and marketing asset management solution designed to conquer the distribution challenges of marketers worldwide. Using our brand asset management system, users can produce custom marketing pieces from anywhere in the field.

The best part? There’s no room for rogue marketing. Because all print and digital assets are 100% compliant, you won’t have to worry about your brand becoming eroded as your company grows.

Discover how to build your brand with MarcomCentral like Orlando Health. View the webinar recording