Maintaining a brand identity is a crucial part of your overall brand building and brand voice. By maintaining your brand experience through brand management, marketers build a successful brand, increase brand value, and attract loyal customers who feel connected to your brand creating a sense of brand loyalty.
Branding and brand Management is a critical priority for marketers who must ensure every touchpoint with a prospect or customer strikes brand consistency. Since content is often the first impression a customer has with your organization, all assets must reflect your brand experience in a cohesive way.
Brand management is the process of setting a standard marketing practice and providing guidance for anyone developing branded marketing collateral, both internally and externally. Stakeholders here include vendor partners, printers, or agencies acting as brand and marketing extensions of your department. Brand management is a discipline that matters for anyone who represents your brand on any channel, including email, social media, print media, signage, and more.
Marketers who struggle to manage this task and follow brand guidelines risk the integrity of their brand equity and promise in the context of the market. Brand management software helps an organization manage their brand globally and market locally while ensuring 100% brand control.
The fundamental purpose of brand management software is to build and protect your brand across all the channels used to reach and engage with customers, prospects, and partners. Unlike internally-developed processes and systems, brand management software is a unique class of content management technology built especially for the challenges facing marketers and brand managers.
From Gleanster’s Guide to Content Management Technologies:
Marketers have unique and succinct needs when it comes to content management, but organizations are increasingly finding it difficult to manage the chaos of multi-channel content production with organically developed processes (and disparate technologies) that often fail to optimize marketing efficiency or effectiveness.
Brand management tools like cloud-based software help marketers manage content creation, campaigns, and execution, especially within large, distributed teams who are using an array of online and offline channels. To manage that complexity, one key component of this technology is how it scales as part of globally distributed teams and requirements. Often, it’s used by large enterprise back-office marketing operations to keep the content management engine running, ensuring consistent brand assets and marketing materials are produced.
Brand management software provides a solid foundation for everyone in an organization to communicate a brand’s product or service across any channel, on-brand, and in a compliant way. It serves three distinct purposes:
A variety of industries rely on brand management software to access, customize, and distribute their marketing content, including:
Brand and asset management software may be one of many marketing tools available to a brand manager, but when every customer expects a cohesive, unified experience, it’s clear why this has become a critical priority for organizations. The need for a solidified brand strategy can’t be overlooked. That’s why a management solution like a brand portal or platform is the perfect option when it comes to choosing asset management software so that you can execute effective marketing campaigns and maintain your brand reputation.
To learn more about the importance of brand management and how software solutions can help, click here.