Challenge: Scattered brand management guidelines, tools, and accessibility
In an effort to manage their brand in real-time and engage with customers in a personalized way across a growing number of platforms and touchpoints, marketers have deployed countless resources. Most brands have style guides and brand guidelines — but they’re often static and stored in ways that make it hard for the appropriate parties to access them. Even editable templates often get stored and copied over in various formats.
To make matters worse, approval processes to confirm brand compliance are often complex and/or unrefined. And as external stakeholders like press and partners need access to certain branded assets, the matter gets even more complicated.
Ultimately, yesterday’s brand management tools often fall short of meeting today’s brand management demands.
Solution: a flexible, smart brand management platform
Monolithic, static brand portals need to give way to more agile ones that simultaneously support collaboration, creativity, and compliance with brand guidelines. Fortunately, a new evolution of brand management platforms is emerging.
The importance of brand management has been at the forefront for marketers since the beginning. But that doesn’t mean we have to turn to outdated tools and processes.
A smart brand management tool can:
- Automate touchpoints at scale
- Integrate a digital design system that connects users to brand-approved assets
- Ensure access to and compliance with brand guidelines for all internal and external stakeholders
- Allow those brand guidelines to be updated by the appropriate parties
- Include user-friendly, easy-to-follow, flexible approval processes
- Be fun to use
If your brand management tool isn’t giving you all of that, it might be time to explore an upgrade.
