A brand portal’s power can’t be understated. It’s a game-changer for not only your brand, but for you and your teams – but that’s only when you fully understand what you’re signing up for.
It won’t transport you to another galaxy, but this kind of portal will take your brand to places it has never been before.
There are hundreds, possibly thousands of brand portals available. It’s a saturated market and the term ‘brand portal’ alone is interpreted in many different ways, delivering many contrasting solutions.
The problem is that they’ve been developed by teams from all different backgrounds, solving different pain points and problems – which leaves you with an overwhelming amount of choice but not a lot of context or clarity.
In this article, we aim to help you understand the core features of every solid brand portal, what it should help you achieve day-to-day and how it can propel your brand long term. Lastly, we’ll help you navigate and narrow down your choices.
What is a brand portal and what does it do?
At its most basic level, a brand portal is a digital home for your brand. Many give you access to brand assets, videos, guidelines and campaign materials. It allows employees, agencies, suppliers and whoever else needs access to log in and get what they need, when they need it, without having to interrupt anyone else.
This is still an accurate description of many brand portals that exist. But there are many vendors taking this to a new level, and redefining what a brand portal is and should be.
The trouble with the traditional definition is that it only solves one of many brand problems. A comprehensive brand portal should give teams the ability to create and edit assets, as well as access them.
Otherwise, there’s still a great disconnect between what’s being produced and what’s available. There’s no true oversight or assurance of brand consistency, and mistakes can only be noticed once the files are uploaded.
What features should a brand portal have?
Brand portals like BAM by Papirfly™ are being continually updated and invested in, so it can be hard to know what you should be looking for in terms of features. We’re proud to say our core product allows for the vast majority of features to be accessed, with very few module upgrades available.
Here’s the list of features you should be looking for in your next brand portal:
An easy-to-use, customisable dashboard or ‘homepage’
Tailored login credentials, so that certain individuals or companies only have access to what they need
A built-in, intuitive Digital Asset Management (DAM) system to organise and locate files and assets easily – with tagging functionality, as well as the ability to download in different file formats
Dedicated education section for brand assets, guidelines, usage and more to educate teams on the wider brand consistency mission and reduce internal requests
Intelligent design studio integrated into the portal, with guaranteed on-brand digital, print, social, video and email templates that can be created from scratch, edited or translated and adapted for other sub-brands, languages and regions
Campaign planning tools and timelines where campaign materials can also be easily accessed – with the option to discontinue asset availability once campaigns have finished
How will a brand portal make your life easier?
Aside from giving you a centralised place for your content production and brand management, it will also give teams a direct way to get the assets they need. They can create and edit anything themselves, while you are assured your brand guidelines are always adhered to.
This means no waiting around for agencies or third-party suppliers; teams can go to market quickly and you’re not bombarded with requests.
Wider than this, everything your brand produces will be on-brand and consistent, helping to create a more unified approach to marketing and communications. A brand that’s presented consistently tends to generate 23% more revenue.
Budget will be saved by reducing agency spending. Time will be saved by having a single place to go to for files and creation of assets. Teams will be more productive and deliver more in less time.
There are very few (if any) downsides to implementing a brand portal. The benefits extend far beyond just being able to deliver more day-to-day – it has an incredible positive impact on the wider brand and business.
Making an informed choice
We’ve compiled a list of key questions to help you select the brand portal that’s right for you.
- Are big, reputable brands using the portal?
- How many active users do they have globally?
- Can the company demonstrate reviews and detailed case studies (preferably video)?
- How many years has the company been established?
- How many employees does the company have? (this will help you to establish the level of customer service you can expect)
- Are the pricing and package levels transparent?
- Was the demo useful and informative?
- Are the sales and customer service representatives knowledgeable?
- Is there a set roadmap for updates over the next year?
Could BAM by Papirfly™ be your next brand portal?
We’re proud of the brand portal we created back in 2000. We’ve had a vision for over 21 years to become the best brand portal available and help global companies reach their full potential. And we’re doing it.