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Managing multiple products and brands can be incredibly challenging – especially for the fast-moving consumer goods industry.
Sharing digital content seamlessly is not always easy. However, it’s very important when it comes to expressing your brand values to the world. This coherent marketing message helps to create a positive connection with your audience.
Here are our most important tips for smart brand management in the FMCG industry.
1. Start with a strong, centralised strategy
Visual content is more important than ever these days. Your customers are scrolling through a newsfeed filled with endless images competing for their attention. It has become harder and harder to catch their eye and persuade them to take action.
One of the best ways to rise above the noise is to create consistency in your visual brand. This means thinking carefully about the colour, typography and design of everything you do – and applying it to every marketing asset no matter how big or small.
Your marketing campaigns should be like spokes radiating out from a central hub – all connecting back to the original strategy.
2. Use templates to quickly create variations
Each branch of your brand shouldn’t be starting from scratch when creating marketing materials. Not only does this steal time from other tasks, it is also a threat to your brand consistency, as each marketing manager can have a different approach. Before you know it, your colleagues are becoming self-proclaimed designers and your brand is having an identity crisis. A smart template has the power to save you a lot of time when executing your central marketing efforts locally.
Flexible templates allow you to change some details while keeping the important aspects of the design the same. The templates can be deployed to anyone who is working on managing the brand, allowing for an easy workflow no matter how much you scale up. This helps to reduce the time to market, as well as costs.
The templates ensure that everything looks visually consistent. These templates can be applied to emails, print POS, social media posts, landing pages and more. Local marketers become more efficient, and the brand manager doesn’t have to worry about any of the campaigns being off-brand.
3. Keep your visuals up to date
When you update your logo, colours or other visual aspect of your brand (for example, in the event of a rebranding) you don’t want the old brand materials to still be out there. These conflicting visuals will dilute the power of your brand and confuse your audience, and your colleagues.
If digital assets are outdated, or unavailable in the format needed, your local team members may have to use their own creative attempts. And let’s face it, in most cases, this is more detrimental than anything. It’s important to keep your visuals up to date by taking control of all brand management assets across the entire organisation in one platform.
Keep all artwork and logos up to date in a centralised bank. That means these materials are available to your marketing teams and the wider organisation, no matter their location. Whether your team is split across different office locations or working remotely, a centralised, online bank will make sure that everyone can access important brand assets anywhere, at any time.
Whenever a visual is updated, you can use tools that will make the older images expire and disappear to end users but still have them securely stored for that all-important audit trail.
4. Use reporting to measure progress
You can’t improve what you don’t measure. That’s why it’s so important to use reporting features to get in-depth information about how your brand is performing.
There are a number of different reports you can access in Papirfly’s data analytics tools, including data on usage and distribution that will show you how marketing efforts affect sales.
You can track which brand and marketing assets are downloaded and shared, and see which pages and items are the most popular. You’ll even be able to see which items generate the most orders per year, quarter or month – as well as the items that stay on the shelf.
Need help managing your brand?
With the right brand management strategies, you can create a consistent and powerful brand that will resonate with your audience.
If you would like to learn more on how Papirfly can help to manage your brand, get in touch now.
