In today’s digital world, attention is precious, and unless your brand is instantly recognisable and memorable, it risks being lost in the crowd. With so much competition to create and maintain an iconic brand, it is important for your company to consider how you are managing your brand assets, and to ensure that your enterprise has the tools to enable its brand teams to succeed.
In this article, we look at five reasons why your business could benefit from a quality brand management software solution.
What is brand management software?
Brand management software is designed to help businesses create and coordinate high quality brand experiences. A good brand management solution enables you to provide stylish and consistent customer interactions while empowering your staff with creative tools and clear brand guidelines. It also helps you plan and monitor effective brand marketing campaigns – all while adding to your brand’s integrity and ability to make a lasting impact.
Here are 5 different ways a brand management platform can help you reach your growth goals.
1. Building customer trust and brand equity
Customers trust brands that present as consistent, coherent, and well thought through. Often, the sign of a truly great brand is that we recognise it – whether in physical locations, advertisements or on social media – without even needing to see a name, logo or product. These brands generate huge revenue and are usually “household names”. Why? Brand equity.
Brand equity is the perceived value and influence a brand has in its customers’ minds, accounting for factors like reputation, how recognisable the brand is, and long term customer loyalty. Put simply, customers trust brands that are familiar, consistent, and form part of the fabric of everyday life.
A brand management software solution gives your company all it needs to maximise the customer experience. It enables you to plan and deliver high quality brand campaigns, while minimising the communication bottlenecks and workflow inefficiencies that lead to incoherent strategies, out-of-date messaging and unidentified discrepancies. Whether we like it or not, we all judge books by their covers. Brand management software ensures that your customers are satisfied every time they interact with the brand.
2. Establishing brand security and integrity
Once a brand is active, it’s a constant challenge for marketing teams and managers to ensure the rest of the business understands the brand strategy, adheres to the brand guidelines, and keeps up to date with the latest modifications to brand assets. Even in a small company, it’s hard to maintain brand consistency when staff are busy juggling tasks and chasing important deadlines. In a large enterprise spanning multiple regions, languages and verticals it’s an even greater challenge.
Brand management software provides a central hub for brand assets, guidelines and updates, ensuring that staff are only interacting with the latest published versions. Custom controls and user access permissions ensure that every member of staff can instantly access and use the materials that they need, while preventing the circulation of out-of-date brand messaging and assets in emails, .pdf documents and virtual drives.
Prior to brand management tools, teams simply lacked the capabilities to establish dependable workflows, publish updates and monitor usage patterns. With a brand management solution, you can be sure that every time your staff are using brand assets, they are aligned with your overall brand strategy.
3. Improving workflow efficiency
We all know that in business, efficiency is the key to productivity. A great brand management software will dramatically reduce the amount of time staff spend rooting around through emails and file directories for brand assets, or creating them when they cannot find the ones they need. A Digital Asset Management system, with clear brand asset categorisation, search functions, and templates, will provide your people with everything they need to produce the assets they need, when they need them.
The same goes for brand team members and managers, who spend large portions of their working hours reviewing assets and materials to ensure they align with the overall brand identity and guidelines. Rather than leaving these review processes to long email chains, ad-hoc meetings, and other back alleys, a brand management solution can be cost effective too, as it provides all the tools and dashboards for staff to manage brand materials in an all-in-one platform designed to make operations slicker and easier to execute.
4. Empowering your people with brand ownership
Today’s employees value participation and meaning. They want to work in businesses that provide opportunities for creativity and pathways for learning and growth. They are not isolated economic agents – they want to belong.
Brand management software opens up organisation-wide sharing cultures, where employees are not passive users of brand materials but active owners and participants in their production. Using the most innovative tools, your people can use brand templates aligned to guidelines, edit them based on their needs, and keep them on the brand platform for other users to explore and rework. Teamwork and collaborations can be streamlined, with staff interacting via the brand marketing platform and motivated to create great brand experiences for customers.
Teams can also quickly access training and guidance for correctly maintaining brand consistency, and can participate in the creation of quality, market-ready brand assets – without needing to learn complex design skills and install expensive creative suites. With great internal branding processes, employees quickly become brand ambassadors, enjoying innovative brand usage and championing well-executed campaigns.
5. Enhancing marketing strategies
In the digital environment, organisations can coordinate and integrate their activities like never before, leading to real brand recognition and lasting competitive advantage. However, it is just as possible to leave teams and decision makers working from different information sources and platforms, effective collaboration and strategic brand management near-impossible.
Brand management software gives your company the measurements and the levers to coordinate brand campaigns and strategies in real-time, learning and improving along the way while ensuring the entire business is up-to-date with changes and developments. Via the central brand platform, decision makers can access accurate insights into how specific campaigns are performing and how staff and customers are interacting, and can make effective tweaks and changes in light of new knowledge, market shifts, and over- and underperforming brand assets.
Discover the all-in-one brand management platform
In this article we looked at 5 reasons why brand management software is essential for a modern brand. Investing in quality brand management software is essential in today’s digital landscape, not only for maintaining brand integrity and coherence but also for creating thriving working cultures and customer relationships.
If you are interested in learning more about brand management solutions with Papirfly, discover our all in one brand management platform.