It’s no secret – in today’s business environment, reputation matters. Customers demand quality, engagement, and long term satisfaction, and the brands that can deliver succeed. But building a strong, authentic brand reputation, especially with so many competing tools and opinions on the market, is no easy feat.

In this article we will explore how brand management software can help your company create a brand reputation that stands out from the crowd and reflects the core of your mission and purpose. 

What is brand reputation management? 

In the simplest terms, brand reputation encompasses what people think, feel and know about your brand. These people include your customers, your employees, your professional partners, and others who interact with the brand, whether indirectly or directly. Brand reputation is not something simply established and then left to stand on its own – it requires constant monitoring, engagement, and adjustment. 

To manage and maintain a strong brand reputation, your company needs to ensure that what it says about itself – its history, mission, vision, culture, and priorities – align with how your brand’s visuals, messaging, and products interact with the world. 

Your teams also need to embed brand strategies, processes and workflows to ensure that as markets and values shift, the customer experience stays relevant and meaningful. All of this while still delivering consistent quality and customer service where it matters most. 

Why does brand reputation matter? 

Research consistently shows that brand reputation impacts the bottom line. For example, a recent Gartner study showed that up to 64% of customers are more willing to pay a premium price for a company’s products and services when they feel a high sense of connection with its brand. 

Another study, examining brand review sites, found that over one third of customers would only consider doing business with brands that have a rating of 4 out of 5 stars or higher. The same study found that 94% of customers had avoided a business on the basis of reading a bad review. 

In short, customers actively use both their own and public perceptions of a brand when making purchasing decisions. And in the digital environment, with so many touchpoints for engaging with your brand assets, both through your own channels and third-party platforms, every interaction could mean the difference between a happy customer and a frustrated one. 

A great brand reputation doesn’t only impact revenue and customer loyalty, however. It could also be the deciding factor in the type of talent you attract and retain. Great employees want great places to work in, and their initial brand perception will be an important factor when applying for open positions with your company. 

With so much at stake, it’s never been so important to know how to build brand awareness and brand recognition, and to have the tools to enable it. 

Crafting a strong brand reputation 

Your brand’s reputation is a core intangible asset. The first step to establishing it is defining an instantly recognisable brand identity that stands out from the crowd. This should reflect your brand’s mission, vision and goals, and encompass visuals, language usage, tone of voice, design styles, and the types of channels you engage with. 

For example, an ambitious environmentally-conscious startup, a high-end luxury lifestyle product, and an established international retailer will necessarily have very different brand marketing strategies and social media content plans. The important thing is to ensure your brand, brand collateral and marketing teams seamlessly reflect and communicate your identity. 

Once your brand identity is established, consistency is key. Every communication, every campaign, every conversation involving your brand should reflect the brand mission. Inconsistencies, miscommunications and errors all project an image of unprofessionalism and carelessness, and – unsurprisingly – are likely to drive people towards your competitors. 

A clear and unambiguous brand strategy is also a must. As world-renowned business strategy expert Richard Rumelt explains, a good strategy is not a list of high-flying ideals and value statements, but a diagnosis of a real challenge, tied to clear, coherent policies and well-defined actions and expected outcomes. 

Along these lines, a great brand strategy should inform your people exactly how and when to use brand assets, where to find brand guidelines and tools, and how to respond effectively to the unexpected. 

Underpinning brand reputation with brand management software

In order to establish and maintain your brand’s reputation, you need tools that are  fit-for-purpose. A brand management solution offers the capabilities, guidelines and training necessary to design and project a world-class brand image and execute an effective brand strategy. It also gives you everything you need to create a high-flying culture of brand advocacy, attracting and empowering great people to do great work. 

As we have seen, consistency is key in producing high quality brand marketing – repetition makes reputation. Brand management software gives you a single source of truth for your brand assets, ensuring that every time employees access brand materials, they are up to date, accurate, and in accordance with brand guidelines. 

At the same time, a shared brand platform enables flexibility and creativity, ensuring that every asset is fine-tuned to local contexts and its intended audience. Brand consistency is guaranteed, without impeding local understanding. 

Brand management tools also enable you to design, monitor, and revise workflows, improving efficiency and breaking down communication barriers and bottlenecks. Your brand strategy need not be a dusty graphic lying in a forgotten powerpoint presentation from several years ago – it can be an active system of brand guidelines and practices embedded in the very structure and design of your organisation. 

With a good brand management solution, educational materials, approval structures, communication channels and sharing folders are all built into a shared brand platform, ensuring that brand campaigns can be executed and crises managed with confidence and skill. 

Last but not least, with strong strategic brand management practices in place, ideal customers and employees are more likely to be drawn to your organisation, attracted by the clarity of the brand and the quality of its public engagement. Customers return to brands that they trust, and employees advocate for brands with bold visions that resonate throughout their companies’ internal branding practices. 

Establishing a trusted brand

Building your brand’s reputation takes time and dedication, but the results are worth it. A brand management platform will enable and support you in this process, giving your company the tools and capabilities it needs to empower its team members and stakeholders, establish a clear and memorable brand identity, and implement effective branding strategies. 

If you are interested in learning more about brand management solutions with Papirfly, discover our all-in-one platform.

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.

Today marks a significant shift in Papirfly’s vision for empowering enterprises to give their people the tools to activate their brands – everywhere.

Having delivered innovative brand management solutions for over 20 years, we’ve consolidated the 32 products we have built over this time to create a single user interface, giving our customers access to the full range of product functionalities, simplifying their operations and empowering them with an all-in-one platform – offering the ultimate brand management experience.

What does this mean for you?

Watch our launch video to hear from our Product team on what you can expect from Papirfly as we continue to support brands in the increasingly challenging landscape of brand management – as we endeavour to make things as simple as possible.

A customer-centric approach for unparalleled possibilities

At Papirfly, our customers are at the heart of everything we do. Whilst we may refer to this moment as Unification, this is our new normal – improving brand management software to the point that our customers can access an array of possibilities that were previously unattainable. We understand the challenges brands and teams face, and we meet those challenges head on with a mindset of constant innovation for our customers.

Our suite of enterprise-grade products

Gone are the days of navigating through multiple disparate MarTech solutions. Instead, Papirfly offers a unified platform that allows our customers to centralise their brand management efforts, reducing complexity and enhancing efficiency. By relying solely on Papirfly, they can unlock new levels of productivity and creativity with our comprehensive suite of products:

Point

Support global teams to understand your brand, through clear guidelines, official assets, core values, and more from one online access point. Go local with unique hubs with local languages and nuances.

Place

Centralise all assets with a dedicated DAM solution, categorising content for global and local usage in one secure place for all approved material. Ensure every location has assets that serve their unique audience nuances.

Produce

Guarantee 100% brand consistency with design templates aligned to brand guidelines and produce infinite studio-quality digital, print and video assets. Empower everyone to personalise to their audience using localised images, video and text options.

Plan

Achieve your bird’s-eye view of all campaigns and activities, displaying status, budgets, contacts, and official design templates for use. Ensure every location utilises workflows that drive campaign responsivity.

Prove

Analyse marketing activity via your dashboard, delivering reports and data across your business. Ensure local sites get feedback on best-performing content across the business, and give them data to let them know when their efforts are driving brand strategy success.

Plus

Papirfly’s integrations mean our platform works seamlessly with your agency tech stack removing hacks and workarounds, improving productivity and organisational efficiency across the business.

Collaborating for the Future

The future of Papirfly is a collaborative endeavour. We actively engage with our customers to shape the direction of our platform. Through direct user feedback and the establishment of a customer council, we have gathered, and will continue to collate valuable insights and that guide our development efforts. By involving our customers in the innovation process, we ensure that our platform remains future-proof and adaptive to the evolving brand management landscape. Together, we co-create a platform that empowers our customers to thrive in an ever-changing business environment, even as their own enterprise grows in complexity.

Empowering people to unleash their brands

While we are excited about this launch moment, this really is just the start of a new era at Papirfly – and we can’t wait to continue the journey with our existing customers, as we continue to welcome new brands to reach new heights of success.

Our commitment to revolutionising brand management drives our pursuit of a unified platform. You’ll be hearing much more about the individual Products of With Papirfly’s unified platform, we embark on a transformative journey, unlocking the power of brands and revolutionising the way they are managed.

Brand development is a cornerstone of business growth. With the sheer scale and complexity of developing a brand, which only increases as the brand grows bigger, an organised approach is necessary to be successful. Between brand guidelines, digital assets and campaign planning, there are a lot of moving parts among a rising number of employees and stakeholders. Keeping it all organised and under control only becomes more challenging as the scale of your brand increases, unless you have a good software solution in place to simplify the brand development process as a whole.

A single source of truth

It can’t be understated how important it is to get your digital assets organised, and make them easily accessible for the people that need them in your company. If your files and assets are in disarray and spread in all directions, stored on the designer’s computer or in a mess of folders in a cloud storage service, a lot of time is wasted trying to track them down.

There might even be old versions floating around that employees will come across. If they don’t find the right assets, they might resort to using outdated material or creating their own from scratch that breaks with brand guidelines. The consequence? Weaker brand recognition in the market due to inconsistent and ambiguous presentation, which in turn leads to loss of revenue.

With Papirfly’s Brand Hub you get a single source of truth that stores everything in one place, and is accessible by all employees and stakeholders. No more wasting time searching for missing files, and no risk of having old and outdated material in circulation, causing harm to your brand. When you can be certain that every asset is always on-brand and up to date, you can focus on brand development instead.

Central control – local empowerment

CEO of Jaguar Land Rover Ralf Speth once said: “If you think good design is expensive, you should look at the cost of bad design”. The second someone can’t find digital assets or the material they need for a new campaign, they will most likely create something themselves. These assets can quickly end up breaking with brand guidelines and dilute your brand, and so this situation must be avoided to preserve your brand’s integrity.

Our platform not only gives you complete control of your brand, it also empowers permitted users to create and tweak marketing material using your digital assets. By making your brand templates available online and linked to your brand guidelines, your graphical assets are ready for self-service across all your markets and time zones, with no risk of off-brand material being created and published.

Always available

An online solution simplifies brand development. It provides greater flexibility and empowers your employees to be more autonomous, so that your marketing team can focus more on brand strategy and campaign planning.

This also allows brand managers to present and share all details and content related to the brand with ease across the entire organisation and to collaborators.

Control your brand in real time

If you are responsible for brand development, our brand management platform will provide you full control. Changes in your brand guidelines happen in real time and you always have full insight into how, when and where your content is used. In addition, we have solutions that allow you to create and execute branding initiatives with simplicity and make sure your launch is smoothly completed and reaches your designated target groups – always on brand.

Brand Hub – One home for your brand

One single source of truth. This is Brand Hub – your online portal connecting your people with every aspect of your brand.

A marketing portal where brand assets can be accessed, brand guidelines can be understood and the tone of voice, values and personality of your brand is there for everyone to see.

• Showcase brand guidelines with clear examples for employees at all levels of the organisation, across every location.
• Easy to use and update in real time, build your Brand Hub to your own specifications with the help of modules and pre-built functionalities.
• Connect with other tools in Papirfly’s BAM platform to unleash the full benefits, with features including Digital Asset Management, Template Studio, Marketing Planner, Collaboration Tool and Reporting and Analytics – everything you need to activate your brand.

Brand Hub is a home for your brand – a base of operations from which you can manage your brand and work on brand development with greater efficiency and coordination. Transform the way you work and help your brand come alive with Brand Hub.

If you want to read in more detail about what Brand Hub can do, and the problems it will help you to solve, download our brochure here.