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Managing a brand and using it consistently can be a challenge, especially in larger organizations where Marketing/Communications are decentralized and sometimes even spread out across various regions, countries or continents. What are the tell-tale signs that it's time to seriously (re)invest in brand management?
Before we begin, here's a short marketing 101 just to know we're on the same page:
Your brand identity is the way you want your customers to perceive your brand. Your brand image is how people actually perceive it. Inconsistency, errors, and false information can damage your brand such that there's a gap between your desired brand identity and the actual perception of your brand. Or, that you start losing brand value.
Managing a brand and using it consistently can be a challenge, especially in larger organizations where Marketing/Communications are decentralized and sometimes even spread out across various regions, countries or continents.
If one of the following points sounds a little too familiar, you might want to consider investing more time and resources in your brand identity and brand management.
If the previous points rose any red flags, it may be wise to start looking at ways to proactively protect your brand identity. For most companies, the answer lies in a central view on how to strategically manage the brand and creating processes and structures that enable them to do so.
A central database such as a brand portal can be a very helpful part of the solution. With a brand portal, you secure your (visual) brand identity by storing all brand assets like photos, logos, and videos, in one place. You and your colleagues can access, download and share the right content with each other, as well as your partners.
A brand portal is often called a Digital Asset Management Platform, or DAM platform for short. Many DAM systems do not only offer a central asset database but also integrate create & publish and workflow features. With an integrated web-based InDesign Server, anyone with an assigned administrator role can create and publish marketing collateral with preset templates.
Last, but not least, many DAM platforms make it possible to manage access rights so you can selectively make different assets available to only the people that need to be able to use them.
A brand portal allows you to secure your brand identity, save time and costs.
These are a few of the advantages of using a cloud-based brand portal:
Does it seem like a centralized, cloud-based DAM system might be of value to you and your organization, and not sure where to go next? Check out the following resources, or if you have any specific questions, feel free to get in touch. We're happy to help.
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