The ROI of SmartBrand ManagementHarnessing the powerof digital systems for astronger brandLeading BrandTechnologyTM
BrandWizard | Pg. 1The ROI of Smart Brand ManagementHarnessing the power of digital systemsfor a stronger brandBy Simon WardFor organizations of all kinds, consistency What’s in the toolbox? Sideline mistakesin brand expression is one of the most Guidelines and templates have been the It takes years of effort to build value in aimportant benchmarks for success. brand manager’s traditional allies, providing brand, but only moments to diminish it.As touchpoints increase and consumers official standards to ensure the legacy color Something as seemingly minor as usingbecome more sophisticated and perceptive, always matches and the paper stock delivers a previous version of a logo or the wrongbrand managers play an increasingly the right impression. Unfortunately, with typeface in a piece of signage can suggestessential role by ensuring a cohesive an ever-expanding catalog of touchpoints, a company that lacks discipline and doesn’texperience at every stop along the these tools often lack the flexibility needed pay attention to the details. In a world richcustomer journey. to guarantee a consistent experience in backlash through blogs, Twitter feedsWith this in mind, Interbrand and its digital wherever the brand is encountered. and photo-sharing sites, the damage canasset management systems specialist, be instantaneous and immense.BrandWizard, conducted research into Brand managers have learned DAM systems are designed, however, towhat brand managers felt they were missing that the simpler it is to access prevent mistakes like these and countlessfrom their current systems and what sort and navigate an online others by providing a central repositoryof improvements they longed for. What platform, the more likely users of the latest identity assets, as well asresulted was a thorough discussion onexactly what consistency is and how digital are to embrace it. guidelines and templates on how to use them. Easy to access and navigate, theseasset management (DAM) systems can help In a recent survey, Interbrand approached platforms can provide valuable assistancethem achieve it. a number of brand managers about their by eliminating guesswork and freeingGetting it right the first time, all the time current asset management systems; nearly brand managers from fielding countless half said they were less than satisfied and questions on what is approved and whatConsistency is defined as the degree to saw significant room for improvement. The is obsolete. With less policing and fewerwhich a brand is experienced without fail survey clearly showed that most managers mistakes to fix, brand managers can thenacross all touchpoints and formats. In a fully appreciate the importance of effective realize significant savings to their budgetsperfect world, a brand is expressed the exact systems to maintain a consistent brand. while having more time to maximize thesame way in New York City as it is in New In response, more and more brand value of the brand.South Wales. In reality, implementation isa constant challenge, sapping both time and managers are looking to DAM systems for The right proportionsbudgets as mistakes are fixed, best practices help. Similar to a company’s intranet, these online platforms provide a centralized With each organization’s unique needs,are put into place, and employees are trained resource for employees at every level of an there is no such thing as one-size-fits-all,on the importance of staying on brand. organization to learn about the brand and or even one-size-fits-most. The advantageWhen a company operates in multiple access the tools needed to deliver on of a digital asset management system iscategories and geographies, the chances it efficiently and effectively. that its size and structure can be preciselyof an inconsistency hurting brand value tailored to the needs of the brand. Byrise exponentially. eliminating unnecessary sections and functionality, users find it easier to navigate
The ROI of Smart Brand Management: Harnessing the power of digital systems for a stronger brand BrandWizard | Pg. 2With less policing and fewer mistakes to fix,brand managers can realize significant savingsto their budgets and have more time tomaximize the value of the brand.content and locate only the assets they management tool. By hosting essential Rather than an asset repository, manyneed for their project or their role. As a documents, tracking project phases, brand managers are thinking of thesecompany expands its portfolio or moves updating delivery schedules, monitoring platforms as content delivery systems,into new markets, the system can scale resources and more – often on a and inviting various groups in theirproportionally to meet a greater range minute-by-minute basis – it can become organizations to use them as such. In theof needs and assist more employees in a master resource that focuses every process, they reach more people anddelivering a consistent brand experience. employee’s efforts. realize more value than they could before.For companies launching or re-launching With this greater transparency, it is easier What it adds up tobrands on a global scale, DAM systems can to spot inefficiencies – and with them With more effective systems in place –be essential to ensuring rollout is seamless money-saving opportunities – meaning a systems that take into account the exactand by the numbers, saving precious brand can get to market faster and enjoy a needs of the brand and employee usage –resources and extending implementation significant advantage over the competition. brand managers foresee a dramatic rate ofbudgets further. Now with more value adoption and with it, greater consistency inThink about who’s using it their brand expressions as a result. Many brand managers are using DAMTraditionally, online tools have been systems for more than storing files and One of the benefits, of course, is a stronger,designed around functionality and documents. They are also using them to more authoritative brand, one that isdeveloped to include the maximum number deliver content in multiple formats and clearly differentiated from its competitors,of features, leaving the user experience a therefore extending its value. and whose offerings are preferred in thesecondary concern. Not surprisingly, this marketplace , in short a brand worthy ofapproach often leaves less-savvy tech users It takes years of effort to build the loyalty of its customers.intimidated and looking for ways to avoid value in a brand, but only But there are more immediate benefitslogging on. moments to diminish it. as well, especially ROI. Through aAs DAM design has progressed, a smooth, For example, a DAM system can be well-designed DAM system, processeasy–to–engage interface has become a instrumental in managing a piece of and output efficiency can increasecritical component equal in importance to collateral by making it easy to track versions dramatically, preserving operationalcontent and functionality. Brand managers and provide access to the document, as well budgets from the constant drainhave learned that the simpler it is to access as facilitate communication between the of traditional implementation andand navigate an online platform, the more relevant groups. management strategies.likely users are to embrace it. Because One example is an employee’s original Once in place, a DAM system can evenbetter-designed DAM systems feature thought piece written on behalf of the bring about cultural changes by promotingthe same look and feel and ease of use as brand. The draft of the article is entered internal understanding of the brand,popular websites, employees are more in its original form into the DAM system its goals and how to deliver on it. Withcomfortable with the system, meaning where versions are tracked, and other the brand playing such a central role ina higher rate of adoption, a better return groups, such as editors, web specialists and everyone’s day-to-day work, it becomeson investment and a more consistently designers, can easily access the document. easier than ever for brand managers todelivered brand as a result. By also facilitating communication between ensure the consistent expressions that areStay focused these various groups, the DAM system so critical to a successful brand.■A well-implemented DAM system can makes it simple to translate the collateralfundamentally change the way employees across media, from journal to web to casework by providing a centralized workflow study to archive.
Simon WardSimon is the Business Development Directorof BrandWizard, responsible for new businessand marketing globally.Like most of us, Simon uses technologyevery day, interacting with friends,colleagues and brands. Merging this personalexperience, brand consultancy backgroundand BrandWizard technology knowledge,Simon’s a strong believer that businesses andmarketers could harness technology far moreeffectively for strategic brand growth.Simon WardBusiness Development Director, BrandWizardT: 212 798 firstname.lastname@example.org Leading brand Creating and managingbrandwizard.com technologyTM brand value TM