Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Brands That Last: A guide to better brand management

16 views

Published on

Creating a lasting brand takes time. And you already know that it’s more than just your name and logo. It’s the way people feel about your brand at every touchpoint. In store or online, in person or virtually; brands are built on the perception of others. What are you doing to create and manage a lasting brand?

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Building Brands That Last: A guide to better brand management

  1. 1. Building Brands That Last A guide to better brand management March 21, 2019
  2. 2. A Brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.” Amir Kassaei, former CCO at DDB Worldwide “
  3. 3. 1 2 3 How to build a comprehensive brand strategy How consistent brand asset management positively impacts your organization Tools for building your brand strategy What we’ll talk about today
  4. 4. Situation Omnichannel Personalized Delivering a consistent brand experience is increasingly complex in today’s marketplace Localized Connected
  5. 5. Impact Communicating with your customers consistently across all channels, the way they want to be reached Brand marketers have no choice other than to increase efficiency and effectiveness, just to keep up
  6. 6. Resolution Intake Supply CreationMeasure $ Simplifying and streamlining the never-ending cycle of work, from intake to creating and supplying new content, then measuring how the work helps drive bottom-line improvements
  7. 7. Resolution Simplifying and streamlining the never-ending cycle of work, from intake to creating and supplying new content, then measuring how the work helps drive bottom-line improvements It’s not just for big brands.
  8. 8. Small creative team implemented digital asset management (DAM) to achieve consistent branding across 116 locations
  9. 9. Deliver a consistent brand
  10. 10. Consistency doesn’t mean your brand always looks the same. It means your brand always feels familiar.” Joanna Lord, former VP of Growth Marketing at MOZ “
  11. 11. Consistency Customer loyalty Brand recognition Consistency delivers bottom-line results
  12. 12. Iterated differently, but always feels familiar
  13. 13. Key components of brand strategy Brand Strategy Research Business objectives Stakeholder analysis Market analysis Competitive analysis Message Brand promise Positioning Naming Tone Design Logo + tagline Color Typography Graphics Guidelines Touchpoints Digital Print Environment Signage Ads Assets Manage brand assets Launch brand identity Share brand identity An easy way to make sure your brand looks like it’s coming from the same place - is to make sure your brand assets come from the same place A DAM solution is a must-have tool to support your brand strategy Defining your brand Delivering your brand
  14. 14. An engine to automate brand segmentation and execution Branded house House of brands Branded house vs. house of brands - most organizations follow one of these structures
  15. 15. An engine to automate brand segmentation and execution Segment once, execute everywhere Use metadata, categories, collections, portals, and more to execute tailored brand communications everywhere, easier and faster DAM
  16. 16. What other ways does DAM power brand strategy and brand consistency?
  17. 17. A central gateway to on-brand assets Top Portals A look at Widen’s own DAM site
  18. 18. A central gateway to on-brand assets Top Portals Spotlight searches - or linked shortcuts - deliver assets that people search for most, like logos and proprietary photos
  19. 19. A central gateway to on-brand assets Top Portals Also highlight brand guidelines and templates to drive consistency
  20. 20. Top Portals A central gateway to on-brand assets Brand assets can be organized into Collections ...
  21. 21. Top Portals A central gateway to on-brand assets … or Categories, depending on how people like to search Personalize the experience for users to make it easier for them to maintain brand consistency
  22. 22. A rallying point for teams to understand your brand Create alignment around your mission as central to your brand strategy
  23. 23. Colors Fonts Positioning Messaging Values Logo/Tagline CREATE MANAGE Automated creative workflow Adobe Creative Cloud Project management Brand asset management Digitized brand guidelines A mechanism to digitize and share brand guidelines
  24. 24. A mechanism to digitize and share brand guidelines Brand portals can share value messaging, logos, colors, fonts, photos, icons, grids, swag, and more
  25. 25. A mechanism to digitize and share brand guidelines Logos It functions like a mini-website and personalizes the experience for different audiences - employees, partners, freelancers, media, and agencies
  26. 26. A mechanism to digitize and share brand guidelines Make guidelines accessible in an easy-to-use digital format, so people can instantly download approved assets for consistent branding
  27. 27. The business value of your brand Strong, consistent brands increase sales by 40% Weak brands lower sales by 33%
  28. 28. Cheat-sheet for delivering a consistent brand
  29. 29. ❏ Spotlight search or collection ❏ Branded collection share page ❏ Site name ❏ Vanity URL ❏ Logo and favicon ❏ Brand Portals❏ Login page image ❏ HTML system message ❏ Brand guidelines system message ❏ Workflow for brand approval ❏ Templates to localize your brand 12 ways to attain brand consistency with the Widen Collective ❏ Insights dashboard of top brand assets Housing brand strategy components in a centralized DAM make it easier for people to execute and maintain your brand
  30. 30. Bringing it all together
  31. 31. What events are triggers for the magic duo of brand strategy and DAM?
  32. 32. Events that are triggers for brand and DAM Rebrand or brand refresh Website redesign Merger or acquisition
  33. 33. Rebrand or brand refresh Website redesign Merger or acquisition Designing a new identity and pushing assets to people who need them to create Launching a new identity to the market Updating the look and feel of your brand across channels Getting assets without leaving your CMS platform Using embed codes to automatically update assets wherever they live online Centralizing assets and communications during the change process Segmenting assets by brand for easy access by teams who need them Events that are triggers for brand and DAM
  34. 34. Guiding your brand upstream from DAM Brand strategy workshops 3. Brand and DAM2. Brand Architecture1. Brand Positioning
  35. 35. 3. Brand management + DAM Elevate the purpose of your digital asset management investment by aligning it with your systems, processes, and people. GOAL: Explore ways to extend your brand through DAM and begin to stage your DAM rollout with other branding initiatives. 2. Brand Architecture Understand the value difference and brand characteristics for your sub- brands and corporate brand. GOAL: Map your brand architecture – how your sub-brands relate to each other and ladder up to your corporate brand – and agree upon being a house of brands or a branded house. 1. Brand Positioning Focuses on your brand messaging, visuals, and positioning to uncover gaps and hone your unique value. GOAL: Get everyone on the same page about your key differentiators, how and why you stand out from the competition, and evaluate if your brand is being communicated clearly and consistently. Widen brand strategy workshops
  36. 36. Guiding your brand while using DAM Design Services for tools that have the most brand impact on your users 3. Templates2. Login page/Dashboard1. Brand Portals
  37. 37. 3. Templates Update the images in your existing Template, design a new Template with new images based on your current brand, or create your visual brand expression from scratch plus a new Template and images in the new look and feel. 2. Login page/Dashboard Update the layout and graphics for your existing Login page and Dashboard, design a new Login page and Dashboard based on your current brand, or create your visual brand expression from scratch plus a Login page and Dashboard in the new look and feel. 1. Brand Portals Update your existing Brand Portal, design a new Brand Portal based on your current brand, or create your visual brand expression from scratch plus a new Brand Portal. Widen design services GOAL: Get the design help you need to localize your brand, share it consistently, and drive user adoption
  38. 38. How do you know if you need help defining, delivering, and/or managing your brand?
  39. 39. Brand health quiz Rate the following statements on a scale of 1 to 5, with 1 being the lowest and 5 being the highest You know who your brand targets Your brand messaging resonates with your target audience Your brand shows what you offer and why that’s important Your brand reflects the values that your organization holds dear Your present your brand consistently across all touchpoints Total:
  40. 40. 20-25 points Your brand is in great health (Keep up the good work) 15-20 points You brand is in pretty good health (Work on the areas where you rank the lowest) < 15 points You may need to rescussistate your brand (There’s hope. We can help!) ) Brand health quiz What your total score means
  41. 41. A brand is the emotional aftertaste from an interaction with your organization.” Ann Handley, Head of content at Marketing Profs “
  42. 42. New products and services Focus on what you do best, leave the branding automation to us Strategic Consulting Brand Strategy Brand Management Software Consulting Managed Services Design Services Content Production Workflow Automation
  43. 43. Questions? Contact: marketing@widen.com www.widen.com

×