If you want people to remember your brand, they need to be exposed to your brand between 5 and 7 times.
It sounds easy, except for the fact that buyers are exposed to more than 10,000 ads per day.
And that’s if you want to communicate with buyers with one message.
So how do you manage that at scale when you need to communicate hundreds of products?
Combine that challenge with local marketing teams, different languages and multiple sales and distribution channels, it’s easy to see why brand management is complex.
It’s also the reason why 81% of companies still deal with off-brand content.
And it’s costing you more than you think:
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The impact of an inconsistent brand leads to:
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Confusion in the market
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Damages credibility
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Slower sales cycles
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Increased costs
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77% of B2B marketing executives say that better branding is imperative to growth.
In other words…
Get brand consistency right and you’re looking at 33% increase in revenue.
It’s all in the research from Lucidpress:
“For organizations with brand consistency issues, the estimated average revenue increase attributed to always presenting the brand consistently is 33%.”
Think about your GTM strategy:
Are you able to deliver a consistent brand experience, across all markets and in all languages, every time?
For most companies, the answer is more often than not no.
So, what’s the best way to manage your brand at scale?
Leverage the right technology.
In this article, we look at why DAM is at the core of effective brand management. We’re also sharing 5 ways DAM facilitates better control over brand assets.
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Table of contents
Using technology to improve brand management
Looking to find a platform to manage your brand in 2022?
It might take a while.
There’s almost 10,000 platforms to choose from – up from only 150 platforms in 2011.
There’s a reason why the market is growing:
It’s because the demand to manage digital assets is at an all-time high.
Creativity used to be the driving force behind marketing.
Today, 56% of marketing teams say that technology plays an equally important role in creativity when it comes to brand management.
There’s more:
30% of marketing teams prioritize technology over creativity.
Here’s the two most popular software technologies for managing digital assets:
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Brand management (or brand portals)
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Digital asset management
While brand management software helps marketers control branded assets (i.e. company logo, design guide, ToV documents, etc.), Digital Asset Management software takes it one step further:
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A DAM system helps enterprise companies’ control and manage all of their digital assets:
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Product images
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Videos
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Brochures
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Sales collateral
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Onboarding materials.
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Another key difference between the two systems is who uses them.
Brand management software is mostly limited to marketing teams, whereas DAM can be used by legal, recruitment, sales and IT. That’s because enterprise companies have a more complex content supply chain and need a system that can do a whole more than manage their brand assets.
Especially enterprises that want to create a better brand and omnichannel experience.
In this case, they typically choose a DAM system that has more sophisticated and automated metadata, workflow and distribution capabilities.
Why DAM is at the core of efficient brand management
DAM platforms are used by large enterprises to control and coordinate their digital assets – all from one single source of truth.
It’s a platform that plays a centralized role in any company’s digital space: What assets do you own, which assets do you no longer own and assets should you own?
Here’s why DAM is at the core for efficient brand management in five ways:
It’s a central source for brand truth and for all assets
All media – product brochures, images, catalogs – that belong to your company is handled in a DAM.
It’s a tool that gives an easier way for users to have access to what content and files a company owns, and to be able to edit, share and distribute them at any time, both offline and online.
Especially when it comes to branded assets.
Assets like your logo and your trademarks are all collected in one place, ready to be used by anyone belonging to your organization.
What’s a key benefit of this way of organization?
It leaves room for no misunderstanding about which colors your company uses in terms of their content, or which photos are to be used for increased visibility and branding on social media – something that every company is challenged with, according to Lucidpress.
No matter which part of your omnichannel marketing strategy your team executes on, DAM supports the entire process – helping you create a more consistent and ON-brand experience.
DAM efficiently distributes your branded content
One of DAM’s biggest benefits is how it’s able to decrease the time it takes for your content (especially brand assets) to hit the market.
In a world where brand managers have to keep up with the fast marketplace and deliver the best, and most consistent, omnichannel experience, tools like DAM help optimize the speed and use of brand assets.
Not only will you be able to protect your brand (and your assets) through a tool like DAM, you will also remove the complexity of delivering your digital content on multiple channels. This is through the right people being given the right permissions to the right content, which makes it easier (and faster) for your content to go live.
Increasing time-to-market is one-thing but extending the content lifecycle is another advantage you get from DAM.
Think about this:
Nearlyhalf of all branded content views occur in the first week of it going live.
That’s a really short shelf-life.
With DAM, you’re able to keep content “alive” by automating distribution in multiple channels.
You can go live on all platforms at once, or stagger the launch over weeks (or months) to keep engagement high.
For example, Digizuite integrates with all your favorite social platforms. If you’re looking to share content directly on Facebook or YouTube, Digizuite makes it easy for you to knit all your apps and platforms together to create a consistent experience – over the long-term.
And when it’s time to retire an asset, you can easily archive it and notify key people in your organization, so they do not use it in the future.
(Looking for a DAM that integrates with a CMS? Digizuite integrates directly with Optimizely and Sitecore).
Helps you find brand assets faster
Infographics, videos, pictures and audio files about your brand all help foster a valuable customer experience. And it’s these kinds of assets that need to be managed to stay consistent.
With brand management already integrated in DAM, brand managers can find exactly the assets they need, when needed.
DAM helps automate processes into more understandable and systematic workflows.
This makes tasks like sifting through hundreds of photos or videos less redundant and complex.
This way you can actually focus on retrieving the assets that are needed, when needed – as opposed to spending time finding the right one.
DAM helps you understand which brand assets matter
For every brand asset in your library, there needs to be a clear consensus on why that brand asset is used and if it’s approved.
Otherwise, it’s just “noise”.
DAM breaks down silos between those with access to the brand asset and those who make the final call to approve it – allowing you to share an asset in the types of content your customers want.
Did you know that 36% of consumers want social media content from D2C brands?
They also want videos, written articles, interactive landing pages and podcasts.
That’s a lot of content.
And a lot of assets.
This is a challenge for small companies. It’s bordering on impossible to manage for enterprises.
You can’t solve that from Brand Asset Management solutions with light DAM capabilities.
You need a best of breed DAM.
DAM HELPS COMPOSE A STRONGER BRAND IMAGE
Lastly, DAM helps retail brands create a stronger brand by enabling them to create consistent campaigns and content.
Brand assets are more than just logos. They’re videos, graphics, font sizes – you name it.
All of these branded assets come together to create a strong brand presence – which is why you need to optimize the way you work with them.
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It helps you avoid this scenario:
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The sales team is using outdated files because they don’t have the right access to up-to-date content
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However, the social media team has access to the most updated content and is consistently sharing it on all the channels
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This inconsistency stands in the way of having a clear, understandable brand: Which is why DAM is necessary in order to ensure that all teams have access to the most on-brand and updated content that has been approved for use.
How CommScope use DAM for efficient brand management
CommScope, a manufacturer of network technologies, was able to successfully use Digizuite DAM to boost their brand management.
The key was increasing their brand compliance through using the central vault of assets which DAM provides. It allowed them to share the right campaign assets that were the right version, quality and size.
Not only that, DAM also allowed them to get rid of any assets that were retired or no longer needed. This meant that they could eliminate any content that would lower their brand consistency and what kind of message they wanted to deliver.
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With the Digizuite DAM, CommScope has been able to:
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Efficiently merge what were previously three separate businesses and
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They’ve maintained brand integrity while saving time and without the headache of traditional (read: more limited) tools.
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Conclusion
More than 50% of brands find it increasingly difficult to manage their content.
This means that companies should be looking to use technology to make the storage and organization of their branded content much easier, and more cohesive.
That’s where a DAM system comes in.
DAM is a smart and strategic investment for companies looking to foster better collaboration amongst teams and make sure that everyone is on board with which assets matter to the company, and which don’t.
Interested in learning more about how Digizuite DAM can help you manage your brand more efficiently?
Book a demo with one of our experts today.
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