Brand Consistency. Whats the Problem?
When it comes to marketing on the immense scale of some of our customers, leading brands in their industries, are presented with some unique issues. Chiefly among these, is the problem of brand consistency; keeping a consistent marketing campaign and brand image, while also having different people in different locations create marketing content. As with a lot of large brands it is just not feasible to have a central team to do this. Additionally, allowing local teams to have some control over the marketing is important, as these are the people that know their local markets the best.
Distributed vs. Centralized
However, giving the responsibility to separate groups can result in the creation of marketing material that is not fit for purpose. For example, it can result in outdated logos being used, or branded content can be made that does not fit with the overarching vision that headquarters had for the campaign.
Having a centralized team does decrease the risk of losing brand consistency, but it is also more costly in terms of resources and time, as it requires non-designers to communicate with the design team. This not only leads to the designers having to spend their time editing and re-editing existing content instead of creating new material, but it also means the people who should be out selling and servicing are having to take time out of that to liaise with the marketing team.
The Solution – Smart Templating
Brandgility allows you to give the power of customisation over to the teams in the field, who are closest to the markets that they are targeting, while also keeping control over what they can and can’t change.
“Your brand is the single most important investment you can make in your business”Steves Forbes, Editor in Chief of Forbes Magazine
Marketing materials can be created by the central team, and then added to a library of templates which can then be accessed by local groups, who can adapt and change them to suit their target markets, but they can only edit the content in ways which are approved by head office. This, combined with the system’s built-in approval process, makes it so marketing campaigns can be as effective as possible in their local markets, while keeping it consistent with the rest of the company’s branding.
Another advantage of Brangility’s templating is that it does not require any technical skill, experience with programmes such as Photoshop or InDesign, or any knowledge at all of graphic design. The interface is simple and clear, and is about as complicated as editing a Word file, which decreases the time needed to get the campaign out there.
Additionally, everyone has access to the same online database of content, cutting out the need to send files back and forth between the main designers and local teams. The platform also simplifies the process of taking digital designs and turning them into pieces of physical content. For example, if a piece of content is being printed, it will already be formatted correctly, reducing the risk of misprints as well as shortening the time taken to get the material out there.