How to preserve millions in brand value.
Poor marketing materials can lose
millions in value from a brand you built over decades.
Guarantee that all adapted content meets brand standards
Marketing material is usually created as a global campaign that is distributed to local markets who then need to adapt it to create localized, or client-specific, versions.
Content is often distributed in a toolkit that provides all of the brand guidelines and fonts and logos and other materials that are needed to adapt it, by local markets, who have valuable on-the-ground knowledge (click here to read about the impact that this knowlege, combined with your content, can have on your revenue for each campaign). However, there is no structure to ensure that these guidelines are followed if content is adapted.
Particularly with external agencies, it is difficult to ensure that this knowledge is being made use of, or, in the worst cases, is being used at all. This can lead to brand erosion when content does not match the brand, or even to legal action if the content breaches any rules.
Even if the local agencies are fully-informed of your brand standards, and have access to all the right assets, they can still make mistakes or have different opinions from the brand marketing team, leading to off-brand content being in the market.
Brand guidelines are sent around the world as toolkits, in the hopes that markets will comply with them.
An additional consideration is the importance of consistency between content for different channels. Unnecessary variations in branding and product imagery can confuse consumers and deaden the impact and value of holistic omnichannel campaigns.
The growth of marketing channels has been increasing since it started. How confident are you that your brand is being effectively presented across all of these channels?
An organization’s public image takes years to cultivate; an organization cannot afford to have it compromised. The cost of failure can be astronomical (click here to read our blog article on how simply managing multiple languages can cause marketing disasters).
On the other hand, running a team of in-house designers, or a marketing team with a printer in the basement, can be just as hard to manage. We’ve heard them referred to as expensive people on expensive real estate.
If you’re using the same team for your adaptations as you are for your most skillful design work, you’re paying over the odds for the less-skilled work and not getting full value out of your best designers.
Striking the right balance between having enough staff to not cause long waiting times for work, but also not having a bench of designers who are sitting on their hands, is very tough when demand can be unpredictable (click here to read about how you can have a content adaptation process that can flex effortlessly when needed).
In-house designers are expensive people on expensive real-estate. Use their skills wisely.
This is where Brandgility can help. Brandgility is a way to protect brand equity while allowing those adapting content to get what they need, by creating easy to use, self-service templates from your existing content.
Because of Brandgility’s multi-channel templating capabilities, it is easy to ensure that all the pieces of a campaign correctly match, even when they have been adapted for local markets.
Brandgility can stop users or their local agencies from adding their own ‘creative ideas’ and undermining or outright damaging brand equity. Brandgility comes with brand style guidelines and the ‘brand police’ built-in into every template.
How does it work?
The video below shows how templating works in action.
We’d love to tell you more. Contact us for a chat.