It’s Time for Smart Brand Management

Marketers love metrics. But there are a few that aren’t so pleasant. Recent surveys show that 75% of customers expect a consistent, seamless experience across touchpoints and channels — and 73% will switch brands if your company fails to deliver.

Today’s brands need to be both fluid and able to present consistently and engagingly. That means automated touchpoints at scale, which requires clean and integrated brand management. The old model of a static suite of style guides and templates doesn’t work anymore.

Challenge: Scattered brand management guidelines, tools, and accessibility

In an effort to manage their brand in real-time and engage with customers in a personalized way across a growing number of platforms and touchpoints, marketers have deployed countless resources. Most brands have style guides and brand guidelines — but they’re often static and stored in ways that make it hard for the appropriate parties to access them. Even editable templates often get stored and copied over in various formats.

To make matters worse, approval processes to confirm brand compliance are often complex and/or unrefined. And as external stakeholders like press and partners need access to certain branded assets, the matter gets even more complicated.

Ultimately, yesterday’s brand management tools often fall short of meeting today’s brand management demands.

Frontify offers a tailored brand management maturity model that scales with each stage of your trajectory.

Solution: a flexible, smart brand management platform

Monolithic, static brand portals need to give way to more agile ones that simultaneously support collaboration, creativity, and compliance with brand guidelines. Fortunately, a new evolution of brand management platforms is emerging.

The importance of brand management has been at the forefront for marketers since the beginning. But that doesn’t mean we have to turn to outdated tools and processes.

A smart brand management tool can:

• Automate touchpoints at scale

• Integrate a digital design system that connects users to brand-approved assets

• Ensure access to and compliance with brand guidelines for all internal and external stakeholders

• Allow those brand guidelines to be updated by the appropriate parties

• Include user-friendly, easy-to-follow, flexible approval processes

• Be fun to use

If your brand management tool isn’t giving you all of that, it might be time to explore an upgrade.

With a flexible, empowering brand management solutions, organizations can pivot with the rapidly shifting landscape - and thrive. Learn more in our Smart Brand Management Guide.