Your brand image is a crucial part of not only your marketing, but the overall success of your company. No matter how big or small your company is, maintaining a strong brand image can have lasting (positive) effects on your business.
Your brand image is often directly associated with your brand quality. When you hear the phrase “luxury brands”, what are some brands that come to mind? It’s likely some of the following: Chanel, Rolex, Louis Vuitton, Gucci, BMW, Jaguar.
Those six brands have done a sensational job creating the feeling of luxury with their marketing initiatives, pricing strategies, and most importantly, their product quality.
There are a lot of different marketing mediums where your brand can operate. Social media, email, video, television commercials, billboards, brand merchandise, and print media are just a few of the many avenues that your brand is likely operating in.
With all of these different channels, how do you avoid redundancies and inefficiencies in your branding? Especially with the large (and growing) amount of spaces your brand can live in?
If you’re having a hard time finding an answer to this question, we’ve got you covered.
Here are four great branding tips to help you keep your branding efforts efficient and avoid redundancies and errors.
It is not reasonable to expect to create a completely new set of photos, images, or videos with all your new branding and marketing campaigns. In fact, it would be downright inefficient and expensive to do so.
Imagine having a graphic designer spend all week on a new banner ad and then only use it for a single campaign. Instead of doing that, you could take that design and update it slightly to fit a new campaign.
Completely reusing old assets could make your brand look a little cheap and your branding might be perceived as redundant. However, you can take elements of past assets that are relevant to new campaigns. That way, your team can work more efficiently because they don’t have to create duplicate assets. They can spend more time bringing their creative ideas to life in a new campaign using images they found in seconds.
With a digital asset management (DAM) system, you can store all your assets — both current and old — in one central location. This allows your team to search for older assets efficiently and find ones that can still be relevant and easily integrate them into new campaigns.
By using a brand portal within your asset management solution, you can cut out assets that are not relevant to specific users and only give them access to the ones they need.
For example, let’s say that your company has many brands and you manage and oversee several teams, each with their own dedicated brand. With a DAM, you can create a brand portal specific to each brand so that each team has access to their portal with only the content that they need. This way, they don’t have to go digging through other brand’s assets to find the one they are looking for. This also helps teams avoid using outdated assets or assets from the wrong brand.
Grammar errors and spelling mistakes happen. In fact, you’d be hard-pressed to find a brand that hasn’t committed some sort of grammar errors throughout their branding, marketing, and products.
Some of them are easier to forgive than others — such as errors on Tweets (Grammar Police on Twitter, please leave us alone).
But others, well, are a little more egregious. Such as Old Navy forgetting an apostrophe on a Michigan, “Let’s Go Blue” t-shirt. Or, when past presidential hopeful Mitt Romney’s iPhone app misspelled “America” of all things.
Grammar errors like these can be extremely harmful to your brand image. If you don’t take the time to ensure that the content you’re putting out in the world is one of high quality, consumers will assume that your products and services may have errors as well.
Not only does this avoid errors, but you’ll also make sure that your campaigns include content that is the best of the best.
Keeping your branding up-to-date is a big part of producing a positive brand perception. But, how do you ensure old assets that are no longer relevant don’t get used? Especially when your rights to assets have expired.
Well, we’re glad you asked. With a digital rights management (DRM) tool, you can set expiration dates on your assets so that when they are no longer available to use, they won’t be available to download from your DAM system anymore.
That way, your team can be confident that the assets they are using are fair to use and still relevant.
If you’ve gotten this far in the article, that must mean you’re serious about perfecting your branding strategies and creating a strong, memorable brand image.
If you’re interested in utilizing any of the branding tips mentioned, a DAM is a good place to start.
MediaBeacon is a DAM that has all the tools to help increase your brand efficiency and keep it consistent, as well as produce a higher ROI.
For more asset management and marketing tips, make sure to check back on our blog often!