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IntelligenceBank’s 2020 Brand Compliance Playbook has been featured in B&T and it’s getting a whole lot of attention. This article covers best practice for brand compliance and answers the big question that is on every brand owner’s mind:
“How do the world’s largest brands keep their teams on brand?”
The 2020 Brand Compliance Playbook offers insight for brand marketers on how they can better manage brand compliance, risk, and digital asset management for a geographically dispersed workforce. The Playbook also covers how trusted brands such as Hertz, KFC, NAB, Carlsberg and Medibank are getting the most out of their online brand portals by saving time and money while removing risk & internal bottlenecks.
Having worked in the Digital Asset Management space for the past 10 years, Tessa Court, CEO at IntelligenceBank and her colleagues eat, sleep, drink and even dream about brand compliance. Given our subject matter expertise in the marketing operations space and the growing demand for online brand portals, we felt it was time for us to put pen to paper and design a step-by-step 2020 Brand Compliance Playbook. The whitepaper is geared to provide marketers insight surrounding options they have when they’re considering a digital approach by replacing their static PDF brand guidelines with a dynamic online brand portal.
Three Considerations: Moving Brand Guidelines Online1. Single point of reference:
Historically brand guidelines have remained living a static and lengthy PDF life on either a hard drive or a memory stick. While this may ‘check the box’ on brand management, it does limit how brand guidelines are used.
For starters, the purpose behind brand guidelines is that they act as a single point of reference for marketers, designers, and other brand stakeholders who directly interact with the brand. However, if your brand guidelines are limited to a PDF, they can cause confusion since there may be multiple versions flying around. And when it comes to accessing brand elements such as logos, colour swatches, icons and fonts - what becomes apparent is that the single source of truth is missing.
Add to that is the lack of tracking and usage. Unlike online brand portals, PDF files do not have built-in mechanisms to track usage or confirm that the intended audience has even read the guidelines. Plus, branded PDF guidelines do not have the capacity to manage creative approvals.
2. Simplify your internal processes & remove bottlenecks
Take for example brands such as NAB, Medibank, and Baptist Health. They are just a handful of our trusted clients who have big marketing departments, multiple agencies, and in some cases overseas teams. These clients are relying on our BrandHub platform to not only safeguard their brand but also to simplify their internal processes and to further increase accessibility - especially when their teams are geographically dispersed around the globe.
In addition, when they are using our online brand portal, our clients are telling us that they take comfort in the fact that they can dynamically showcase their brand guidelines by accessing controlled interactive webpages instead of flat PDF documents.
This searchable, engaging, and user-friendly approach allows their teams to quickly access approved assets, logos, colour schemes, fonts, and campaign materials with ease. This functionality enables brand managers to not only share their brand guidelines with internal departments - but they also can seamlessly share approved assets with their external partners, agencies, and contractors.
Our clients tell us that one of the most practical key features of an online brand portal is its ability to store and use dynamic creative templates. The templates are created by designers in InDesign, approved by brand managers and then loaded into the platform. Brand managers decide which parts of the template users can modify, keeping the brand and core messaging intact. The templates are primarily used for reproducing banner ads, posters, and other promotional materials. It is up to the brand managers to decide whether or not the central team needs to approve the final outputs or not.
To match their audience, teams are also able to modify an image from a pre-approved selection. In addition, they can choose from pre-approved terms and conditions so that it fits within the local regulations. Or, in the case of a regional offer, they can update the price or rate without needing to totally recreate the asset.
At the local level this feature allows for better brand alignment and ensures that teams can make any legal changes necessary to fit their market profile. It also means that localisation can happen without incurring additional agency fees. An added sweet spot is that the local marketing teams are empowered to localize creative in a timely and legally sound manner.
When brand managers are considering moving away from PDFs branded guidelines and adopting a digital asset management approach, these are just a handful of benefits. For further insights, you can download the 2020 Brand Compliance Playbook.
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