Building a brand-compliant culture with online brand portals
IntelligenceBank’s CEO, Tessa Court, discusses the importance of building a brand-compliant culture with online brand portals.
A brand is the life and soul of an organisation
It’s where your true value comes from, it powers your marketing and it’s what your customers pay for.
A strong brand sets you apart from your competitors, promotes recognition and represents your promise to your audience.
For every company, a brand is a significant investment of money, time, expertise and culture. That’s because there’s so much more to your brand than making sure the visual elements are right. A brand becomes memorable when it’s consistent and it portrays a personality.
To achieve this, a brand needs to consider the following:
A focus on brand compliance
From visuals to the language used – a focus on brand compliance guarantees that every marketing campaign across your business is approved, coherent and consistent with your overall brand values and visual identity.
Easily evaluate brand risks
Controlling potential brand damage requires standardised systems, approvals, and technologies that can screen risks, and automatically score them based on media spend and messaging.
Branding deserves more than a PDF
To have a strong brand, you need brand guidelines that explain to everyone in your organisation how to correctly use each asset.
Brand guidelines are there to communicate the brand parameters with the wider business and external stakeholders so that they can ensure it’s always used correctly.
Traditionally, brand guidelines have been trapped in lengthy PDF files. However, PDFs have a lot of limitations that can slow the process down, get ignored or cause errors.
So, even though they have been ‘checking the box’ for a long time, we now have to accept that PDFs are a thing of the past. Successful brands are leaving PDF systems behind.
What does your brand need?
Modern brands turn to IntelligenceBank’s online brand portal software that educates both internal teams and external agencies, and inspires great on-brand work, by integrating brand assets, brand guidelines, creative templates and brand approvals – all in a single platform. Here’s how it works:
A single source of truth for brand assets so off-brand elements are a thing of the past
Manage logos, fonts, approved photography, icons, and video in a DAM to ensure marketers, designers and people who work directly with your brand have instant access to the creative assets.
Interactive brand guidelines to bring your brand to Life
Instead of flat, long PDF documents, dynamic style guides that can either be password protected or made public, helps you inspire, educate and inform all of your staff, franchisees or dealers, and agency partners. With separate views for different stakeholders, you can use a single instance for multiple use cases.
Online creative approvals to stop the email chaos
Within online brand portals, creative approvals enable your broader team to submit creative for both brand and legal approvals. Creative can be routed to different approvers based on media spend, product, messaging and other variables. And with online proofing and interactive comments, you can help your team move through the creative approvals process quickly and reduce bottlenecks.
Automate brand communications with editable creative templates
Create branded materials at scale, by featuring editable creative templates within your online brand portal. This allows your broader team to localise and customise pre-approved templates, with automatic pre-fill images and text such as disclaimers and product descriptions, saving thousands in design costs.
To learn more, download the IntelligenceBank Top 10 Steps to Protecting Your Brand infographic to see how Australia’s leading brands expertly manage brand governance, which ultimately builds value and creates efficiencies when producing marketing creative and collateral.