Today’s consumers are looking for meaningful brand experiences across multiple touchpoints. Global brands are navigating more channels than ever before, each with their own parameters, complicating consistency in brand delivery. This situation leads to a fragmentation problem that has three levels:

– Fragmented touchpoints.

– Fragmented organizations.

– Fragmentation between different external partners.

Consistency

The strength of a brand lies in its ability to integrate and manage all its assets so that it is consistent with its purpose and promise. But there are many factors that influence brand expression and experience. In a digital world, your brand is accessible from anywhere in the world, seven days a week, 365 days a year. The reality is that brands are being pushed in multiple directions and ensuring their consistency is becoming increasingly complex.

The first step is to identify what the brand’s assets are. These include, but are not limited to, symbols, logos, colours, shapes, typographies, scenarios, sounds, packaging, voice and tone, communication elements, etc. In general, they must meet two qualities. The first is to be distinctive or “owned” of the brand. This means that consumers are quick to identify with it, even if they are viewed separately. They will facilitate your recognition and form a direct mental association. The second quality is that they must be relevant. This means that they reinforce the brand promise by rationally and emotionally associating the benefits that the brand delivers. It’s a clear answer to how the brand makes them feel.

To achieve a truly consistent brand, you need to maximize the opportunities offered by each touchpoint. But brand managers face a dual challenge defined by achieving short-term business results and building long-term brand equity. To make their time profitable, many of them are turning to digital DAM (Digital Asset Management) solutions. But such a platform is just a vehicle that makes management easier, even though it’s only part of the solution. It improves the storage and organization of brand assets and their rules of use, but to think that by facilitating the delivery of a brand manual we are ensuring its correct use is not to want to recognize a very different reality.

Asset Management, Brand Management

Branding implies a holistic vision that emanates from the center of the Organization to each of its departments, regional areas and external partners to strengthen the brand experience abroad. Achieving coherence requires full understanding by each of those responsible for intervening in its activation. And this is something that is often not easy. Faced with this situation,
Brand Guardianship
is the solution that combines the agility of a digital platform with the experience of a professional (and his team) in brand management. The figure of the brand guardian (often as an external agent to the Company itself) becomes the cohesive element of each of the points of contact, eliminating the problems derived from the existence of multiple silos within the Organizations. It makes it possible to optimize the internal organization, avoids problems derived from particular interpretations and manages to convey a global strategic vision for the brand, strengthening its growth.

Companies need to ensure that each of their partners specialized in the different areas – packaging, advertising, digital, PR, experiences – offers a cohesive and non-fragmented brand idea. Managing this complex network of agencies requires strong brand knowledge, clear roles and responsibilities, multidisciplinary knowledge of techniques, and a strong client management team.

Managing your brand assets is, in itself, managing your brand. If in a multichannel world you are looking for the much-desired consistency (consistency + relevance), which affects every touchpoint with customers, you need a good brand management system.

 

Carlos Puig Falcó

President of Branward®

Photos: Shutterstock