We’ve already touched on the effect numerous team members can have on the strength of a brand if they’re all working independently on materials. And we’ve stressed the value that a rock-solid brand management strategy can help protect it. But how can you implement this strategy?
That’s where a brand management platform comes into play!
What to consider when deciding on a brand management platform
How to choose the right brand management platform?
You want to focus on the features that you and your internal teams need most. Before you set off and start looking at different options, it’s good to create a list of:
Must haves
Nice to haves
Can do without
Once you have created this list, you can compare different brand management platforms, to find the one that best suits your specific needs.
You may wish to create a brand management comparison matrix, offering you the chance to compare all of the different elements of your potential platforms, prioritising certain aspects over others.
Click here for an example of what yours may look like.
Have a rough idea of the templates you need
After auditing your marketing material (which we looked at in the previous chapter), there are a couple of extra points to consider when thinking about the templates that you need...
Identify the design requests that pop up time and time again.
Discover if team members avoid making some requests due to budget or time restraints.
Using the resulting list and your experience, pull together a quick shortlist of marketing material that you’d like to turn into templates. These will be the initial templates to start your proposed brand management platform off with.
Pro-tip; Don’t worry about creating a definitive list in the early stages. This is just to give you a rough idea. In the next chapter we look at how you can consolidate this list to deliver an effective set of templates.
Speak to advocates from across your organisation
Expanding on what we discussed previously when we recommended involving your internal audience, there are a few additional advantages to add here.
You can get a range of insights into what different people may want from the software.
You can maximise the impact of the launch with more people becoming passionate about the benefits your chosen platform can bring.
There are more people to support other employees in embracing the platform once you have rolled it out.
Outline your brand controls and understand the challenges you face
Your brand controls are essential to your organisation and will impact which brand management platform you choose.
Some of the challenges that your organisation faces might include:
- You’re a federated charity with many local hubs each with their own;
Logo.
Charity number.
Contact details.
Maybe they each have a different secondary colour.
- You’re a global organisation and each country has its own;
Logo.
Company number.
Contact details.
Language - some languages require a different font.
You have different colour palettes users need to use for internal and external comms.
There’s a brand device that’s integral to the brand.
You have a specific header type that is difficult for users to reproduce outside of design software.
There are specific photographic styles defined in the brand.
You may have branded iconography.
These challenges will help you to focus on specific requirements that you’ll need from your chosen brand management platform. For example, here is a short list of some requirements that you might be looking for:
The ability to manage multiple logos.
To set specific brand colours.
Set brand typography.
Dynamically update logos based on certain inputs, which can automatically update.
To dynamically update colour palettes.
The ability to create designs in multiple languages.
To manage a brand device.
Be able to set specific typographic styles.
Use branded iconography.
To manage the tone of voice in some of your comms.
Manage the type of imagery that is used in your comms.
This list will help you choose the right brand management tool for your organisation and objectives.
Why lay this foundation and what else should you consider?
The features that different brand management platforms offer vary. So before you start looking at different platforms, it’s vital that you have a clear idea of what you MUST HAVE and what you CAN DO WITHOUT.
You’ll also want to consider the initial time and budget commitment to integrating your chosen platform into your organisation's ecosystem. So take your time when choosing what’s right for your needs. If you can demo the platform then be sure to sign up and have a look around. Invite others to take a look and offer their feedback too.
We’d also advise you to contact the company and see if you can schedule a walkthrough. This’ll help you get a feel for how they work, an idea of the level of their support and meet the people that you’ll be dealing with.
This is a big investment in time and money so It’s important to find the right software for your organisation's needs. It’s also essential that you choose a company that you can build a solid and lasting relationship with!