Investing in new software is not an easy decision for a marketing team. In most cases you aren’t making an investment at all, you’re just spending more money to try to solve a problem. Each new “solution” is a Band-Aid. One morning you’ll walk into work and log on to five different platforms, start doing the math and realize that for the small monthly fees for all these pro licenses you keep buying you could have an actual solution that you could tailor to fit your needs.
Since consistency is key to results-oriented brand management, let’s start with a solution that can streamline your processes and ensure that everyone who works with the platform uses the most up to date versions of everything. A single source platform, unlike most software solutions, is a true investment that over time will end saving your company money, not only by being a more efficient machine but also by having the ability for better branding and marketing.
With customers engaging across more platforms and experiencing your brand in more places than ever before, it’s vital that your marketing output delivers the right messages at the right time.
The latest advances in martech mean that you can ensure consistency with a platform that not only retains and organizes your marketing data, but connects and uses it in the same semantic patterns used by your teams.
The new foundations of brand management
As we’ve outlined in previous blogs, there are three key elements to delivering the best possible brand management:
A well-trained and engaged team.
Defined and clear processes and systems.
Simple and efficient tech empowering your people.
Like everything in marketing, these three elements don’t stand in isolation, but are intrinsically connected. The biggest mistake many CMOs today make is investing in separate tools to manage these processes, leading to less integration and more working in siloes. In fact, earlier this year the American Marketing Association found that only 25% of marketers felt their team had the right tools and processes in place, down by 8% since 2016.
The solution is to move to a single digital experience platform - one which acts as the foundation stone connecting these key elements of brand management. With this in place, you can centralize your assets, tools and solutions into one holistic system that ensures your team can access the training and tools they need to engage with your processes and systems, utilizing your platform to produce, store, access and share your brand assets.
One point of truth, everywhere
Running your operation through an integrated marketing solution means that all of your teams can access the key elements of your brand identity. More than this, though, is that by connecting these documents, assets and tenets, your platform fully integrates brand management into every element of your marketing.
This one point of truth makes the difference because:
Brand strategy is clear and centralized.
Employees know exactly where to go for all brand assets and guidelines.
The network connects these assets and guidelines, making processes clear and transparent.
This final element is particularly important because, as new data reveals changes in customer needs and habits, your processes and assets will naturally evolve. These links allow teams to see this evolution as it happens, understanding the change and moving forward with your brand.
Operating from one point of truth allows brand management to become standardized, centralized and consistent. This, however, implies inflexibility, which is not the case. These base elements give marketing the control you need over the curation of your brand, and that means control over its evolution too.
censhare’s platforms operate on a semantic network, which thinks like you do. Like the AI behind Google, this technology uses data around the assets and information stored on the network to relate them to each other. This enables smart searches that connect, for example, content to the producer, the department that commissioned it, and the campaign. Each team using the content can see all the connections, and use this knowledge to understand and feed into your processes. In short, they can see the brand consistency as applied across the whole company, and both contribute and understand changes that evolve.
It’s time to say “no more Band-Aids” and find the right solution for that can grow along with your team, keep your branding consistent and ensure that the collateral and ads that your prospects see are fit for your company.
Want to know more about building integrated marketing systems? Download our new white paper, 'Delivering a consistent brand experience'.