Brand management challenges in the digital age


Brand management requires industry professionals to preserve a brand name, upholding a positive image so that customers are more likely to buy into a product or service. Many factors are involved in maintaining a clear image, increasing the brand management challenges that organisations face.

Before the digital world became available to everyone, large printed guideline books and colour swatches would be the reference point for representing the core aspects of the brand. The majority of print campaigns and all approvals will have been done offline, with markups and feedback scattered across numerous papers. While this may seem limiting now, it meant there were more constraints around how and who could use the key elements. Although there was less exposure to the brand, companies had more control over how they were perceived and there was less risk of reputation damage.

The digital age brings about far more brand management challenges and risks, increasing the importance of control and communication. Brand professionals must be responsive to changes to ensure they can compete in a constantly expanding, overcrowded market. Across all channels and mediums, brands must consistently convey their message and ensure their content is relevant with target audiences.

Control

With social media, online forums and many other forms of communication, a brand image can be impacted through negative content and inconsistent use of brand assets. While there is no way to control this kind of attention, brands should develop ways to effectively manage content and materials. A powerful brand asset management system effectively manages brand assets, allowing brand professionals to configure security levels over who should and shouldn’t have access to certain areas or materials. Organising a brand’s content in a central location reduces the risk of legal and financial exposure.

Efficiency

Marketing collateral like adverts or newsletters are often repeated, sometimes only changing the smallest of elements like a direction or image. This increases the time into production and is not cost efficient. With artwork automation, users can complete brand materials in a couple of minutes, avoiding duplication of work. Within the same process, collateral can be sent for approval to brand teams to ensure branding is accurate and the message is being communicated effectively.

Trust

With companies competing for consumer’s attention, a brand’s message can be confused with others. This leads to consumers losing trust in brands and affects brand value. By conveying a consistent message and identity, brands can build brand loyalty, associating them with transparency. By giving necessary people access to guidelines in a BAM system, brands can ensure their materials are consistent, and their messages are communicated with clarity.