In the age of social media, where consumers are far more mobile and connected, Brands need to be agile to demands, trends and evolving cultures. Brands are increasingly embracing Brand Asset Management solutions to provide their marketing teams with a creative hub that allows them to be proactive, inventive and interesting whilst providing clear visibility of the marketing spend and controlling dissemination of communications is vital. With over 90% demand for workflow optimisation from Brand Asset Management systems, choosing the correct technology partner to grow brand value is critical.
Selecting and implementing a centralised BAM solution that provides a solid platform for the teams who build brands can be a rigorous and challenging process. Brands looking to integrate a BAM will find numerous companies offering solutions of different quality and scale, from products that come straight off the shelf to solutions that are fully bespoke.
Brands should consider the following five steps when researching BAM solutions that will best represent the brands ethos and DNA.
- Do your homework
- Trust & Reputation
- Guided tours
- Test Drive
1. Do your homework
With hundreds of BAM solutions on the market, finding the right one for your brand can feel a little overwhelming. The good news is, there are plenty of sites that will help you do the legwork when it comes to working out exactly what requirements are. With the right research, the decision can become relatively easy. Companies like Gleanster, Gartner and Forrester offer expert advice and in-depth analysis on the market, with yearly benchmark reports showing the best in show across industries. Here are a couple of links to reports by Gleanster on;
The more research you do at this stage, the more comfortable you will be with your decision.
Whilst you’re always looking to be the best in the business there will always be Brands that you aspire to be (unless you’re Google or Amazon). Identify Brands who are similar to you or who inspire you in your industry already using BAM solutions and research the solutions they’re using. Working with a BAM provider who is already familiar within your industry can easily reduce headaches and avoid issues that could crop up based on your requirements. There are plenty of Case Studies on the web from major Brands relating to either the implementation of a BAM solution or its positive impact on them.
Here are a few examples of major Brands who are already benefiting from a BAM solution;
3. Trust & Reputation
Let’s not pretend companies selling BAM solutions are ever going to be household names, which makes it very hard to pick the wheat from the chaff based on name along. Picking the right company is crucial to maximising the potential of your platform, this is an investment in your brand development and you want to ensure that you’ve picked the right team mates that can help you maximise the potential and impact the system will have on your brand. A good way to find out what a company is made of is to see what others think of them. From sites like Capterra which offer comprehensive reviews of companies, down to individual quotes, there are plenty of ways to evaluate the reputation of a company.
4. Guided Tours
Seeing really is believing when it comes to getting to grips with a BAM solution. By this stage you should have a good idea of the features you require and the companies most likely to offer the solution for you. It’s time to start getting in touch. Most BAM companies will happily sit down with you in person or over the web and take you on a tour of their solution. Just make sure you know what your requirements are so they can be the highlight of the tour. Whilst taking tours might be time consuming and a bit tiring, the more you see and discover the easier it is to narrow your decision down your preferred solution.
5. Take a test drive
Now you’ve done your research, defined your requirements and lived through a few demos, it’s time to get in the driver’s seat and try one out yourself. Some companies will have a solution that you can get hands on with and trial yourself for a week or two. There is nothing that will make your decision easier and more informed than actually going through all the features yourself and seeing what will and won’t work for your Brand. After trialling one or more solutions, it should be relatively easy to make a highly informed decision as to which solution will be the best for your Brand.
Following our 5 steps to selecting your BAM solution will ensure that the BAM you select and the company you work with is the right fit for your Brand, meaning you avoid the pitfalls and maximise the potential and power a BAM solution offers.