Migrating to a new Brand Management platform is not a quick process, but Rome wasn’t built in a day. With a wealth of decisions to be made to ensure a successful migration, including UI/UX design, fully define the functionality and features of the platform, and to decide when functionality testing will occur the process can be time consuming but the more detailed the commitment will provide immense value for the brand in the long run. This is a helpful guide for brand management platform migration.
One of the most important processes that need to be considered and well strategised is the migration of all brand assets onto the new Brand Management platform.
To ensure a smooth and headache free migration, we've found it simpler to look at it as moving house with 7 short steps to moving the brand assets from their old home to the new one.
Brand Management platform migration - 7 steps to success:
1. Audit your brand assets:
Create an audit (detailed list) of all your brand assets and look for them everywhere; existing systems, cloud based storage services, FTP's, desktops, shared drives, hard drives, CD's and even YouTube. You'd be surprised how many teams find it easier to get their campaigns from YouTube rather than their own systems.
2. Identify the asset owners:
Knowing who owns the assets, why they were created and what they're for is all necessary information that can be incorporated into the system metadata (see point 6).
3. Pool all the brand assets in one place:
By putting them in one place you can more easily see what's missing. If there are gaps or inconsistencies look again until you've found everything.
4. De-clutter your brand assets:
Separate out old/expired brand assets from the current live brand assets. For the old/expired assets decide whether to archive them within the new brand asset management platform or (more cheaply) off-line. Just bear in mind that if they're offline, they'll be harder to access in the future.
5. Create a simple taxonomy:
In essence, create an easy to understand classification system. Put yourself in the shoes of your end user and organise your content and assets in a simple and intuitive structure, which is easy to browse.
6. Put intelligence around your brand assets by adding metadata:
Ask yourself what information needs to be appended to make an asset easy to find again. As a minimum include: campaign name, asset type, brand name, year, brief description, rights and usage, expiry date. Try to keep your list of metadata as short as possible and with as few mandatory fields, striking the balance between being able to find the correct assets whilst minimising the workload for people uploading materials.
7. Migrate the brand assets:
Decide whether to upload assets manually or automatically. Most people would choose to migrate automatically as it seems so much quicker. Whether you decide to migrate manually or automatically you still need to check the final results. Can you find the assets? Does the taxonomy make sense? Is there enough metadata to make assets easy to find? Does it look right?
Whilst migrating to a new brand management platform can seem like a daunting task, if you put in the time and the work, in the beginning, it ensures the continued development and progression of your platform will be natural, efficient and provide a return on investment from Day 1.