Your brand crosses continents – can your brand management system cross the street?


Announcing a new eBook with best practices on worldwide brand-compliant communication

More. More. More.

The typical global brand manager today is handling more campaigns to more audiences in more countries in more media with more agencies than just a few years ago – yet with essentially no more budget – and here’s the killer – a fraction of the time to manage it all. Sound familiar? Yeah, it does to us too!

At BrandMaker, we work with many of the largest consumer (and business) brands in the world. We see what it takes to manage brands across borders, business units, and budgets. So we identified the 10 top practices of global marketers into one compact eBook (get your copy). You can bet that one of those topics is global brand management, which we will highlight here, but get the other nine in the eBook.

We believe that the extent and pace of developing and running campaigns with marketing technology has advanced to the point where it no longer makes sense to try to manage the whole thing manually. Global brand development now requires digital brand management solutions.

Why brand management needs to go digital

Why? Global brand markers need to retrieve brand-compliant assets for all touchpoints and to have self-service templates and essential guidelines available to all the internal stakeholders and external agencies and freelancers who are required to execute global campaigns.

Also, a central marketing portal forms the basis for brand-compliant communication. It serves as a starting point for the retrieval, adaptation and provision of corresponding assets, as well as a source of knowledge and inspiration for employees, partners, agencies and all other stakeholders. This enables marketing teams not only to define their corporate identity and corporate design, but also to implement it across all areas of the company with maximum efficiency and effectiveness.

What digital brand management buys you

Brand marketers are looking to create advantages in four areas:

Brand expansion: To increase the creativity of employees, agencies and stakeholders through easily available, up-to-date brand assets

A clear brand image: To apply corporate identity and design guidelines reliably to all relevant areas of the company

Brand protection: To integrate brand guidelines including images directly into the business rules of the creative templates

Team efficiency: To streamline management of brand assets for all content development employees and agencies with readily-available brand guidelines and creative templates that reduce time wasted finding and correcting brand expressions

A consistent brand image and local adaption

Consistent brand management also means using marketing content for local markets without violating brand guidelines. A campaign that works in Germany doesn’t have to work in China or the US. It’s no secret that local markets have local requirements, but it’s always a big challenge for marketing teams.

Web-to-publish solutions are helpful here, because they allow print and digital media to be produced dynamically and according to requirements. Both employees and partners can easily adapt existing marketing materials to local needs without the need for complex and cost-intensive graphics programs.

Brand management via a central platform enables you to reach your target groups worldwide. You produce high-quality marketing materials for local markets efficiently and without significant additional costs, which follow your corporate design 100%.

But wait – there’s more!

These are our thoughts about brand management, but we both know there’s a lot more to global marketing than that. Read about the other nine best practices of global marketers into one compact eBook (get your copy ).

Dunja Riehemann By Dunja Riehemann

Top Picks