Strong brands command a premium. But to realize premium value, your brand must gain significant purchaser recognition to establish trust and speed purchase decisions. Purchaser recognition is premised on consistent portrayal of your brand – from brand story to brand personality to brand elements – across all company/consumer touchpoints. Without it, the harmonious symphony you call your brand can quickly drift out of tune, or even collapse into a cacophony.
Single Source of Truth
A leading tool to help ensure brand consistency is a single source-of-truth media library like Flight by Canto. A media library is a system that can store, organize and share digital brand assets your company needs to manage. Your brand assets consist of the images, videos, color schemes, logos, presentations and collateral that form your brand’s core identity and visual style.
With a media library, you can place all your brand assets into a portal for sharing across your company. By supplying them in an easy and accessible location, everybody knows where to go for brand identity materials, or the newest tweaks to your current campaign rollout. This alone can substantially cut down logo and image requests to the marketing department, as most employees are more than happy to self-serve and reduce their wait times. It also helps avoid such unfortunate outcomes as the employee who, short on time and patience, sends out a hacked-together version of your company’s logo, or uses an outdated template for media presentation.
Getting your message out across a multitude of channels multiplies brand consistency challenges exponentially. Ensuring that the right company and product logos, graphics, offers (and even languages) appear in the right places at the right times requires a robust system to organize those assets, and make them available to the right external stakeholders, partners and suppliers. The value of a media library really cannot be underestimated here. Just one wrong use of a logo or image can strike discord into the heart of a big campaign.
One way to leverage a media library against this risk is to set up external campaign portals by channel, country or region, and provide access rights only to those who need them. Your marketing team administrates and maintains oversight over the whole production, selectively limiting view and access by outside parties. This isn’t managing permissions on nested drive folders within folders, it’s just intuitive drag and drop. Such a system can reduce marketing logistics anxiety. We all know the peace of mind and satisfaction that comes from knowing your message is safely marching across broadcast, digital and print collateral, ad networks, in-store signage and purchase displays.
Social Media Marketing
One marketing channel that deserves special attention with regard to brand consistency is social media. This is where many companies often go astray, because they tend to let their hair down on social media, as the imagery used and tone adopted becomes personalized to the person posting. If posted images and voice drift too far, your social media presence can end up disconnecting from your core brand and creating consumer confusion.
One sure way to keep social media in check is to use social media integrations within a media library, like Flight’s Facebook integration, so that social media marketers can augment their brand judgement with preapproved imagery. This is especially useful in avoiding the legal jeopardy that can occur from, say, someone pulling an image down direct from google search, and posting it in the name of your company.
Copyright, Usage Restrictions and Watermarks
Little appreciated among brand consistency tools are copyright and watermarking. Traditional file storage and google drive lack ready access to asset metadata that is the hallmark of media library ease-of-use and searchability. From the perspective of brand consistency, the right use of metadata can help teams find approved images relevant to their needs, while also appraising them of copyright and usage restrictions. A publicized dispute or adverse decision over wrongful use can quickly damage trust in your brand.
Last, the use of watermarks for imagery distributed to partners and suppliers can limit downstream brand consistency problems, by stopping print-ready and high res digital assets from going into inadvertent circulation. The brand consistency cost of tracking down just one asset mistakenly “let into the wild” can be substantial. No one wants a big campaign damaged by a premature message leak that leads to public second-guessing of your brand. Watermarking is a core feature of media libraries and can significantly reduce this kind of risk.
Your Brand is a Trust
Your brand is a trust, and needs protection. Media libraries help ensure the integrity of your brand, so that you can reach new sales heights. For further information about media libraries and brand consistency, check out our Stay On Brand! Webinar.