Marketers are becoming increasingly responsible for buying marketing related technology and services for managing digital files. Here at Brandworkz, we are seeing a growing trend for marketers to implement a digital asset management platform, sometimes also called an online brand management portal.
In line with this trend, marketing and brand teams in global companies are using their digital asset management platforms widely and frequently, and probably take their working resources pretty much for granted.
But we believe you can deliver much more value to your business from your digital asset management platform if everyone in the organisation makes use of it, not just your marketing teams.
It’s true that people working in other departments don’t always see themselves as directly responsible for the brand. And yet, if your HR team, sales people and IT department are all able to get hold of the current, approved and brand compliant digital assets they need, the outcome is hugely positive in terms of brand consistency, brand experience, and ultimately your business.
Here are five ways in which you can help make that happen…
1. Integrate with the corporate intranet
Everyone in a business uses the corporate intranet in one way or another for a whole variety of resources and information, so the ideal is to have your brand or digital asset management platform accessible through a link on the company intranet.
Through a technology called Single Sign-On (SSO), employees are logged in automatically when clicking the link so they don’t even realise they have gone to a different site. In our software we typically achieve this with the increasingly popular SSO technology SAML.
Once users discover they can access the brand management platform so easily, they’ll feel encouraged to use it. That way everyone in the business can be motivated to become a brand advocate.
2. Keep the brand in view
We would always advocate creating a digital asset management platform that looks on-brand and that reinforces how everyone should communicate, both visually and verbally at first glance. Why?
Because your employees are more likely to feel stimulated as brand evangelists to carry the right messages consistently through whatever channel of the business they operate in if they are immersed in the brand at the start of each day.
If everybody in the company is pulling in the same direction when it comes to managing digital files, your company is much more likely to deliver the brand promise and become more successful.
3. Establish a brand community forum or blog
Marketing and branding personnel don’t have the exclusive on ideas about how to make the business stronger. Innovative suggestions can spring from anywhere in the company.
That’s why it can be particularly productive to provide an interactive space in which employees can communicate with one another, managing digital files, sharing ideas and knowledge and feeding back reactions to brand issues.
With a community manager acting as official moderator, responsible for the efficient operation and supervision of the debate using an Approval Workflow tool, such a forum can function as a fertile seedbed for the growth and nurture of new thinking and ideas.