Color palette? Check. Slogan? Check. Messaging? Check.
Your company’s brand is one of your greatest assets. Your brand is your voice; it’s your company’s personality. Your brand is what makes people recognize your expertise and what makes them come back for more.
Branding is a fancy way of saying this: You’re creating a unique personality for your company so that it can be recognized easily through visuals, design, and messaging. Whether it’s a new startup or an established company going through a major revamp, there are tools and practices that can streamline your branding process.
Set the Stage
Creating a brand goes beyond the name and the colors — although they’re part of the equation, your brand should be all-encompassing. There’s a two-step formula for creating your brand: 1) Reflect on your company’s identity. Define your mission and use branding techniques to convey that meaning. 2) Move forward with your goals, using your brand assets to relay these goals to the team. Then, go forth and pursue your vision!
In your reflection time, you have the power to collaborate with your team to brainstorm what really is important to your company and what needs to be reflected in your overall identity, aka your brand. Your customers (new and old) will recognize you by this, whether it be an inspiring slogan or an art-infused Instagram. Some companies use this time to organize teamwork sessions, where employees work together to brainstorm values and the vision of the company. Others empower the leadership team to set this vision. Whatever it is that works for your company.
Your brand also enables a sneak peek into the future. According to Entrepreneur, 77% of consumers want to have a relationship with your brand. How will they do that without knowing your brand or where it’s headed? Keep your goals in mind and your consumers into consideration, and then put it into action.
Make it Yours
It takes 5-7 brand impressions to ensure that someone will actually remember your brand, according to Pam Moore Marketing. Recognizable brands like Google, Nike, and Amazon had to start somewhere, right? At times, branding feels trivial, but it’s an integral part of your foundation as a company.
When you’re in a client-facing role, you’ll want to have everything together to ensure you’re representing your company well. If you have a set brand identity and you’re managing your branding assets efficiently, this will be a breeze.
Been There, Done That
Rebranding is a huge undertaking, and, in some ways, it’s more daunting than starting from scratch. A rebrand can be a success, but there’s also a huge risk that it could be a flop.
Why rebrand? Heavily negotiated, the topic of rebranding hasn’t found a happy medium yet. Traditionalists vouch for keeping everything the same despite changing times, whereas more progressive marketers support a rebrand as frequently as every 7 years. Many times, rebranding isn’t a choice. When your company evolves, so does your brand. If you have a new CEO or leadership team, there may be a rebrand in your future.
“Your premium brand had better be delivering something special, or it’s not going to get the business.”— Warren Buffet, CEO of Berkshire Hathaway
You’ve established your brand. Now what? One potential cause for a branding failure is a lack of organization or follow-through, so the next step, naturally, is to ensure that your hard work pays off. Using a brand asset management tool guarantees a more smooth, seamless process for your branding roll-out.
A brand asset management tool falls under the umbrella of digital asset management systems. It collects all of your brand assets and finds a home for them. Then, it enables the organization and streamlining processes to make for a seamless process when retrieving or adding assets.
Within your DAM system can live your brand asset management (you guessed it —BAM) system. A BAM system is all about managing your personal brand in one place. Your team can easily find or upload templates and assets without scouting the entire company drive. A successful BAM system is organized, protects your information, and employs easy navigation throughout its interface.
Ready to Rock ‘n Roll
Rolling out a BAM system to your team is the fun part, as long as you do it within a reasonable timeframe and with a clear direction of how it works. To have a better understanding of a sensible implementation process, check out these steps:
- Evaluate what needs to be provided. The system won’t be effective unless all necessary assets are uploaded to it. It’s worth the extra time to sort through your assets and compile a list of what does and does not belong in your system.
- Inform your team. “Brand assets are located here now,” followed by a link won’t suffice. Let your team know in advance (if they don’t already) that a BAM system is being implemented. Some people won’t even understand what it will entail or how it will impact their work, so it’s helpful to take the time to shed some light on your new tool. You’ll get bonus points if you ask for feedback on how to improve the tool once it’s put into use.
- Provide tutorials. If your BAM system doesn’t already provide tutorials or step-by-step instructions on how it is used, be sure to give your employees a sense of direction.
- Go live. Once everything is ironed out as best as possible, introduce the BAM system to your crew. Chances are it won’t be perfect, so leave some wiggle room for revisions and a brief trial-and-error period.
In today’s world, creating a brand for your company is a given. It doesn’t have to be a chore, though. With the right tools and steps, you’re on your way to a successful, streamlined branding process. Happy branding!