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brand management

What is Brand Management?

Brand management captures all aspects of designing, delivering and regulating the desired perception of your company. You invest heavily in developing your brand — to make it successful, you must be able to manage it. That means quickly delivering, controlling and protecting brand assets while guaranteeing easy access and ensuring consistent usage among an entire organization.

The experience surrounding a brand’s products, services, people, pricing, designs and even the customers themselves influence the reputation of a brand. Brand management ensures everything is consistent, aligned, readily available and appropriately used.

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Your brand is what sets you apart from your competitors. It’s the foundation of your company’s reputation and directly influences buying decisions. Well-managed brands are consistent, and their collateral is quickly accessible.

That’s why you should experience WebDAM and Brand Connect, the #1 trusted brand management software — sign up for a free demo now.

Think about the terabytes of brand assets you create to drive home your brand’s message: trade show materials, social media, blogs, sales presentations, advertisements, websites, print media, direct mailings, display ads, press releases, images, marketing communications and more. The quick development, management and appropriate usage of these brand assets are essential to your business.

And that’s where Brand Connect comes in: it’s an all-in-one online brand management solution that aligns your brand assets to your brand management guidelines, brand strategy and approved usage.

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Frequently Asked Questions about Brand Management

Who uses brand management?

Marketers are the core advocates of brand management within an organization. The leadership team comes together to decide on the exact positioning they want their brand to achieve and marketers are tasked with the job to get there. Marketing professionals create brand guidelines for everyone to follow, then monitor and enforce these set standards across their organization. Brand management software brings such brand strategies to fruition.

Larger organizations appoint a specific person to be a brand manager. The brand manager acts as a safeguard  against inconsistencies in all communication, marketing materials, sales resources, product promotions, customer experience, company partners and everything else that contribute to a brand’s image. A brand manager often deploys brand asset management software to control branded collateral and provide secure access to these essentials files — ensuring rapid brand growth without bottlenecks.  For growing companies, it’s often difficult to keep all teams and content aligned. Many companies work with external agencies, contractors, and across multiple siloed divisions. A brand manager ensures these people have the resources they need in order to successfully convey a company’s brand in everything they do.

What are the keys to being a successful brand manager?

If you’re a brand manager or looking to hire one, it’s important to know what characteristics are important to achieve successful brand management.

  • Strong leadership qualities, especially solid communication skills, are necessary for any management role. Being a brand manager requires constantly educating and guiding all departments in an organization to be aligned.
  • The best offense is always a good defense. Brand managers are tasked to protect their brand from messaging that might be negative. Problem solving skills are necessary to approach sticky situations to prevent PR nightmares, or at least diffuse them to minimize additional damage to an overall brand.
  • Being organized is vital for brand managers to reach their goals. Utilizing software solutions that enable social media monitoring, brand asset distribution and centralizing all brand materials are great ways to stay on top of everything.
  • Strategic thinking allows brand managers to keep their brand fresh and ahead of the competition. Be aware of current news and trends that influence your target audience and customers. Keep your eyes open for creative opportunities to engage new customers.
When do I need to invest in brand management software?

The truth of the matter is deploying brand management should happen at the beginning of a company’s brand development. For larger organizations, it is mandatory. Imagine a marketing and creative team of just three people trying to work diligently, but not always knowing where the files they need are located. Without a centralized brand asset platform, companies are limited to working fast and delivering rapid brand growth.  As an organization gets larger, the bottlenecks and inconsistencies become even more apparent. If digital assets are saved on individual hard drives and not easily searchable and accessible, more time and energy get wasted in search or just recreating files. If brand assets or rights managed images are used incorrectly, the consequences can be extremely damaging.

A brand management platform eliminates the guess work. You know where to go when you’re looking for files and the most current versions are always there to work with. You won’t have to worry about inconsistencies with any of your brand collateral. Only the most current versions will be available to download. Brand management also ensures that assets are used in a controlled and correct manner.

How do I select the best brand management software for my business?

Once you decide the time is right to invest in a brand management system, you need to evaluate all options and exact needs. Here’s what you need to do to select the best brand management software:

  1. Create a list of all challenges your company currently faces when it comes to brand assets.
  2. Indicate who the main users are and what type of access they need. Include all internal and external users.
  3. If desired, figure out how involved your IT department wants to be. For SaaS software, this is not required.

From those initial steps you’ll have all the ammo you need to select the best fit for your company. Knowing the challenges allows you to voice them to competing vendors and listening to demonstrations that are tailored to your needs. Learn about features that your teams will actually use to optimize current workflows and discover more efficient ways to work with your brand assets. Think about who will use your brand management system.  Initially, just your creative and marketing teams might have access, but some solutions like WebDAM allow you to easily configure different levels of group access and permission.  For instance, have your sales teams know where to look when marketing creates new resources for them to leverage.  In addition, ensure they always have the latest versions of materials.

Lastly, if deciding between SaaS cloud software vs. on-premise software, do your research.  For instance, cloud solutions provide no burden on your IT departments. While on-premise software requires IT spending, IT management, IT involvement, extra costs, and the risk of being with outdated software very quickly. Many IT teams are often swamped with business critical projects, that don’t include marketing-centric initiatives such as brand management.

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