Best Brand Management Software

What is Brand Management?

According to BusinessDictionary, The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves several important aspects, such as cost, customer satisfaction, in-store presentation, and competition.

Brand management is an aspect of marketing that utilizes techniques to boost the recognized value of products or services over time. Understanding brand management starts with a comprehensive knowledge of the term ‘brand.’ This means making a promise and fulfilling it. Branding builds relationships - customers get committed to your company. It also makes your products or services stand out from the competitors.

Brand management consists of managing the tangible and intangible attributes of a brand. Real details include product, pricing, packaging, customers’ experience, etc. At the same time, supernatural features include brand equity, brand image, brand positioning, brand associations, and emotional connection with products or services.

It is all about seizing the niche market for the products or services you offer, generating trust for your existing and potential customers, and creating a sense that you have a unique solution to their problem.

What is Brand Management Software?

Brand management software is a marketing tool that helps companies maintain standards and control their brand consistency. It enables organizations to follow processes that promote brand consistency across various channels and customer touchpoints.

Brand development is a complex process and requires a lot of patience. The traditional methods are completely obsolete, and despite the new opportunities available due to digitization, many businesses still find it hard to develop brands. Some of the most common brand management obstacles marketers face are putting the available data to efficient use, failing to have a compelling vision, acquiring integrated marketing communication, and being unable to train employees to convey a consistent message whenever required.

These problems have become so common that specifically designed solutions are available to tackle them. The tools that can centralize efforts, break down complex processes, and allow effective data utilization can be called brand management software.

The single, centralized database enables users to create, manage, store, and share resources and files to ensure brand consistency in all mediums.

This can assist your staff in managing the workflow process for producing and approving new marketing assets.

Benefits of Brand Management Tools

The tremendous growth of digital marketing has changed the way businesses work. More and more people marketers are buying and using the software. These tools help in brand promotion, improve marketing initiatives, and deliver superior customer experience.

A brand management platform is the central content hub - the only source of brand assets, campaign components, and guidelines. There are several reasons why using a brand management service will revolutionize the way you do business:

1. Centralized System

   It is crucial in brand management that all the systems feed the same data with authorized digital resources in an automated way. Brand management applications allow to storage and access of every brand asset, campaign, advertising or marketing template or layout, presentation, document file, etc., from a centralized location or over the cloud.

2. Flexibility

   This means the system passes only the required things by the connected platform. For instance, in integration with social media, the web CMS would allow only images and videos in the brand management platform approved for the web; Or it would allow it to the whole social media team. The CMO can have his/her say in which the team has access to what content. But here, members can take the initiative in searching for the right materials without involving the CMO every time.

3. Economic and Productive Working

   A brand management system allows users to connect the system to other systems or tools the organization uses. So, it becomes possible to load files from the brand management platform to whichever other software or platform is being used in the organization. The availability of these materials to other staff with much interference boosts productivity.

4. Minimizing Duplication of Assets

   Whenever any digital help is uploaded to the system, it must undergo a screening process. This could involve authorization, approval, or a digital signature. Then it can be used in all brand-related activities. Thus a level of consistency is maintained, and duplication is prevented.

Features of Brand Management Software

Brand management tools offer many features through which brand managers can manage their brand globally and locally while ensuring total control. Here are some common elements that brand management software provides:

1. Real-time Insights

   It lets users access real-time insights across the whole brand management process so that analysis can be performed to reveal any patterns or trends.

2. Search Options

   This might seem like a simple feature, but it just cannot be overlooked. Simply typing in the resources you’re trying to locate will save time.

3. Social Media Connectivity

   A brand management system can easily connect with your company’s social media handles. You can share various insights and information and track your company’s performance on social media.

4. User Defined Access

   With this feature, you can choose users to whom you want access to the company’s assets. Also, you can deny access if you observe something suspicious.

5. Resource Management

   Users can create their own marketing and design resources to help brand development. Brand management apps also allow users to share and obtain resources from different users across the platform.

6. Multi-Format Output

   Certainly, you will want content in different formats as different platforms and channels demand it in other forms. Brand management software lets you get content in forms like PDF, JPG, PNG, HTML, JPEG, GIF, etc.

7. Control for Approval

   The user can review any marketing strategy, campaign, or social media post before manually approving it, or he/she can also set it for automatic support.

8. Automation

   There are a lot of things that can be done automatically to save time. These tools allow users to streamline the designing process, which increases overall productivity.

9. Notifications

   This feature lets users send alerts to some specific users or a group of people for pending approval requests and content reviews.    

Why Does Your Business Needs Brand Management Solutions?

Brand management solutions provide a solid foundation for a business to promote its products and services across different mediums, on brand, or flexibly. It serves many purposes, such as:

• Conserving a brand’s identity and integrity: every asset carries its importance that maintains the brand identity. If the brand’s content is disorganized or fragmented with improper branding, messaging, and design, it runs a real risk of diminishing the brand value and affecting the customer experience.
• Sales boosting tools: The sales team relies on speedy and relevant assets as it gives them the freedom to personalize their email marketing collateral, slide shows, handouts, banners, and other assets. Brand management tools ensure a sales team gets all the approved assets needed to serve prospects or customers.
• Self-help functionality: Brand management software enables employees to use approved, branded resources from various platforms at a time of their liking. So, there is minimum or no time spent asking for help. Instead, employees spend time in self-help. The tool allows users to modify approved assets from anywhere, anytime. Thus reducing the need to create a purchase every time.

You can boot your business and manage your brand through traditional methods, but it gives limited space. All successful companies work on big data and analytics to make data-driven decisions. Brand management systems are the best option if you want to make your process automated and work with big data. You can easily determine useful insights and will be able to understand your customer needs like never before.

Brand Management Industry Overviews

Brand management activities have seen a continuous rise in the past few years. Nowadays, customers make quick decisions based on readily available information. The brand image also plays a vital role in the quality of products/services. Therefore, consistent branding has a major impact on sales rather than quality.

Customers are becoming more aware and more critical of rudimentary advertising. Companies must now create unique content-based strategies to attract an audience and establish a good reputation. Maintaining content consistency across different channels and tracking its performance can be a huge task, and mismanagement could adversely affect a brand. 

Studies show that consistently delivering content across all channels increases revenue by up to 23%, and content-based methods generate three times more leads than paid ads. Also, 90% of online searches are made by people who haven’t decided about a particular brand. This means the content is the fundamental factor in determining the stature of any brand.

These numbers show how crucial brand management can be and how it can affect profit margins. Due to this, the brand management approach cannot be left to a stroke of luck. Selecting a proper brand management solution can ensure the company's intended results.

Points to Keep in Mind while Purchasing Brand Management Solutions

As you’re aware now that brand management software works for all sizes of organizations, so before going for any such software, you have to understand your needs.

• A web-based or cloud-based brand management tool is the best option for small business owners due to its affordability and economic applications.
• A dedicated category for medium- and large-sized businesses is corporate brand management software. This will provide on-premise solutions; you can organize and manage in-house branding processes.
• Brand management tools also allow third-party integrations. You can link your organization’s social media accounts, email accounts, online store, website, etc., to the brand management tool to create maximum influence.

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