Best Brand Management Software

According to BusinessDictionary, The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of 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. The understanding of brand management starts with having 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. Tangible attributes include product, pricing, packaging, customers’ experience, etc. While intangible attributes include brand equity, brand image, brand positioning, brand associations, emotional connection with products or services.

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

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 when it comes to brand development. 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 unable to train employees to convey a consistent message whenever required. 

These problems became so common that now specifically designed solutions are available to tackle it. The tools that can centralize efforts, break down complex processes and allows effective utilization of data can be referred to as 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 to manage the workflow process for producing and approving new marketing assets.   

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 features that brand management software offers:

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 a simple and straightforward feature but it just cannot be overlooked. Simply typing in the resources you’re trying to locate will save a lot of time.

3. Social media connectivity

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

4. User-defined access

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

5. Resource management

The user can create their own marketing and design resources which could help in 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 different formats. Brand management software enables you to get content in a variety of formats 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 approval.

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.        

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 not only help in brand promotion but also improves marketing initiatives and delivers 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 fed the same data with authorized digital resources in an automated way. Brand management applications allow to store and access every brand asset, campaign, advertising or marketing template or layout, presentations, document files, 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, an 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. Economical and productive working

A brand management system allows users to connect the system to other systems or tools that the organization is using. 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 asset is uploaded to the system, it is required to go through a screening process. This could involve authorization, approval or digital signature. Then it can be used in all the brand-related activities. Thus a level of consistency is maintained and duplication is prevented.

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

• Conserving a brand’s identity and integrity: every asset carries its own importance that maintains the brand identity. If the brand’s content is disorganized or fragmented with improper branding, messaging and design, then it runs a real risk of diminishing the brand value and it affects 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 that a sales team gets all the approved assets that they would need to serve prospects or customers.
• Self-help functionality: Brand management software enables employees to use approved, branded resources from a variety of platforms at a time of their liking. So, there is minimum or no time spent asking for resources. Instead, employees spend time in self-help. The tool gives the ability to users to modify approved assets from anywhere, anytime. Thus reducing the need to create an asset every time.

You can boot your business and manage your brand through traditional methods, but it gives limited space. All successful businesses work on big data and analytics in order 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 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 along with the quality of products/services. Therefore, consistent branding is having a major impact on sales rather than quality.

Customers are becoming more aware and more critical of rudimentary advertising. This means now companies have to create unique content-based strategies to attract an audience and establish a good reputation. Maintaining the consistency of content across different channels and tracking its performance can be a huge task, and mismanagement could have adverse effects on a brand. 

Studies show that consistently delivering content across all the 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 made up their minds about a particular brand in advance. This means the content is the fundamental factor in determining the stature of any brand.

These numbers show how crucial brand management could prove to 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 assure the results that the company is intending.

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.

• For small business owners, a web-based or cloud-based brand management tool is the best option due to its affordability and economical applications.
• For medium and large-sized businesses, there is a dedicated category - corporate brand management software. This will provide on-premise solutions and you’ll be able to organize and manage in-house branding processes.
• Brand management tools also allow third-party integrations, which means 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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