How do some of Australia’s greatest brands keep their teams on brand and get great work out the door quickly? Download 10 Steps to Protecting Your Brand to find out how.
Never before have marketers had so many competing interests – to quickly produce more relevant content to niche audiences, yet do so under the shadow of both brand and regulatory compliance.
With digital channels exploding as well as the influence of the risk department, not getting fined and being clear to consumers about messaging is equally important as is producing great, on-brand creative.
According to Tessa Court, the CEO of IntelligenceBank, a digital asset management and marketing resources management platform: “Most companies are undergoing a wave of digital transformation projects whose aim is to create operational efficiencies to reduce cost and risk. This is the case now more than ever with more and more people working from home.
“For marketing, this means getting brand consistency and quality right across all media to protect brand reputation and to ensure messaging and claims are accurate. Ironically, organisations spend millions on developing and creating their brand, but without a brand portal with brand compliance capabilities in place such as workflow approvals, creative templates, brand education and an automated disclaimer engine, it is essentially impossible to manage this important aspect of brand marketing in a methodical and measurable way.”
At IntelligenceBank, we work with some of Australia’s leading brands such as NAB, Suncorp, ANZ, Torrens University and many more. Here is what the best of the best have in common when it comes to streamlining brand compliance.
1. Digital Asset Management – Centralise approved creative content and make it easy for your team and agency partners to request approval prior to using creative.
2. Online Brand Guidelines – Showcase technical and strategic aspects of your brand with quick downloads to tools and assets and celebrate best practices. Eliminate off-brand creative and excuses for ‘not knowing’.
3. Advertising Disclaimer Engine – Make marketing compliance everyone’s job with self serve disclaimer engines that automatically inform your team which disclaimers go on which ads, across specific media while alleviating bottlenecks with legal.
4. Creative & Project Briefs – Let your team brief in projects, and route approvals to the appropriate people for sign off pending media budget or risk profile of the content. When people are aligned with the key messages and the brief upfront, there are fewer issues down the track.
5. Creative Templates – Ensure your local marketing stays on brand and looks great – always, without typos, nasty fonts, clipart and misinformation.
6. Brand Team News – Send out quick updates to your marketing team and agency partners, showcasing best practice examples of ‘on brand creative’ and link it back to your BrandHub for more detail. There’s nothing more inspiring than beautifully executed work.
7. Content Risk Scoring – Automatically score creative content based on risk profile to elevate certain creative to the leadership team for sign off. This ensures the most high profile and riskiest content gets reviewed first.
8. Automate the Marketing Inbox – Kiss the brand email goodbye and streamline how the rest of your company interacts with the brand or marketing team. Stop the goose chase, enable people to self serve logos and other requests so you can work on what’s important.
9. Dashboard Reporting – Seamlessly manage brand budgets, talent usage rights and the status of brand approvals and never miss an important milestone.
10. Campaign Calendars & Kanban Boards – Manage your brand from above with a high-level overview of all key brand activity planned and in market to avoid duplication.
See how IntelligenceBank helps Australia’s largest brands keep their teams on brand – download the Ten Steps to Protecting Your Brand
