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What to Include in Your Brand Identity Kit

by Serai Schueller, May 24, 2021


Whether your brand is traveling down the hall to a colleague's office or across the globe, you need to safeguard it for the journey ahead. With freelancers, marketing agencies, internal teams, and many others using your brand in communications and content, it's easy for inconsistencies and misuse to arise. 

A brand identity kit can help by providing disparate groups and individuals with the tools and information they need to uphold your brand consistently. In fact, a brand identity kit is an absolute must-have for all businesses!

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Topics: Marketing, Brand management

What is Brand Experience?

by Serai Schueller, May 17, 2021


Brand experience is the sum of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand. Brand experience is not specific to a channel or media type. Rather, it’s the result — or the lasting impression — that remains after someone encounters or engages with a brand in any environment.

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Topics: Brand management

Developing Brand Guidelines

by Jason McAloon, April 20, 2021

 

Your brand is your company’s most important asset. It’s more than just words on a page or images on a screen ⏤ it’s how you communicate with and attract your audience. From your logo to every customer interaction, it’s the identity of your organization.  

To stand out in a competitive market, consumers need to easily understand who your company is and what you provide. Brand consistency helps consumers feel confident in their decision to become a customer because they know exactly what to expect from you with every interaction.

So, how do you ensure a consistent experience that builds brand loyalty? Develop strong brand guidelines.

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Topics: Marketing, Brand management

Brand Relaunch 101: Creating a Successful Brand Rollout Plan

by Jason McAloon, April 19, 2021


Every brand evolves over time. One day, your brand will outgrow the look and feel you’ve used for years. The audience you speak to will change their behaviors. Your purpose will take on new meaning. And eventually, you’ll need to redesign the look and feel that worked so well, and relaunch your brand.

Just the idea of relaunching all your newly designed brand assets can feel overwhelming. How are you possibly going to coordinate all the changes and updates? Don’t worry, with the right tools and a strategic approach any brand can roll out new assets at a global scale.

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Topics: Creative, Brand management

A Beginner's Guide: What Is a Brand Manager?

by Jason McAloon, April 6, 2021


Business environments today are tough. Things change fast. From a new competitor on the scene to shifting market conditions, technologies, and buyer dynamics, there’s a lot that’s simply out of our control. Because of this, organizations are putting more and more emphasis on the things they can control — like their brand. 

Brand management, once a practice reserved for the Coca-Colas and Nikes of the world, is now a commonplace practice for any organization looking to win the hearts, minds, and spend of their target audiences. And, just as you see with other business priorities, it helps to put a dedicated person in place — like a brand manager — to ensure it succeeds.

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Topics: Marketing, Brand management

Brand Assets and How to Get the Most Out of Them

by Jason McAloon, April 5, 2021


Your company’s brand is the culmination of every experience a person has with your organization. It tells the world who your company is, and what you do. It is a differentiator that identifies your products or services as distinct from others in your market. And the world’s strongest brands stand out by building and maintaining brand consistency.

A range of elements — both tangible and intangible — contribute to a consistent brand experience, including tone, voice, and visual design. And each of these elements are thoughtfully and strategically developed over time, using your brand assets.

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Topics: Brand management

Protect Your Brand with Digital Asset Management

by Nate Holmes, March 29, 2021


You’re putting your brand at risk when you don’t use a centralized system to store and manage your digital assets. That risk comes from crashed hard drives, missing metadata, and the slow creep (or disastrously fast explosion) of inconsistent brand experiences. If you want to avoid unintended damage to your company’s lifeblood, it’s time to learn how to protect your brand with a digital asset management (DAM) system.

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Topics: DAM, Brand management

Digital Branding and the Role of DAM Software

by Jason McAloon, March 25, 2021


There’s no denying that we live in a digital world. From the millions of websites and apps at our disposal to the internet-connected phone in our pockets, the evidence is all around us. According to the 2020 Global Digital Overview from We Are Social and Hootsuite, the average internet user now spends 6 hours and 43 minutes online every day. 

After the changes in behavior brought on by the COVID-19 pandemic, we rely on the web for just about everything. Whether we’re shopping, researching a new product, or communicating with a business, we often turn to the convenience, practicality, and safety of digital channels.

So, given the digital nature of today’s consumers, how should businesses approach branding? And, furthermore, what role does digital asset management (DAM) software, like the Widen Collective®, play in a brand’s quest to win the attention, loyalty, and dollars of these buyers?

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Topics: DAM, Brand management

Brand Success: What’s DAM Got to Do With It?

by Jason McAloon, March 23, 2021


If you want to achieve success as a brand in this day and age, it’s time to fully embrace the reality that you’re in the experience business.Transactions are no longer a simple exchange of money for goods or services; consumers demand more. They expect you to win their affection and loyalty by delivering consistent, memorable experiences at each and every interaction.

Because of this, the digital assets and content you use to tell your story, educate your audiences, and represent your brand, are more important than ever. To thrive and grow in the experience economy, more and more successful brands turn to digital asset management (DAM) systems.

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Topics: Marketing, Brand management

Why Is Brand Management Important to Marketers?

by Jason McAloon, March 18, 2021


Every marketer knows that brand management is important, but not everyone agrees on the reasons why. That’s because the strength of your brand is dependent on customer perception, and influencing how you’re perceived by a market is extremely complicated. To build a brand that customers choose over competitors, you need to start with a clearly defined brand vision, organizational self-reflection, and company-wide discipline. 

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Topics: Brand management

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