Editor's note: This post was updated February 23, 2017.
It’s often said that branding is an essential aspect of marketing. "Branding" refers to the emphasis and efforts placed on the symbols, names, logos, slogans, designs, and other attributes identified with a company or product. A brand consists of emotional and functional elements to establish a relationship with consumers. The bigger the relationship, the better the brand recognition.
Since people are more likely to purchase from a company they know, building brand recognition is a vital aspect of any business. When a person is ready to make a purchase, you want your brand to be the first one they think of.
How do you build brand recognition? You start with a cohesive brand. Your organization must define a purpose and vision for your brand. The best brands aren’t just lucky, they develop with a clear, unifying direction. Once you know who you are, you can begin building a cohesive story.
Recalling a brand is similar to recalling a person. When people first meet, they don't remember everything about each other. They probably can recall faces or names. If not, they can probably recall a story or way they felt about a person. If you introduced yourself differently, spoke differently, and dressed differently, it would be harder for people to remember who you are.
Brand recognition suffers when people are exposed to differing elements associated with a brand. For a person, those elements could be glasses, a hat, or hair color. For a brand, those elements could be their logo, the words on a webpage, or the style of a photograph. When companies fail to be consistent with the elements that make up their brand, they run the risk of confusing customers and sending messages that don’t sell their products.
Unlike being a memorable person, being a memorable brand requires multiple people to coordinate to consistently deliver across in-person and digital experiences. The exponential increase in variables making up your brand requires the right people, processes, and tools to build a consistent brand.
How do you set your teams up to consistently present your brand? You create a central source of truth for your brand. One place where anyone representing the brand can access the guidelines, files, and messaging to represent your brand. One place where the most up-to-date and brand approved information is readily accessible. One place where files going in and out of the system are tracked and measured. For many brand’s today, that place is a digital asset management (DAM) system.
A DAM system gives a few administrators control of branded marketing materials. They decide what gets used and what doesn’t. They provide teams various access to the branded files that are relevant to them. The social media team has access to photographs and graphics. The sales team accesses properly branded materials. When people have easy, self-service access to on-brand materials, you’ve removed the temptation for them to create their own customer facing content. Brand consistency doesn’t get easier or more effective than that!Explore how DAM is the key to branding consistency.