What is brand management?
Brand management is the practice of defining how an organization represents its values, culture, and products to the public. Marketers use brand management software to ensure that their colleagues and external partners represent the brand with consistent messaging and imagery.
A “brand” is the culmination of every experience a person has with an organization. It’s a set of perceptions fueled by marketing materials, product usage, reviews, personal interaction, news articles, and numerous other touch points. The point of brand management is to shape and influence the conversations people have about an organization.
Marketers struggle with brand management because branding happens in many different contexts. From trade shows, sales meetings, and storefronts to digital ads, social media, and e-commerce, presenting a consistent brand across all fronts is not easy. However, the common denominator in all these situations is content and the digital assets that underlie it.
Brand management software aims to bring rigor, visibility, and strategy to these digital assets. Brand managers depend on the Widen Collective®, our enterprise content management platform, to:
Centralize approved brand assets in one place
Control which user can access which assets
Share brand guidelines with creators and partners
Streamline content review and approval
Enforce brand guidelines during new content creation
Curate content for sales teams, dealers, partners, and agencies
Localize brand assets for different regions and cultures
Evolve brand tactics and strategy based on asset analytics