This document provides an overview of building brands that last through effective brand management. It discusses how delivering a consistent brand experience has become more complex in today's omnichannel marketplace. The key is communicating consistently with customers across all channels in the way they want to be reached. This requires streamlining work processes from content intake to creation to measurement. A digital asset management solution is a critical tool to support brand strategies by simplifying and automating content distribution. It provides a central hub for brand guidelines, assets, and experiences to ensure consistency across touchpoints and over time.

1. Building Brands That Last
A guide to better brand management
March 21, 2019

2. A Brand is not a product or a
promise or a feeling. It’s the sum of
all the experiences you have with
a company.”
Amir Kassaei, former CCO at DDB Worldwide
“

3. 1
2
3
How to build a comprehensive brand
strategy
How consistent brand asset management
positively impacts your organization
Tools for building your brand strategy
What we’ll talk about today

4. Situation
Omnichannel
Personalized
Delivering a consistent brand
experience is increasingly complex
in today’s marketplace
Localized
Connected

5. Impact
Communicating with your
customers consistently across all
channels, the way they want to be
reached
Brand marketers have no choice
other than to increase efficiency
and effectiveness, just to keep up

6. Resolution
Intake
Supply
CreationMeasure
$
Simplifying and streamlining the
never-ending cycle of work, from
intake to creating and supplying
new content, then measuring how
the work helps drive bottom-line
improvements

7. Resolution
Simplifying and streamlining the
never-ending cycle of work, from
intake to creating and supplying
new content, then measuring how
the work helps drive bottom-line
improvements
It’s not just for big brands.

9. Small creative team implemented digital asset
management (DAM) to achieve consistent
branding across 116 locations

10. Deliver a consistent brand

11. Consistency doesn’t mean your brand
always looks the same. It means your
brand always feels familiar.”
Joanna Lord, former VP of Growth Marketing at MOZ
“

12. Consistency
Customer
loyalty
Brand
recognition
Consistency delivers
bottom-line results

13. Iterated differently, but
always feels familiar

14. Key components of
brand strategy
Brand
Strategy
Research
Business objectives
Stakeholder analysis
Market analysis
Competitive analysis
Message
Brand promise
Positioning
Naming
Tone
Design
Logo + tagline
Color
Typography
Graphics
Guidelines
Touchpoints
Digital
Print
Environment
Signage
Ads
Assets
Manage brand assets
Launch brand identity
Share brand identity
An easy way to make sure
your brand looks like it’s
coming from the same
place - is to make sure
your brand assets come
from the same place
A DAM solution is a
must-have tool to support
your brand strategy
Defining your brand
Delivering your brand

15. An engine to automate brand
segmentation and execution
Branded house House of brands
Branded house
vs. house of brands -
most organizations
follow one of these
structures

16. An engine to automate brand
segmentation and execution
Segment once,
execute everywhere
Use metadata,
categories,
collections, portals,
and more to execute
tailored brand
communications
everywhere, easier
and faster
DAM

17. What other ways does DAM power
brand strategy and brand consistency?

18. A central gateway to
on-brand assets
Top Portals
A look at Widen’s
own DAM site

19. A central gateway to
on-brand assets
Top Portals
Spotlight searches -
or linked shortcuts -
deliver assets that
people search for
most, like logos and
proprietary photos

20. A central gateway to
on-brand assets
Top Portals
Also highlight brand
guidelines and
templates to drive
consistency

21. Top Portals
A central gateway to
on-brand assets
Brand assets can be
organized into
Collections ...

22. Top Portals
A central gateway to
on-brand assets
… or Categories,
depending on how people
like to search
Personalize the
experience for users to
make it easier for them to
maintain brand consistency

23. A rallying point for teams
to understand your brand
Create alignment
around your mission
as central to your
brand strategy

24. Colors
Fonts
Positioning
Messaging
Values
Logo/Tagline
CREATE MANAGE
Automated
creative
workflow
Adobe
Creative
Cloud
Project
management
Brand
asset
management
Digitized
brand
guidelines
A mechanism to digitize
and share brand guidelines

25. A mechanism to digitize
and share brand guidelines
Brand portals can
share value
messaging, logos,
colors, fonts, photos,
icons, grids, swag,
and more

26. A mechanism to digitize
and share brand guidelines
Logos
It functions like a
mini-website and
personalizes the
experience for
different audiences -
employees, partners,
freelancers, media,
and agencies

27. A mechanism to digitize
and share brand guidelines
Make guidelines
accessible in an
easy-to-use digital
format, so people
can instantly
download approved
assets for consistent
branding

28. The business value of your brand
Strong, consistent brands increase sales by 40%
Weak brands lower sales by 33%

29. Cheat-sheet for delivering a
consistent brand

30. ❏ Spotlight search or
collection
❏ Branded collection
share page
❏ Site name ❏ Vanity URL ❏ Logo and
favicon
❏ Brand Portals❏ Login page image ❏ HTML
system message
❏ Brand guidelines
system message
❏ Workflow for
brand approval
❏ Templates to
localize your brand
12 ways to attain brand consistency
with the Widen Collective
❏ Insights dashboard
of top brand assets
Housing brand strategy components in a
centralized DAM make it easier for people to
execute and maintain your brand

31. Bringing it
all together

32. What events are triggers
for the magic duo of brand
strategy and DAM?

33. Events that are triggers for brand and DAM
Rebrand or brand refresh
Website redesign
Merger or acquisition

34. Rebrand or
brand refresh
Website redesign Merger
or acquisition
Designing a new identity and
pushing assets to people who
need them to create
Launching a new identity to
the market
Updating the look and feel of
your brand across channels
Getting assets without
leaving your CMS platform
Using embed codes to
automatically update assets
wherever they live online
Centralizing assets and
communications during the
change process
Segmenting assets by brand
for easy access by teams
who need them
Events that are triggers for brand and DAM

35. Guiding your brand upstream from DAM
Brand strategy workshops
3. Brand and DAM2. Brand Architecture1. Brand Positioning

36. 3. Brand management + DAM
Elevate the purpose of your digital
asset management investment
by aligning it with your systems,
processes, and people.
GOAL:
Explore ways to extend your
brand through DAM and begin to
stage your DAM rollout with other
branding initiatives.
2. Brand Architecture
Understand the value difference and
brand characteristics for your sub-
brands and corporate brand.
GOAL:
Map your brand architecture – how
your sub-brands relate to each other
and ladder up to your corporate
brand – and agree upon being a
house of brands or a branded house.
1. Brand Positioning
Focuses on your brand messaging,
visuals, and positioning to uncover
gaps and hone your unique value.
GOAL:
Get everyone on the same page
about your key differentiators, how
and why you stand out from the
competition, and evaluate if your
brand is being communicated
clearly and consistently.
Widen brand strategy workshops

37. Guiding your brand while using DAM
Design Services for tools
that have the most brand
impact on your users
3. Templates2. Login page/Dashboard1. Brand Portals

38. 3. Templates
Update the images in your existing
Template, design a new Template
with new images based on your
current brand, or create your visual
brand expression from scratch plus
a new Template and images in the
new look and feel.
2. Login page/Dashboard
Update the layout and graphics for
your existing Login page and
Dashboard, design a new Login page
and Dashboard based on your current
brand, or create your visual brand
expression from scratch plus a Login
page and Dashboard in the new look
and feel.
1. Brand Portals
Update your existing Brand
Portal, design a new Brand Portal
based on your current brand, or
create your visual brand
expression from scratch plus a
new Brand Portal.
Widen design services
GOAL: Get the design help you need to localize your
brand, share it consistently, and drive user adoption

39. How do you know if you need
help defining, delivering,
and/or managing your brand?

40. Brand health quiz
Rate the following statements
on a scale of 1 to 5, with 1
being the lowest and 5 being
the highest
You know who your brand targets
Your brand messaging resonates
with your target audience
Your brand shows what you offer
and why that’s important
Your brand reflects the values that
your organization holds dear
Your present your brand consistently
across all touchpoints
Total:

41. 20-25 points
Your brand is in
great health
(Keep up the good work)
15-20 points
You brand is in
pretty good health
(Work on the areas where
you rank the lowest)
< 15 points
You may need to
rescussistate your brand
(There’s hope. We can help!)
)
Brand health quiz
What your total score means

42. A brand is the emotional aftertaste from
an interaction with your organization.”
Ann Handley, Head of content at Marketing Profs
“

43. New products and services
Focus on what you do best, leave
the branding automation to us
Strategic Consulting
Brand Strategy
Brand Management
Software Consulting
Managed Services
Design Services
Content Production
Workflow Automation

44. Questions?
Contact:
marketing@widen.com
www.widen.com