www.acquia.com Open in urlscan Pro
2606:4700::6810:752d  Public Scan

Form analysis
0 forms found in the DOM

Text Content

___

Skip to main content


PRIMARY NAVIGATION

Menu
 * Search
 * Register
   * Login
   * Signup
 * Language
   * English
   * Français
   * 日本語
 * Support
 * Request a Demo

 * Products Products
    * Product Overview Product Overview
      Product Overview
      Get to know the full extent of Acquia Digital Experience Platform (DXP).
       * Integrations Integrations
         Image
         
         Integrations
       * Free Clickable Demos Free Clickable Demos
         Image
         
         Free Clickable Demos
       * Acquia Drupal Starter Kits Acquia Drupal Starter Kits
         Image
         
         Acquia Drupal Starter Kits
       * Product Accessibility Product Accessibility
         Image
         
         Product Accessibility
       * Product Roadmap Product Roadmap
         Image
         
         Product Roadmap
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
   
    * All Products All Products
       * Manage Manage
         Everything you need to maintain and deliver your content.
          * Drupal Drupal
            Image
            
            Drupal
            The open source, hybrid CMS at the core of world-class digital
            experiences
          * Acquia Cloud Platform Acquia Cloud Platform
            Image
            
            Acquia Cloud Platform
            A platform built for stronger Drupal applications, fully managed and
            hosted by Acquia
          * Acquia DAM Acquia DAM
            Image
            
            Acquia DAM
            Single source to store and manage organization-wide creative assets
          * Acquia PIM Acquia PIM
            Image
            
            Acquia PIM
            New
            Centralize, optimize and distribute your e-commerce data
          * Acquia Site Factory Acquia Site Factory
            Image
            
            Acquia Site Factory
            Create, manage, and update all your websites from one spot
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
       * Drive ROI Drive ROI
         Elevate your site for increased visibility, accessibility and
         relevance.
          * Acquia Optimize Acquia Optimize
            Image
            
            Acquia Optimize
            Website accessibility and optimization
          * Acquia SEO Acquia SEO
            Image
            
            Acquia SEO
            Streamline content creation and optimize workflows
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
       * Inform Inform
         Take action on data-driven decisions.
          * Acquia CDP Acquia CDP
            Image
            
            Acquia CDP
            Actionable, accessible customer data all in one place
          * Acquia Campaign Studio Acquia Campaign Studio
            Image
            
            Acquia Campaign Studio
            Homebase to power all your multichannel marketing campaigns
          * Acquia Convert Acquia Convert
            Image
            
            Acquia Convert
            Understand user behaviors, test strategies, and personalize
            experiences
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
   
   Close Products submenu
 * Solutions Solutions
    * Acquia Solutions Acquia Solutions
       * Drupal Hosting Drupal Hosting
         Image
         
         Drupal Hosting
         Host and manage your digital presence, optimized for Drupal.
       * Content Management Content Management
         Image
         
         Content Management
         Build content workflows that shape outstanding digital experiences.
       * Digital Experience Optimization Digital Experience Optimization
         Image
         
         Digital Experience Optimization
         New
         Optimizing content for enhanced digital customer journeys.
       * Product Experience Management Product Experience Management
         Image
         
         Product Experience Management
         New
         Manage product listings and configure distribution channels.
       * AI Experiences AI Experiences
         Image
         
         AI Experiences
         Featured
         Deliver engaging experiences to broader audiences at the perfect time.
       * Customer Data Management Customer Data Management
         Image
         
         Customer Data Management
         Corral customer data and inform campaign decisions.
       * Brand Management Brand Management
         Image
         
         Brand Management
         Promote brand awareness and control digital assets.
       * Commerce Commerce
         Image
         
         Commerce
         Engage shoppers using first-party data.
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
      
      See all solutions
    * By Industry By Industry
       * Healthcare Healthcare
         Image
         
         Healthcare
       * Government Government
         Image
         
         Government
       * Retail Retail
         Image
         
         Retail
       * Financial Services Financial Services
         Image
         
         Financial Services
       * Education Education
         Image
         
         Education
       * Beauty & Cosmetics Beauty & Cosmetics
         Image
         
         Beauty & Cosmetics
       * High-Tech High-Tech
         Image
         
         High-Tech
       * Non-Profits Non-Profits
         Image
         
         Non-Profits
       * Life Sciences Life Sciences
         Image
         
         Life Sciences
       * Media & Entertainment Media & Entertainment
         Image
         
         Media & Entertainment
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
      
      See All Industries
   
   Close Solutions submenu
 * Resources Resources
    * Learning Hubs Learning Hubs
       * Acquia TV Acquia TV
         Image
         
         Acquia TV
         The new streaming spot for all things digital experience.
       * Resource Center Resource Center
         Image
         
         Resource Center
         Videos, case studies, blogs, infographics, really anything you need.
         
       * Blog Blog
         Image
         
         Blog
         Keep tabs on what’s going on across the digital experience industry.
         Featured Articles
          * Content Management System Basics
          * Customer Data Platform Basics
          * Digital Asset Management Basics
      
       * Customer Stories Customer Stories
         Image
         
         Customer Stories
         Real examples of how Acquia’s products help customers.
       * Webinars Webinars
         Image
         
         Webinars
         Check out on-demand and upcoming video series.
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
   
    * All resources All resources
       * Become An Expert Become An Expert
          * Acquia Academy Acquia Academy
            Acquia Academy
            Sharpen, measure, and maintain your Drupal and Acquia knowledge.
          * Certification Certification
            Certification
            Validate and promote your skill at using Acquia products and Drupal.
          * Developer Portal Developer Portal
            Developer Portal
            Peruse best-in-class Drupal and Acquia developer resources.
          * Product Documentation Product Documentation
            Product Documentation
            Geek out a bit: view product specs, code snippets, and tutorials.
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
       * Community Community
          * Events Events
            Events
          * Mautic Community Mautic Community
            Mautic Community
          * Drupal Community Drupal Community
            Drupal Community
          * Acquia DAM Community Acquia DAM Community
            Acquia DAM Community
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
       * Drupal Drupal
          * Acquia + Drupal Acquia + Drupal
            Acquia + Drupal
          * Drupal 11 Drupal 11
            Drupal 11
          * Drupal Overview Drupal Overview
            Drupal Overview
          * Drupal for your team Drupal for your team
            Drupal for your team
          * Features Features
            Features
          * Why Drupal? Why Drupal?
            Why Drupal?
             * Search
             * Register
               * Login
               * Signup
             * Language
               * English
               * Français
               * 日本語
             * Support
             * Request a Demo
      
          * Search
          * Register
            * Login
            * Signup
          * Language
            * English
            * Français
            * 日本語
          * Support
          * Request a Demo
   
   Close Resources submenu
 * About Acquia About Acquia
    * About Us About Us
      About Us
      Check out Acquia’s history, mission, and values.
    * Accessibility Accessibility
      Accessibility
      New
      Learn how Acquia is building a more inclusive digital world.
    * Our Brand Our Brand
      Our Brand
      Get to know the Acquia brand.
    * Customer Success Customer Success
      Customer Success
      Learn how Acquia puts customer needs first.
    * Acquia Partners Acquia Partners
      Acquia Partners
      Partnerships that deliver engaging experiences.
    * Global Impact Global Impact
      Global Impact
      See Acquia’s comprehensive environmental, social, and governance programs.
    * Newsroom Newsroom
      Newsroom
      Stay up to date on Acquia’s movements.
    * Why Acquia Why Acquia
      Why Acquia
      Featured
      Learn how Acquia tips the scales in your favor.
   
   Image
   
   What Is a Digital Experience Platform (DXP)?
   Learn what a DXP is and why brands need one to connect with customers across
   channels.
   Close About Acquia submenu
    * Search
    * Register
      * Login
      * Signup
    * Language
      * English
      * Français
      * 日本語
    * Support
    * Request a Demo


UTILITY

 * Search
 * Register
   * Login
   * Signup
 * Language
   * English
   * Français
   * 日本語
 * Support
 * Request a Demo


COLLECTION




TABLE OF CONTENTS

 * What is brand management?
 *  
 * Four reasons why brand management is important to marketers
 * What tools do I need for brand management?
 * Who is responsible for brand management?
 * Actions that make up the art of brand management
 * See brand management in action

What’s NOT having a DAM solution costing your team?
Calculate Your ROI
Brand Management


WHY BRAND MANAGEMENT IS IMPORTANT

May 19, 2022 9 minute read
Share this blog post on LinkedIn
Share this blog post on Twitter
Share this blog post via Email
Brand management is the ongoing process of ensuring a consistent, value-driven,
and positive experience whenever someone engages with your company. Learn how to
take control of yours.



COLLECTION :



Every marketer knows that brand management is extremely important. After all,
the strength of your brand is dependent on customer perception. But influencing
how you’re perceived in the market is extremely complicated, and unfortunately,
there’s no magic formula or quick fixes for earning customer loyalty.

To build a brand that customers choose over competitors takes dedication and
hard work. It starts with a clearly defined brand vision, organizational
self-reflection, and company-wide discipline. Easy to say, harder to execute.
But having a solid understanding of the components of brand management will help
you get there.  

In this article, we’ll delve into the specifics of brand management and how you
can begin to put it into practice to build brand loyalty. Get to know the who,
what, why, and how of brand management, including how you can support your
efforts with digital asset management (DAM). Let’s make brand management a
competitive advantage, instead of a hard-to-define concept. 


WHAT IS BRAND MANAGEMENT?




 

Brand management is the ongoing process of ensuring a consistent, value-driven,
and positive experience whenever someone engages with your company.

Every touchpoint — from your website pages to your product campaigns to your
customer service chats — needs to communicate what your company values so that
your audience thinks of you first when they need to buy what you sell. It’s a
critical business practice for anyone who wants to become relevant and stay that
way in today’s constantly shifting digital landscape. 

For example, if you’re in the market for social media management software, you
probably already know the name Hootsuite. Their product is used by more than 18
million customers and employees at over 80% of the Fortune 1000. That’s the kind
of recognition you want to develop for your brand. To see successful brand
management in action, check out Hootsuite’s case study to see how they use
Acquia DAM (Widen) to manage their brand.


FOUR REASONS WHY BRAND MANAGEMENT IS IMPORTANT TO MARKETERS

Brand management should be top of mind for everyone at an organization but it’s
usually marketers that are leading the charge. That’s because superior brand
management makes their job much easier! While the benefits of brand management
are vast and wide reaching, these four tend to top the list for marketers. 


1. IMPROVED BRAND PERCEPTION

Brand management and brand consistency go hand in hand, which is good because
they’re pillars of a strong brand perception. When brands present a consistent
customer experience across channels, it builds customer trust. Shoppers know
that they can count on this brand to meet their needs. For marketers, brand
management allows them to drive brand perception by delivering this experience
time and time again. 


2. WORKFLOW EFFICIENCIES

As omnichannel marketing becomes common practice, being able to deliver a
consistent experience across channels increases in difficulty as well. Having
processes in place to support brand management is not only beneficial to the
customer but also to the teams behind the scenes. Developing a strong brand
identity that marketers can follow eliminates bottlenecks in the process that
arise alongside confusion. Understanding your brand management process also
makes it easier to see opportunities for improvement, including system
integrations and automation options. 


3. CONTENT OPTIMIZATION AND REUSE OPPORTUNITIES

A lot of time, money, and effort goes into creating content, but many teams
aren’t getting everything they could from their investments. Understanding how
and where your content is being used will provide insights into how it can be
optimized, repurposed, or reused. Extending the life of your content and
leveraging learnings from past projects increase efficiencies and help teams
deliver the content customers desire.  


4. A SAFE AND SECURE BRAND

If you’re building a brand, you want to ensure that you have control over how
and where your brand assets and elements are being used. Leveraging tools like a
DAM solution, along with digital rights management (DRM) technology, keeps
content safe and secure — as well as easy to access and share. As a marketer,
knowing that your brand guidelines are automatically enforced via a strong
permissioning structure gives you the peace of mind needed to clear the way for
other more meaningful work.  


WHAT TOOLS DO I NEED FOR BRAND MANAGEMENT?

Start with a DAM system. It’s one of the core technologies companies use to
manage their brands. A DAM system organizes and distributes brand assets from a
central hub, serving as a single source of truth for brand visibility,
monitoring, and consistency. It’s also a powerful engine for content delivery to
empower your sales teams, resellers and partners, e-commerce experiences, and
every channel that needs branded content.

A DAM system can help your organization:

Create a digital gateway for your brand by using a branded login page, dashboard
messages, custom URLs, and more.

Share more memorable and meaningful stories with portals, shared collections,
embed codes, and share links.

Segment marketing stories by business group, audience, content type, and more by
using metadata, categories, and search filters.

Personalize brand experiences using landing pages in different languages,
curating asset groups tailored to different audiences, and localizing the brand
with custom sales collateral.

Save brand guidelines where people can easily find them, centralizing brand
assets and standards in one location with on-demand access

Track how brand assets are being used online, by whom, where, and when with
asset-level and site-level content analytics.

This single-source-of-truth strategy enables you to simplify both employee and
customer experiences — a common quest for many modern-day marketers.


WHO IS RESPONSIBLE FOR BRAND MANAGEMENT?

In short, everyone at your company. Branding and brand management are more than
just a marketing or creative focus. Of course, your brand relies on the
consistent use of your logo, brand colors, and messaging. But it also has to be
understood, adopted, and put into daily practice across the whole business.

How will you ever get the whole business on board? Start by giving everyone
access to up-to-date brand assets through your DAM system. This makes it easier
for everyone to contribute to the customer experience in ways that build your
brand consistently over time. When your brand is embraced across the
organization, everyone wins:

 * Marketing has an easier time communicating the value of your products and
   services

 * Sales receives a pipeline of leads that start with a better understanding of
   the value you provide

 * Prospective customers know what to expect from your business

 * Current customers feel confident in their decision to be(come) loyal to your
   business

 * Prospective hires will be drawn to your culture


ACTIONS THAT MAKE UP THE ART OF BRAND MANAGEMENT

Now that we have a better understanding of what brand management is and who’s
responsible for it, let’s look at all the actions that combine to form the art
of brand management.

 * Inspire a positive brand perception. Your brand isn’t just a logo, campaign,
   or tagline. It’s the culmination of every experience a person has with your
   organization. To consistently influence positive brand association, make sure
   to follow through on your promises; deliver genuine, customer-centric
   experiences; and behave with integrity across all touch points.

 * Know who you are. Positive influence starts with knowing who you are and what
   you stand for — your brand essence. Get your teams, including leadership, on
   the same page so that everyone is representing your company consistently.

 * Know your audience. You need to know your audience and what they truly want
   from you to ensure that your brand essence resonates. Document your core
   audience and interact with them regularly to ensure you understand what they
   want, not just what you think they want.

 * Rally your employees around your brand. Your employees are absolutely
   essential to managing your brand. After all, they’re the ones who interact
   with your customers, buyers, and partners every day. The more you communicate
   about what the brand means to them and how they can move it forward, the more
   they’ll evangelize your brand and contribute to the success of your business.
   Use multiple employee engagement opportunities, like during onboarding or in
   quarterly meetings, to keep the brand alive and top of mind for everyone.

 * Safeguard your brand. Start protecting your brand by controlling your brand
   assets with your DAM system. Logos, photos, product images, sales collateral,
   and videos have a value associated with them, which needs to be protected.
   Brand guidelines should be created to explain how and when to use these
   valuable assets, to get everyone moving in the same direction, and to make it
   easy for your teams to create communications that are on-brand.

 * Measure brand perception. Regularly talk to employees and customers to
   understand if you’re managing your brand successfully. Consider message
   resonance, brand recognition, brand loyalty, and culture confidence.
   Depending on how clearly people connect to who you are or if they can recite
   your core values, you’ll start to identify areas where your brand is
   resonating and where it’s not. Then you can adjust messaging, brand training,
   or tactics as needed.


SEE BRAND MANAGEMENT IN ACTION

Remember, brand management isn’t just about using the right version of a logo.
It’s an overarching business practice that distinguishes your company in the
marketplace, ensures the strength and consistency of your brand, and helps your
organization live up to its promises. 

When you create a central source of truth for your brand assets with a DAM
system, you empower your whole organization to participate in brand management.
That’s crucial if you want to make sure your brand is the go-to choice in the
minds of your customers. 

See how Hootsuite, Brooks Running, and the Houston Texans use Acquia DAM to
manage their brand. Or, request a demo today to start putting your own brand
management into action.

Image

Danielle Templeton

Creative Manager

Share this blog post on LinkedIn
Share this blog post on Twitter
Share this blog post via Email


KEEP READING

View More Resources
Image

Blog Article 8 min

A BEGINNER'S GUIDE: WHAT IS A BRAND MANAGER?

What is a brand manager? And what do brand managers do? Learn everything you
need to know about this role.
Brand Management

Image

Blog Article 3 min

HOW TO SIMPLIFY BRAND MANAGEMENT WITH DAM

Learn how to configure and use DAM capabilities to help teams create a unified
brand experience.

Brand Management

Image

Blog Article 8 min

A MODEL FOR BRAND ASSET MANAGEMENT

Explore Acquia's model for brand asset management building on the four pillars
of structure, activation, connectivity, and monitoring.

Digital Asset Management




FOOTER

 * Company
    * About Us
      
    * Accessibility Statement
      
    * Careers
      
    * Leadership
      
    * Newsroom
      
    * Legal
      
    * Security Issue?
      
    * Privacy Policy
      

 * Partners
    * Partner Program
      
    * Become a Partner
      
    * Find a Partner
      
    * Partner Certification
      
    * Partner Helpdesk
      

 * Support
    * Developer Center
      
    * Product Accessibility
      
    * Product Documentation
      
    * Training & Certifications
      

 * Contact Us
   
   53 State Street, 10th Floor
   Boston MA, 02109
   888-922-7842
   
   Contact Us
   


SOCIAL

 * Go to Acquia Facebook Page
   Image
   
 * Go to Acquia's Page on Twitter
   Image
   
 * Go to Acquia's Instagram Page
   Image
   
 * Go to Acquia's LinkedIn Page
   Image
   

Copyright © 2024 Acquia, Inc. All Rights Reserved. Drupal is a registered
trademark of Dries Buytaert.


Cookies help us deliver our services. By using our services, you agree to our
use of cookies. Cookie Policy
Allow All Disable All
Cookies Settings