Ensuring Brand Consistency
It seems as though technological breakthroughs are happening by the hour, and
while some are fleeting fads, others are here to stay – and can help you
transform your business. In past editions of Think Further, we have discussed
the perils and prizes of
social networking,
how to create a winning e-newsletter, and
the basics of search engine optimization. These tech-focused tactics
can certainly help build your brand and increase ROI, but there’s an even more
basic way to leverage Web technology to solve some of your most pressing,
everyday business hassles: online brand management.
Identity Crisis
Your company’s brand is its most valuable asset, and if it’s not implemented
clearly and consistently, there’s a good chance you’ll be lost in the crowd.
You’ve heard this before. You might have even said this before. But in a world
where deadlines are constantly looming and customers’ needs take priority,
reaching your dream of a flawlessly executed corporate identity may have been
put on the back burner. And even if your corporate identity is No. 1 on the
priority list, there are still various bumps in the road.
The current standard for storing and organizing corporate identity assets is,
well, not ideal. Most corporations have bulky three-ring binders that need to
be updated to reflect any changes made to logos, stationery, collateral
materials, color palette, etc. The process is unavoidably time-consuming and
tedious. As the long-standing status quo, loyalty to the binder has remained,
but like most tolerated inconveniences, there is a better way.
Your Friend, the Internet
There is another option for storing, organizing and updating your corporate
identity materials: the online option. The Web has delivered speed and
convenience in so many other areas of your professional and personal life, so
why not let the Internet help solve one more problem. The concept is inspired
simplicity – all of your identity assets located on a secure Web site. With all
of the necessary files available for download, easy administration tools and
worldwide access, online options like
IdentityGuide make it easy to break free from the binder.
Online Identity Guide FAQs
Q: How does taking my corporate identity online make my job
easier?
A: This might seem like a no-brainer, but online identity
guides can offer much more than their name implies. Whether you’re a marketer,
an employee, an advertiser or a CEO, online identity guides provide the
organization and clarity necessary to implement consistent brand imagery and
messaging.
Lehman
Brothers used IdentityGuide to organize their many subsidiaries and
keep employees across the globe on the same page. With IdentityGuide, Lehman
Brothers’ brand guidelines were accessible at all times – 24 hours a day, seven
days a week. International employees could access the site to find specific
information regarding the use of corporate assets overseas, and administrators
located in different departments, or even different countries, could all post
content and update files on the site.
Even if your business hasn’t expanded globally, online identity guides help
eliminate mistakes and misuse of your identity materials. With e-mail alerts
and built-in educational tools like advanced searches and FAQs, your team won’t
be confused about proper brand guidelines. And because everyone needs to stay
in the know, IdentityGuide’s reporting feature allows administrators to view
site traffic, see what files are being downloaded, and more.
Q: Will it work with my existing IT infrastructure?
A: IdentityGuide is easy to implement; you have the option of
hosting it on your company’s server, or having Brady Communications host the
site. And because IdentityGuide functions just like a Web page, your employees
and other approved users (e.g., vendors, advertising agencies, design firms)
will simply need to go to the Web address and provide some credentials.
Site administrators don’t need programming skills or IT experience to add, edit
or delete identity materials. When you implement IdentityGuide, boilerplate
copy is already in the site and can be easily edited to your needs. From logo
sizes and approved colors to printing specifications and approved brand
messaging, you can provide everything necessary to implement your brand. Plus,
all of your changes are instantly available to users.
Q: What if I grow or change my brand?
A: After undergoing a major expansion project and a subsequent
brand overhaul, Children’s Museum of Pittsburgh worked with Brady
Communications to create an IdentityGuide site Children’s Museum that explained
their new look. By having this tool at the ready, the Children’s Museum of
Pittsburgh was able to ensure proper usage of the new brand elements.
The Final Word on Technology and Your Corporate Identity
Technology-driven solutions like IdentityGuide alleviate everyday headaches and
enable you to be more efficient in the areas that are most important to the
bottom-line. Taking a step back, you might see more clearly how a simple
tech-upgrade can elevate your operations. Now you just have to come up with a
new use for the binder (they make great back-to-school gifts!).