3 Tips to Help Scale Brand Assets Across Digital Channels
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In the age of social media ubiquity, people are exposed to more businesses and brands on a daily basis than ever before. In fact, it’s estimated that the average person sees up to 10,000 ads every single day.
With all of this exposure, it’s easy for your business to get lost in the noise. To counteract this, it’s important to engage with your customers on as many channels as possible to ensure your brand is there for every step of the buyer’s journey.
It’s equally important to ensure that your branding is consistent across all these channels. This helps your brand stick in the minds of users as they move from awareness to purchase.
For many growing businesses, creating a logo is just the beginning of this journey.
“A strong brand is crucial for any company and especially critical to sustain and support growth,” confirms David Laxer, brand strategist and co-founder of The Brief Company. “In a reality where your users will meet your business at an ever-increasing number of touchpoints, consistency is key to create a sense of trust.”
Additionally, having easily-scalable brand assets helps reduce the workload of your team members and designers. When there’s no need to reinvent the wheel every time you create a new piece of content or digital property, it frees up your creative team to do their best work.
“From an operational standpoint, your branding is the optimizer of your communication efforts,” says Laxer. “It is like the conductor of an orchestra ensuring all moving parts are hitting the right note.”
Scaling your brand assets across multiple channels is easier said than done, of course. In this article, we’ll look at some tips and tools to help make the process easier.
1. Keep Your Team on the Same Page
As your business scales and your various teams grow, it’s more likely that communication and keeping everyone on the same page can become a major problem. Not only is it difficult to ensure consistent communication between teams, but brand assets and other standards can easily get lost in the day-to-day shuffle. This makes it even more difficult to maintain consistency and can be a huge source of wasted time and energy.
The simplest way to solve these problems is to use a centralized project or asset management tool. A platform like Trello or Notion can help keep project details and communications in one place, while also enabling centralized storage of common assets.
For example, the editorial team might create a Trello card for a new blog post, and the design team can attach the post graphic directly on that card once it’s ready — no need to go through a lot of convoluted back-and-forths or wonder where an asset is.
This all becomes even more important as you start to scale across channels since it’s more likely that different departments will be involved in a given project. Experts in social media, marketing, copy, design, and web development might all need to collaborate on a given campaign. Anything that makes that easier will make scaling your branding easier, as well.
You can also use Visme’s Brand Kit tool to create documented guidelines that explain to your stakeholders and collaborators what your brand’s visual identity specifications are.
What’s more, if you have a lot of common brand assets (like fonts, logos, and color swatches) that you need to keep track of, you can also opt to use a digital asset management (DAM) system like CoSchedule Asset Organizer or Canto to further streamline management of your digital assets. DAMs also come with the added advantage of robust version control — everyone has access to the latest versions of assets, and it’s easy to pull previous iterations if necessary. This is especially useful for keeping distributed teams on track.
2. Maintain Consistency Across Owned Media Properties
As you scale, you may eventually reach a point where you have multiple digital properties (such as websites, landing pages, blogs) that need to have consistent branding maintained. Building and maintaining those properties is challenging enough already, and adding branding guidelines to the mix only compounds the challenge; matching the font combinations and amount of white space around a logo across multiple sites is important, but also time-consuming and tedious.
If you find yourself in this situation, a tool like Elementor website builder can be a huge help. There are multiple pro WordPress builders on the market, but what makes Elementor in particular so powerful for branding is the Full Site Kit feature.
Full Site Kits enable developers, designers, and other creators to easily and efficiently scale their designs and maintain branding across any number of sites. It essentially enables companies to create custom templates loaded with their branding and apply it to new websites with the click of a button — no need to start from scratch every time.
Elementor says that Full Website Kits are like creating a “blueprint for your website,” and that’s a pretty accurate description. The feature enables you to quickly fire up new sites from a zip file, so you can build your layout once and reuse it across as many sites as you need.
Beyond that, Elementor got an enormous library of templates to help you get started with a website, along with plenty of widgets and elements that can be dragged and dropped to build your perfectly branded site.
3. Keep Your Shared Media Branding Consistent
Keeping consistent branding on shared media might be even more important than on your owned properties. This is the content that’s going to reach out and meet your customers as they move across channels, so consistency is key. However, keeping brand assets the same across different content platforms and formats is tough — especially when it comes to video.
Boosted is a powerful tool for video creation that enables marketers to create videos quickly and easily while maintaining branding consistency across multiple campaigns. It drastically simplifies the process of applying your brand assets to videos, so you or your team can focus on the actual content.
The “My Brand” feature in Boosted makes this possible by giving users a central repository for brand colors, fonts, logos, and more. These details can then be applied quickly across all videos — even those created from other Boosted templates. The result is less time spent on these repetitive tasks and more time spent creating impactful content.
Scale Your Brand Assets to Scale Your Profits
No matter what stage your business is currently at, you’re eventually going to run into the problem of scalability. Continuing to grow while maintaining a consistent brand across sales and marketing channels is one of the most difficult and important problems for companies to solve. When you do solve it, though, it opens up a world of possibilities for your business.