{"id":1004,"date":"2020-08-24T12:30:00","date_gmt":"2020-08-24T16:30:00","guid":{"rendered":"https:\/\/dev.ironmarkusa.com\/establish-brand-consistency-the-easy-way\/"},"modified":"2025-08-29T15:11:03","modified_gmt":"2025-08-29T19:11:03","slug":"establish-brand-consistency-the-easy-way","status":"publish","type":"post","link":"https:\/\/ironmarkusa.com\/establish-brand-consistency-the-easy-way\/","title":{"rendered":"Establish Brand Consistency the Easy Way"},"content":{"rendered":"\n

Few things are as vital to the success of your multi-unit company as your brand. But what if you\u2019re not sure what your brand is? Or even worse, your customers aren\u2019t?<\/p>\n\n\n\n

It can happen. Maybe somebody from your sales team inserts a logo you used 7 years ago that was lurking on a shared drive for an upcoming email campaign.<\/p>\n\n\n\n

Or maybe there\u2019s a franchisee who\u2019s gotten a little too \u201ccreative\u201d and has been churning out printed flyers, signage, and who-knows-what-else – all without your knowledge or approval.<\/p>\n\n\n\n

Not a pretty picture is it?<\/p>\n\n\n\n

\u201cClose enough\u201d is not<\/strong> good enough when it comes to how your brand appears.<\/p>\n\n\n\n

Getting to a Unified Brand with Marketing Asset Management<\/strong><\/h2>\n\n\n\n

Fortunately, a solution exists to achieve the consistency your brand requires: Marketing Asset Management. What is marketing asset management? It combines digital asset management, dynamic content customization, web-to-print and sales enablement all together in one super easy solution. <\/p>\n\n\n\n

Let\u2019s break down what all that means:<\/p>\n\n\n\n

Digital asset management<\/em> is managing your company\u2019s digital assets (PDFs, sell sheets, logos, etc.) with a cloud-based marketing portal that allows you to organize, store, and easily search for creative assets and marketing materials. <\/p>\n\n\n\n

Dynamic content customization<\/em> allows specific elements of those assets to be tailored for good reasons (think \u201caddress line\u201d on multi-unit location brochures). This allows for much of the asset to be locked for consistency\u2019s sake, but tailored to hundreds of different locations or use cases to meet the needs of the individual locations.<\/p>\n\n\n\n

Sales enablement<\/em> is empowering your sales teams around the world with instant access to your latest corporate marketing assets they can personalize and distribute directly from email, your CRM platforms or their home printer.<\/p>\n\n\n\n

Web-to-Print<\/em> is a cloud-based storefront that provides one-stop shopping for the branding needs of everyone across your entire company. With this single, all-in-one portal, your team can have printed or promotional items, tailored to their individual location, shipped directly to their door — from anywhere.<\/p>\n\n\n\n

RELATED POST: STREAMLINING YOUR FRANCHISEE BRANDING WITH WEB-TO-PRINT<\/strong><\/a><\/p>\n\n\n\n

Centralizing Your Brand Elements<\/strong><\/h2>\n\n\n\n

To be memorable, your branding elements  – your logos, colors, fonts, and images must be consistent and reflect what your company is now. McDonald\u2019s golden arches, Nike\u2019s swoosh, and Apple\u2019s \u2026 apple may all seem unchanged for years or even decades, but tweaks are often made as the result of brand audits. Other companies make major changes to their brand images as social and economic conditions change, sometimes quickly. <\/p>\n\n\n\n

Does your audience still see you the same way you want them to? Are you still communicating well with them? Once you\u2019ve figured all of that out, if your brand image needs changes, all of your old materials have to go away. Really – lock them up and throw away the key. <\/p>\n\n\n\n

Imagine all of your location managers or team members accessing only the latest approved marketing materials that you designate. Print products – like mail, marketing collateral, packaging, signs, displays, folders, business cards, promotional items – will all have the same look and feel when ordered and printed from the portal. The same applies to your digital assets such as logo files, Powerpoints, email banners and signatures, videos, and websites. What about your social media graphics and images? Yeah, those too.<\/p>\n\n\n\n

Centralizing all of it in one place means that everyone can easily find whatever they need for any location and be 100% brand-compliant. Any changes that you make are applied universally and become the new standard for your company\u2019s physical and digital locations, as part of a well-defined strategy. And customers? They\u2019re not confused about who you are.<\/p>\n\n\n\n

RELATED POST: WHAT IS A BRAND AUDIT?<\/strong><\/a><\/p>\n\n\n\n

Flexibility While Staying On Brand<\/strong><\/h2>\n\n\n\n

Working within a template in a Web-to-Print portal protects your brand elements by locking them down. However, at the same time, you can opt to allow franchisees and team members some measure of freedom to login to the system to customize some fields. <\/p>\n\n\n\n

Personalizing employee names, store locations, contact information, and more – all as you decide – turns a customer experience from a static \u201cform letter\u201d communication into a more meaningful 1-to-1 interaction.<\/p>\n\n\n\n

What Happens When Brands Are Consistent<\/strong><\/h2>\n\n\n\n

Taking a holistic approach to branding is easier and worry-free with a marketing asset management system.<\/p>\n\n\n\n

With marketing asset management, your brand consistency will now:<\/p>\n\n\n\n