Brand Asset Management

Are your online strategies and the demands of your business and partners stretching your ability to conduct strategic brand management? Are you on the verge of investing large portions of your marketing budget on brand asset management consulting? If so, you are not alone. The proliferation of dedicated web sites addressing everything from alliances to education poses a huge challenge for companies that want to ensure consistent and innovative branding identity representation and brand protection on the Web.

Strategic Brand Management Drives Market Perception

Your brand is the identity and power of your company, its people and products, and ultimately how you’re perceived in the market. It can take years to build a quality brand—even with brand management consulting—and yet it is easy to harm or destroy that brand over the Web and other means without a proper plan and being able to execute upon it.

Brand Management Protection

A strong and innovative branding identity management strategy recognizes that every prospect and customer contact point has a unique brand experience when they access your web sites. Navigation, ease of use, style sheets, font sizes, color schemes, corporate IDs, and text layouts differ depending on how you enter the channel.  Brand asset management delivers that explicit value that exists in providing a consistent brand experience across communication mediums.

With the continued growth and popularity of the web, it is imperative to your digital brand management protection strategy to have a system with controls in place that deliver the execution of your plan and goals.  What are the goals of your web site and your brand over the web?

With SilkRoad Eprise, brand management has never been easier!  We have several hundred customers, some of the largest brands in the world, who build, control, and manage the power of their online brand with SilkRoad Eprise.  If you are building partner nets or extra nets for franchises or distributors in your network, and want to ensure such things as logo placement, color backgrounds, and corporate marketing promotions, this is easily accomplished with Eprise.  At the same time, you may want your distributors to have the ability to control certain portions of a web page or web site, such as local or regional marketing events or promotions, all why protecting the core brand assets of the site.   This is easily accomplished with SilkRoad Eprise.

As an example, we have one extremely satisfied Fortune 500 customer with a superior brand and a dominant market position and share, who has over 700 distributors in their network.  There challenge prior to SilkRoad Eprise was to effectively control and manage the corporate brand on the distributor web sites; everything for corporate ID’s to type font, color schemes, and copyright information.  At the same time, they wanted to give their network distributors the ability to create local and regional branding of their company (not wholly owned distributors), along with local marketing events and promotions.  To achieve the best of both worlds, maintaining control of the corporate brand elements, and allowing the distributors to brand their own identity and programs, SilkRoad Eprise was brought in and this system was built and implemented in weeks, saving several hundred thousand dollars of costs and making both the parent company and the distributors extremely happy.    The short and long term keys to their success centered on the brand standards being published online with Eprise, and the site enforcing those standards. The site in this example provides reference materials on the proper use of the corporate monogram, global navigation bars, and other parent brand sensitive and strategic information. 

When franchise branding and content is updated, it goes into workflow for final corporate approval before being blessed and published.  All changes are tracked and managed, with full version control and retention.  Eprise is known for its ease of use, and non-technical users produce and manage content with ease, staying within the branding and site guidelines.

The benefits of organizing brand standards with SilkRoad Eprise web sites are clear. It's a convenient and accessible product that is easy to use, for internal and external parties with the right authority.   Marketing processes are improved and accelerated, and your chances of delivering a consistent user experience are significantly enhanced. The net effect is improved brand value and ideally, greater revenue.  SilkRoad Eprise allows you to repurpose content, documents, digital media, including page templates and elements, logos, images, photographs, and video, for marketing purposes.   Effective brand management is a constant effort and with Eprise, you have more power and control than ever in managing your brand online.