The Story Behind
iBrams Brand Resource ManagementMost enterprises are keenly aware of the importance of strong brands. Accordingly, they invest great sums into the development of a creative and sophisticated corporate design. However, only upon implementation of the branding concept it can be seen whether and to what degree these investments in brand strategy and design pay off in the long run. A brand can only develop its full impact if it is introduced and communicated consistently, which requires that all communication materials comply to the design specifications.
Successful implementation requires discipline
Every day, employees not specialized in design create a wide range of communication materials including reports, datasheets, mailings, ads, flyers, brochures and magazines. Frequently however, these internal users are not aware of the benefits of a consistent image presentation. This is why they are sometimes negligent in adhering to design specifications, which leads to problems for practical brand management and applications. For example, there are differently designed business cards within the same company, and logos are frequently managed by the agency and not constantly available. Or the repository of corporate design templates is frequently not up to date and additions are not properly filed or sometimes even not available, while users on location are not always able to download files and font types. As a result, coordination of an international project, such as a multilingual staff magazine, is time-consuming and takes much longer than planned since the coordination process itself requires many steps and correction loops.
Digital brand management with iBrams
The implementation of branding therefore consists of two major tasks: To ensure the identity and consistency of the brand – regardless of the size of the respective enterprise, taking into account the application and many different locations and varying regional markets; and to provide employees with the tools for problem-free external and internal brand communication. Nationwide branches, offices around the world or an extensive retailer network require creative control to make sure that brand and design requirements are adhered to by all. Brand management systems are excellently suited for all these challenges. They offer the required infrastructure by organizing the information logistics of the brand. They allow to plan, communicate, produce, control, document and evaluate all applications in accordance with the design rules of the brand. The tools used for their implementation form the basis of future, highly effective brand management.
