“That looks good to go — just put it into our company template and send it out!” Simple enough instructions, right?
But if your company doesn’t have centralized organization of digital assets, a basic request like this can be almost impossible to satisfy.
Employees — tired of searching endlessly on intranets or shared servers — have saved assets locally, and they are now (unbeknownst to them) out of date and off-brand. Or perhaps they do manage to find the latest assets — after an hour or more of searching and piecing together all the elements they need.
To avoid this frustration and serial inefficiency, companies need to invest in an internal content distribution system that helps all employees find and utilize the latest assets with the least amount of interruption to their workflow.
Managing the deluge of business content
People today are creating more business content than ever. Emails, contracts, proposals, marketing materials, presentations — these are all corporate representations that deserve to be on-brand and professionally consistent.
In fact, studies have shown that presenting a brand consistently across all platforms can increase revenue by up to 23%. Inconsistent brand presentation leads to confusion in the market, which in turn negatively impacts brand trust and brand recognition.
So when an employee, a team, or an entire corporate division goes off-brand, it’s a global problem for the organization.
But let’s be clear: people aren’t going rogue for the joy of it. Most often, they use off-brand assets because they simply don’t know where to find the right ones.
In fact, according to a recent global survey*, 69% of employees admit to using Google to find company assets. When a search engine is easier than searching a company repository, this is where employees will go — often with suboptimal results.
That is an infuriatingly simple problem that has been surprisingly difficult to solve. Until now.
Preparing for a rebrand
Condeco, a market leader in meeting room scheduling and workspace reservation solutions, needed help making it easy for employees to maintain their strong brand value. Workers there struggled to access the latest digital assets, with files stored in ad-hoc locations.
With a brand relaunch on the horizon, they knew they needed a more efficient system in place to help employees find, update, and distribute on-brand content.
“We’ve now taken away the excuse of ‘I didn’t know where to find it’, as the latest documents and templates are now provided in the place they work,” said Condeco Creative Marketing and Brand Director, Lauren Robertson.
Condeco chose an easy-to-use, cloud-based template management system to facilitate their teams to update and deploy corporate content online directly. This includes email signature management, allowing centralized consistency in all email signatures across the business.
“We use our email signatures to push out marketing campaigns to customers and contacts,” explained Jessica David, Marketing Executive at Condeco. “Updating them used to be a time-consuming manual task with inconsistent results. The new process is really quick and easy, and we can manage our email signatures and campaigns remotely.”
A full business enablement solution
In a fully cloud-based, centralized infrastructure, the problem of employees not knowing where to find branded assets disappears. Rather than piecing together materials ad-hoc, everything they need is automatically available, in its most updated form, directly within the applications they use.
This is not only a benefit for marketing departments who are finally able to relax from their positions as brand police, but also for legal teams (no more compliance woes) and IT departments who have far less manual work.
And for companies looking to rebrand and grow, a global content management system is a must-have. In fact, in our recent survey, over half (54%) of respondents say their organization has concerns about content rollout and/or compatibility that have held them back from making brand updates (Americans were 26% more likely than average to say this) with 69% agreeing that updating all of the company content would be one of the most challenging aspects of rebranding.
In today’s world of cloud infrastructure and easy accessibility, brand management and digital asset distribution should not be limiting factors in any company’s ability to scale. All you need is an effective business enablement platform.
And in case you don’t know where to find it, here’s a link.
* Templafy research: an online survey of adult full-time employees in the United States, United Kingdom, Germany and Australia was conducted between December 2021 and January 2022. The maximum margin of sampling error was +/- 4 percentage points with a 95 percent level of confidence.