Managing your company’s brand within a channel requires constant surveillance to ensure that partners are not misusing it. Make it easy on yourself by first creating a branding guide for your in-house marketing team.
A branding guide, or branding bible, documents specific guidelines for the usage of things like your logo, font and typography, colors, images, text and tone. Here’s an article that get you moving in the right direction when it comes to creating a killer branding guide. A branding guide also sets a foundation for how your company should asses co-branding opportunities.
Adopting a branding guide is a great start for your company. However, if you work with multiple channel partners, chances are they will not have the time or patience to reference your company’s branding guide when making marketing decisions.
The next step is to find a Marketing Asset Management (MAM) tool that automatically applies your branding rules (specified in the branding guide) to the marketing materials utilized by authorized channel partners. Some MAM platforms also allow your original marketing materials to be uploaded into a depository and shared by your channel partners at the click of a button. This ensures that your consumers perceive your brand the way in which you intend.
Whether the message is being delivered through social media, whitepapers, email, or any other medium, poor brand management can lead to the dilution, inconsistency, and mixed perceptions from your consumers.