Getting Your (Brand Communication) Story Straight

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Building a successful brand narrative is one thing, but communicating that narrative effectively across multiple communication platforms is another thing entirely. 

Brand communication strategies help brands to connect with their audience wherever their paths cross. But maintaining a unified messaging strategy across so many platforms can get tricky, especially when you have multiple creatives and teams creating content. 

The answer to a consistent brand communication strategy lies in the implementation of digital asset management software. 

But before we explore the benefits digital asset management holds for your strategy, we need to understand why brand communication is so important to get right. 

What Role Does Brand Communications Play For Business?

Strategic brand communication is built around three key pillars: Information, Persuasion, and Enrichment. 

The first pillar (Information) allows you to educate your audience on the market and talk to them about the pain points they’re facing. The second pillar (Persuasion) is where you get to shine the spotlight on your brand and show your audience why you’re needed in their lives. But it’s the last pillar, enrichment, that often leaves the biggest impression with your audience. 

The Enrichment pillar entails every endeavor that aims to educate your audience about your brand, its values, and (most importantly) how your brand fits into people’s personal journeys. 

Brand communication makes you accessible to your audience. And to increase that accessibility you need to spread your communication strategy across an evolving roster of channels. This can include content like newsletters, social media posts, videos, billboards, and print ads. But when you’re creating content for so many separate communication avenues, it becomes increasingly easy to lose brand consistency. 

How Digital Asset Management centralizes your brand communication

A consistent brand communication framework relies on the collaboration of multiple role players, including art directors, brand marketers, PR specialists, designers, content writers, SEO specialists, and social media marketers. Communicating brand positioning isn’t the responsibility of one person or one division, it’s the responsibility of every person that works on the brand. 

And most importantly, it’s only achievable when information is shared unilaterally keeping everyone up to date with developments that alter brand identity and narrative. 

A digital asset management (DAM) platform can be the launchpad for that unified brand communication plan. 

Break down silos and share information unilaterally 

Effective strategies require extensive brand communication research, finding not only the most effective channels to utilize but also how your brand can leverage the features of those channels most effectively. 

The findings of these research forays have to guide your communication strategy, feeding the creatives behind your content with the guidelines they need to create content that communicates a single narrative.  Sharing vital brand information and content-specific guidelines is easy with digital asset management software. 

Workflows can also be streamlined when each project type is set up with preloaded metadata schemas that attach key guidelines for creatives. Loading metadata keywords such as locations, model types (e.g. alternative family), or specific projects the images are to be used on (e.g. Summer Catalog) can help speed up the post-production stage for editors and retouchers. 

Empower your teams to help them share the brand narrative more effectively 

Internally, you need to launch a brand communication campaign aimed at educating teams on the importance of brand narrative and a unified communication strategy. A key part of this development cycle should be to outline the brand communication elements that apply to each role. From aspects like brand voice and tone to color palettes and photography style, each role has specific elements they need to be aware of during the creation of content. 

These guidelines and frameworks can form part of your metadata schemas or even as templates on your DAM library, which allow teams to create content that stays without the barriers of a brand’s identity without having to waste time searching for guidelines. 

Utilizing your DAM software as a brand asset management (BAM) platform can also help you centralize access to the guidelines and frameworks that ensure unified content creation. 

The advantages of utilizing a brand communication platform 

Following a few simple brand communication guidelines will help you establish the foundation of something far more meaningful than just a logo. Here are the key benefits you get from utilizing your digital asset managment software as a brand communication platform: 

Become a positive influence

By streamlining your brand communication you allow your creative teams to tap into the larger brand narrative and the emotional journey you want to walk with your audience. This enables you to touch on real-world issues and personal journeys more effectively, having a positive influence on your audience across channels. 

Dominate the market

By establishing your brand narrative across media channels and social media platforms you can dominate the market with a unified and clearly defined presence. By incorporating different elements of your brand narrative into different channels, you’ll also be able to create a more rewarding and engaging journey. 

Be different

Every brand is unique. Every brand has a story and a team behind it that differentiates it from others. Your brand communication strategy has to leverage the elements that make you different to help you share content that stands out amid the flood of stock standard posts that make so many brands’ content feel repetitive and ultimately redundant.  

Gain loyal customers

A unified brand communication strategy can help you take the loyalty generated through brand consistency a step further. By creating a communication plan that connects with customers on a different level on each platform, you’ll be able to tailor a more rewarding customer journey that pulls your audience back for more. Build your own market

Your brand communication strategy should go beyond promoting your product and service and begin to create a dedicated market around the value proposition that sets you apart. Once your strategy is able to do this, your brand can settle into the corner of the market where it will thrive. Understanding brand communication in simple terms

At its core, brand communication is the conversation you’re having with your audience, which includes both existing and prospective customers. It entails everything you say to them and how you say it. 

When multiple people are responsible for keeping such a detailed conversation consistent, you need a digital asset management platform that helps you centralize the starting point of each response. 

Find out how globaledit can improve your brand communication

globaledit helps you create a centralized brand communication platform that serves as the launching point for your brand narrative. We connect teams and creative minds so you can connect your story with the world more effectively. Book a demo to see how we can help support your brand communication journey.