A difficult task for a marketing team is maintaining brand consistency through web content management. Whenever you have multiple users from different departments on an enterprise level content management system. You create opportunities in which many different users are posting updated information regularly with differing styles, and unfortunately this can create the perfect storm for damaging the brand of your business. How can you form a web based strategy to create a level of brand rigidity for your business?
1. Train your staff
Training is one of the most overlooked areas in brand management. When most companies train staff on using content management systems the training stops at how to use the CMS, but everything you do on your website is another marketing touch point with your customers. Maintaining a consistent brand image is very difficult unless the general voice is the same. Train the staff on what your brand is and what the message should be. How do you want your customer to perceive your business?
2. Observe traditionally rigid brands
The most successful brands are continually rigid. Some examples may be Coca-Cola, Apple, McDonald’s and now fresh on my mind – Ball State University. You can learn a lot by mentoring consistent brands.
3. Remember the brand is not just design – it’s a message
A good marketing team will be able to tell you that brand management is not just about a company’s image, but it’s also about how the company’s message is delivered and what is delivered to their customer. While today it is important for everyone to have their own voice it is also equally important that when you’re speaking on behalf of your employer you must mold your voice into that company’s brand.
4. Training
No, this is not a typo. Continual training of your staff will continue to develop your brand, and it gives you a sustained effort to deliver your brand to your staff as well. Training isn’t meant to be a “one-and-done” procedure. As professionals we continue to learn more about our industry, our customers and how to do our jobs better. Continual training is another way to ensure long-term brand management.
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