Brand Management
Be on-brand every time. Outfit's brand asset management software gives you central control of your brand and, no matter who uses it, the ability to create on-brand content. With Outfit, you can rest assured that your creative is on-brand, every time.
What is brand management?
Brand management is the development and execution of strategy to strengthen brand perception in the market. Your brand is only as strong as its perception, and resultant sales, so it is imperative to have a brand management strategy. This strategy allows you to inform and influence your target market, building strong relationships with potential clients, customers and partners.
Brand management enables your organisation to position each interaction and communication piece, in the right way for your audience - to build a meaningful understanding of what you do and how you make a difference to them. Brand management traditionally encompasses:
- Brand architecture or hierarchy
- Visual identity
- Messaging and communication
- Product, positioning and price
- Brand experience
- Customer relationship to the brand and other users of the brand
Key brand definitions
Brand
A brand is a shortcut in a customer’s mind to understanding what you do and how you do it. It is the sum of experience and knowledge of your company positioning, your reputation.
A brand is your customer’s perception of your organisation.
Branding
Branding, on the other hand, consists of all the marketing and communication techniques and tactics you use to influence this perception. The measures you use to influence will be dependent on your audience; channels and objectives.
Visual Identity
Your visual identity is one of the tools you employ in your branding strategy to influence and shift your customer’s perceptions.
Your visual identity includes:
- Logos
- Colours
- Typography
- Images
- Messaging hierarchy
- Illustration styles
- Icons
- Design elements
Brand guidelines are the traditional way to present and manage your visual identity for use in your branding activities.
The best brand asset management solution
Traditional online brand guidelines are treated as a digital display system. The elements are still misused and the guidelines ignored. Outfit takes brand guidelines to the next level. Outifit's brand asset management tool is used actively in all your collateral so no matter who is creating artwork, it is always on-brand thanks to a central repository.
Learn moreBranded house or house of brands
Whether you have one brand, are a branded house or a house of brands, the Outfit platform handles these brands and their assets to ensure the right visual identity is always available and applied to the right teams. Colours, styles, design elements and logos are stored and controlled via a secure central hub, so you can have confidence in your entire brand architecture.
Learn moreCentralised control, decentralised usage
Good brand asset management has traditionally meant the brand is owned, used and approved by a small central brand and marketing team. The Outfit platform enables you to centrally control the brand while allowing diverse teams and stakeholders to easily create content.
Learn moreEffortless brand consistency, every time
Brand consistency usually comes at the expense of responsiveness and speed-to-market. Your internal stakeholders are often frustrated with long wait times for artwork production and your team becomes a bottleneck. Outfit delivers short turnaround times and brand consistency with ease. On-brand. At scale.
Learn moreThe confidence of in-built approvals
Strong brand management is guaranteed through both our templates and the in-built approval workflow. Each Outfit approval workflow mirrors your desired approval system to reflect your offline teams and approvals.
Learn moreBrand asset management without the wiggle room
A good brand manager operates a little like the police, checking for infringements. The Outfit platform eliminates the opportunity for breaches by enforcing brand guidelines. Never want your logo to appear on a green background? Our platform means it will never be so.
Learn more