What is Branding Automation (BA)? A definition

People view the artworks Coca-Cola(R) by Andy Warhol, and Ice Cream Soda by Roy Lichtenstein, on display at the Sotheby's Autumn Sales in Hong Kong.

People view the artworks Coca-Cola® by Andy Warhol, and Ice Cream Soda by Roy Lichtenstein, on display at the Sotheby's Autumn Sales in Hong Kong.

Branding Automation - a definition

Branding Automation (BA) consists of the curation, organisation, storage, retrieval and distribution of important branding information, brand guidelines, brand content and collateral, along with their related digital files.

BA helps brand managers scale their brands globally and stay in control of all branded content from its creation and cultivation to consumption, and ultimately achieve end-to-end brand consistency throughout all marketing channels.

 

While Brand is an investment in an idea. In order to leverage, promote and protect it, the brand's story or DNA  (Why the brand exists) and Brand Standards (How we behave) need to be understood and the brand content (What we look like and say) that represents or identifies it, needs to be carefully curated and distributed to the right people, at the right time.

Branding Automation is an investment in a system or formal process to protect and manage that brand investment.

 

Why Automate Branding?

Why every CEO must consider centralized Branding Automation.

Read the blog post (3min)

What does a BA include?

Branding Automation software is a brand management system, that includes three main components that aim to protect and improve brand equity.

Brand Equity graphic

Simon Sinek's Golden Circle

1. Your Brand story or DNA - the why.

A brand is an idea, a concept, a story. Sometimes fresh and new, often well formed and established. It always has a start, an origin, a blueprint. Preserving or re-establishing that blueprint and communicating it to the people who must implement the brand is vital.

Documenting and sharing this DNA is the core, of an effective brand management system.

Start with Why (Ted Talk by Simon Sinek)  

2. Your Brand Standards - the how

Brand Standards are about documenting and prescribing how you express and communicate your brand. Including your brand's personality, how you behave, your brand's visual identity, colours used, how signage is used, your brands voice, how to use your brand and marketing assets and host of other details.

What's most important is that once you decide what those standards are, that your staff, partners and resellers understand and implement these standards consistently at every brand touchpoint.

3. Digital Asset Management (DAM) - the what

Once you know why and how, you'll need to create and manage the what. The what being the brand and marketing assets deployed in communicating, promoting your brand and/or selling your products and services. Typically these include logos, images, artwork, graphics, stationery, signage, ads, templates, videos, emails, designs, etc.

Typically this will be software or a cloud service designed to securely store, catalog, manage and distribute these assets to authorised brand users.

BA > DAM

Branding Automation (or BA) is often confused with Digital Asset Management (DAM). BA goes further than DAM. BA includes tools to help preserve and communicate a brands DNA and its' brand standards, as well as manage the digital assets of a brand. BA is a more wholistic approach. DAM is a subset (albeit an important one) of BA.

Branding Automation system graphic

BA includes DAM

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