How Global Brands Power Growth With Branding Automation

Transcription

1 The world s leading branding automation event How Global Brands Power Growth With Branding Automation

2 How Global Brands Power Growth With Branding Automation 3 What Is Branding Automation? 4 How DPDgroup Rebranded With Branding Automation 5 DPDgroup s Rebranding Challenges 6 Bynder s Solution 7 How Does Branding Automation Help Global Brands Power Growth? 8 Creation 8 Cultivation 9 Consumption 9 How Does Branding Automation Create Value 10 For DPDgroup? 10

3 3 How Global Brands Power Growth With Branding Automation Branding professionals spend a huge amount of time ensuring consistency of brand assets throughout the entire content lifecycle. This is because in each stage of the process - content creation, cultivation and consumption - various tools are used. Imagine if you could close this loop, have control of the entire content lifecycle and in doing so, achieve end-to-end brand consistency. That s where branding automation comes in the next step in online brand and marketing management systems. Branding automation software provides brand managers with the toolkit necessary to scale up their branding and stay in control of all brand-related content. In this white paper, we take a look at how global brands power growth with branding automation software, using DPDgroup s rebranding process as a casestudy example. 3

4 4 What Is Branding Automation? SHORT DEFINITION Branding automation streamlines and automates day-to-day operations by making processes more efficient, standardized and scalable. Branding automation is a category of cloud-based software intended for use by brand management specialists. Branding automation automates and streamlines day-to-day operations by making each stage in the content lifecycle - creation, cultivation and consumption - more efficient, standardized, and scalable. Branding automation is a one-stop-shop where brand managers can control all stages of the content lifecycle, from the creation of branded content, to its cultivation and finally consumption across multiple channels such as , website, social media, etc. By bringing all of the tools together, branding automation software reduces manual workloads, time to market pressures and helps to maintain brand consistency. Branding automation software can therefore help with the development and maintenance of a sustainable worldwide brand. 4

5 5 How DPDgroup Rebranded With Branding Automation DPDgroup is the international parcel delivery network of GeoPost, a wholly-owned subsidiary of France s La Poste. It has more than 830 depots in more than 40 countries and is one of Europe s leading business-to-business parcel delivery services. Unlike their competitors DHL, TNT and UPS, DPD did not have one unified brand, but different brands for different markets. To focus on increasing growth, particularly international, and create a greater sense of brand unity, GeoPost announced its new international commercial brand identity and parcel delivery network DPDgroup. v The initial rebranding involved the new design of the new logo and integrating different brands, such as Chronopost in France, into the logo family of DPDgroup. On March 18th 2015, the complete rebranding process was established in 22 European countries and will be strategically rolled out over the next 3 years. 5

6 DPDgroup s Rebranding Challenges Alongside rebranding offices and buildings, uniforms, vehicles and cargo containers, DPDgroup s rebranding process will also involve the creation and cultivation of marketing collateral (brochures, flyers, business cards, advertising materials, etc.), and several templates for s, letters, cards and packages. However, their existing portal was not up-to-date, user-friendly or fully functional. Not only was this system rarely used by employees, it also presented several limitations. For example, images had to be resized before uploading as the maximum upload size was 150 MB. As it was necessary to share and provide all departments with documents, website content, print material, layouts, images and videos, an easy-to-use portal connecting the different departments was required. 6

7 7 Bynder s Solution Thanks to Bynder, DPDgroup now has a user-friendly and simple to use platform where updated, on-brand digital assets can be easily accessed by all departments. The connectability of the Bynder platform also allows users to integrate existing systems such as a CMS, streamlining the process from cultivation to distribution and finally consumption. For four months now, DPDgroup s marketing team has been relying on Bynder to deliver new branding and marketing materials to a large global team, streamlining their rebranding process. 7

8 8 How Does Branding Automation Help Global Brands Power Growth? Repositioning due to new ownership, globalization due to an updated business strategy, entering new markets due to high competition, responding to business crises or catastrophes are some of the main reasons why companies decide to rebrand. Businesses usually change their corporate brand identity every 7 to 10 years. That s usually the case for global entities, such as the DPDgroup, because the entire branding lifecycle becomes more complex, expensive and time-consuming. A branding automation solution can help with the challenges of rebranding by automating the processes from brand creation to cultivation and finally, consumption. Creation One of the most important steps for a global organization in the rebranding process is the design and creation of new brand-related collateral. This can include restyling the logo, refreshing the color palettes, changing the tone of voice and the photographic style. The Creative Project Management module in DPDgroup s Branding Automation solution enables the company s global marketing team to streamline and automate all projects and campaigns in their rebranding process. Features such as online proofing allow DPDgroup s marketing team to create new brand assets that are able to be reviewed and approved directly in their web browser. DPDgroup s brand managers are easily able to keep a controlled overview of lengthy production processes. The Web-to-Print module, with smart templates and specific adaption in the final step of the design creation process, helps marketeers and brand managers to ensure brand consistency. 8

9 9 Cultivation The next step in the rebranding process is the cultivation of all the newly created on-brand marketing collateral and content. Every marketeer needs access to DPDgroup s new digital assets such as images, logos, files, or videos that are integral to the rebranding process. Thanks to Bynder s Digital Asset Management module, the global marketing team is able to manage, store and share all digital assets in one place before distribution. This reduces the risk of using old logos and images as well as creating duplicates. Consumption The final stage is the consumption of newly created and cultivated on-brand assets. This involves sharing digital assets via the relevant marketing and communication channels. Bynder s Branding Automation solution gives DPDgroup s marketeers the toolkit necessary to stay in control and enforce compliance of all brandrelated content from creation to consumption, automating the entire rebranding process. Resellers and customers will be faced with a consistent image of DPDgroup s new identity while marketing analysts can measure statistics to see which content did well and why, and adopt their marketing strategy accordingly. 9

10 10 How Does Branding Automation Create Value For DPDgroup? In DPDgroup s rebranding process, brand consistency is essential. Their branding automation solution ensures that everyone has access to the new logos while approval processes guarantee that all newly produced content is on-brand before distribution. The agility of branding automation software permits streamlined processes where external parties can be integrated into the workflow and where users can easily update and modify DP- Dgroup s rebranded content. This streamlined collaboration ensures efficiency in both time and costs. This, combined with the connectability of their branding automation solution, in which they can integrate existing systems such as their CMS and website, allows DP- Dgroup to upload newly created media to existing channels from one place, thus speeding up their rebranding process. Consistency Across all markets, brands and channels. Agility Quicker time to market and more flexibility for fine-tuning. Efficiency More cost-effective use of time due to resource reuse and streamlined collaboration. Connectability Seamlessly connect in existing ecosystem and other online tooling. 10

11 11 Moreover, branding automation helps DPDgroup to make their rebranding process globally scalable. Automating the content creation, cultivation and consumption processes accelerates DPDgroup s time to market. The creation of locally specific content is also automated thanks to smart templates that allow DPDgroup s marketeers to personalize existing branded content, meaning that materials can be adapted to local demands while ensuring brand consistency on a global scale. Finally, branding automation software gives DPDgroup the option to measure all the stages in the content lifecycle. Thanks to smart analytics and insights, DPDgroup s marketing analysts can measure the impact, effect and contribution of their branded content across all channels. They can see which content works best, who created the best content and how long it took to create. As DPDgroup are still at the beginning of their rebranding process, metric-driven insights can help with development of their new brand identity and ultimately, with the maintenance of a sustainable worldwide brand. Scalability On-demand scaling of branding operations. Measurability Smart analytics and insights create more metric-driven accountability. 11

12 Thursday, December 3, 2015 in Amsterdam Heineken Experience Amsterdam Fuel your brand s growth and take your branding to the next level REGISTER NOW 12