Why brands are struggling to maintain consistent branding and messaging in the digital era

Discover more about why 'control is King' with the help of Brandworkz whitepaper

Retaining control over your brand in the digital era can be tricky; it can be especially difficult for marketers to make sure that their brand materials are being used correctly.

A collaborative whitepaper between The Drum and Brandworkz - ‘When it comes to brand strategy: Control is King’ - looks at how marketers are delivering targeted communications, and questions how they can maintain a consistent message and culture despite ongoing digital complexities.

The report focuses on some of the challenges businesses currently face, providing agency case studies that show best practice for overcoming those evolving issues. Featuring various brand and agency case studies throughout the paper, marketers can learn how to overcome these issues through the experiences provided.

For instance, the report advises that businesses should train their employees on the company's values, so that the misuse of any brand materials can be quickly spotted and easily corrected. A centralised system will help marketers ensure that all branding is consistent.

While demonstrating how new guidelines should be shared among internal teams and external partners so that they can check first that all messaging matches up, the paper also advises how new software also means that any change to brand materials can be easily tracked.

The paper sets out that the biggest reasons brands tend to lose control over their messaging are a lack of education around digital and access to digital resources: The rise in popularity of user-generated content has seen more consumers post about their experiences and interactions with brands on social media. This may require brands to increase online patrols to avoid a marketing mishap, although advice on how to handle any problems is also provided in the whitepaper.

To access the full report for free, please fill out the form below. The paper also provides marketers with methods for building out their brand strategies. Followed correctly, it will help them to retain control over their brand's messaging.

The report is no longer available on The Drum, however if you’d like a copy of the report ‘When it comes to brand strategy: Control is King’ please contact Neil Monahan at neil.monahan@brandworkz.com.

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