How to Unify Brand Experience: A Hootsuite Story
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The document discusses the importance of unifying brand experience, focusing on brand consistency and the role of digital asset management (DAM) in enhancing creative workflows. It outlines strategies for effective brand management, including using metadata for asset organization, providing access to resources, and maintaining brand guidelines. Hootsuite's experience demonstrates how a centralized DAM can improve collaboration and brand consistency across global teams.
How to Unify Brand Experience: A Hootsuite Story
- 1. WEBINAR HOW TO UNIFY BRAND EXPERIENCE A Hootsuite Story
- 2. How to unify brand experience Part I Brand consistency: The opportunity and challenges Part II How DAM helps: Accelerate creative workflows while supporting brand consistency Part III The Hootsuite story: Creating a cohesive brand experience with Acquia DAM Today’s agenda
- 3. PART I BRAND CONSISTENCY The opportunity and challenge
- 4. How to unify brand experience Your brand is the culmination of every experience a person has with your organization—which leaves a perception in their mind
- 5. How to unify brand experience – Messaging – Tone of voice – Logos and wordmarks – Visual attributes – Color profile – Typography We influence brand perception
- 6. How to unify brand experience – Compass for decision making – Tells the world who you are – Supports differentiation When we get branding right
- 7. How to unify brand experience – Awareness – Perception – Loyalty Value for your business
- 8. How to unify brand experience – Off-brand messaging – Outdated illustrations – Distorted images – Slow time to market Scale gets in the way
- 9. How to unify brand experience “Is it the chef, or is it the ingredients?” – John List on scale
- 10. – Quality ingredients – Clear guidance A cohesive brand experience needs How to unify brand experience
- 11. PART II DIGITAL ASSET MANAGEMENT Accelerate creative workflows while supporting brand consistency
- 12. Digital asset management (DAM) is the practice of administering, organizing, and distributing media files. DAM software enables brands to develop a library of photos, videos, graphics, PDFs, templates, and other digital content that is searchable and ready to deploy. Defining DAM How to unify brand experience
- 13. How to unify brand experience DAM in martech ecosystem
- 14. How to unify brand experience Content Lifecycle Core DAM CONTROL ACCESS with roles and permissions ROUTE for review, comment, and approval ANALYZE Assets with performance insights ARCHIVE to preserve content and data for life PUBLISH assets to the web, email, and social UPLOAD for distribution across your organization SHARE on CMS, CRM, marketing automation, + creative tools TRANSFORM to other formats on the fly CURATE collections for events and campaigns CATEGORIZE to search, filter, and find assets TAG METADATA using rights and security
- 15. How to unify brand experience Provide self-serve access to your brand assets with – User roles – Asset groups – Permission settings Control access with governance
- 16. Governance example How to unify brand experience Asset groups – Americas – Asia Pacific – Europe – Middle East/Africa – Working files – Public assets User roles – System administrator – Marketing (internal) – Agencies (external) – Sales team Americas – Sales team Asia Pacific – Sales team Europe – Sales team Middle East/Africa Permission levels Setting one: Full system control over user administration, metadata creation, asset uploading and downloading, bulk editing, and more Setting two: Searching, metadata creation, and asset uploading and downloading Setting three: Searching, asset uploading and downloading Setting four: Searching and asset downloading
- 17. User role Permissions Asset groups System administrator Setting one All Marketing (internal) Setting two All Agencies (external) Setting three Public assets and working files Sales team Americas Setting four Public assets and Americas Sales team Asia Pacific Setting four Public assets and Asia Pacific Sales team Europe Setting four Public assets and Europe Sales team Middle East/Africa Setting four Public assets and Africa How to unify brand experience Governance example
- 18. How to unify brand experience Make assets easy to find and use – Metadata is data about data – Taxonomy is the way in which objects are classified Metadata and taxonomy
- 19. How to unify brand experience Metadata and taxonomy Metadata field examples – Title – Description – Keywords – Brand – Status – File format – Author – Version – Created date – Filename – Last updated – Geolocation – Usage details Answer these questions with metadata – What? – When? – Where? – How? – Who? – Which? – Why?
- 20. How to unify brand experience Metadata and taxonomy example
- 21. How to unify brand experience Set up file conversion options based on common use cases – Website – Instagram post – Slide deck – Email banner Transform on the fly
- 22. How to unify brand experience Give your teams and partners access to the assets they need – they don’t even need to be a user of your digital asset management (DAM) system Curate and share assets with Portals
- 23. How to unify brand experience Brand standards portal: Encourages appropriate use of brand elements, such as logos, photography, and colors Marketing operations portal: A place for your distributed marketing team(s) to get the right assets for their campaigns Event portal: Provides a simple way to distribute event photos and videos to attendees Sales portal: Supplies sales teams with the most recent version of collateral and customer examples Portal examples
- 24. How to unify brand experience Reuse assets by sharing, linking, and embedding them across multiple systems, channels, and websites to extend the value of your content Create once, publish everywhere
- 25. How to unify brand experience Create once, publish everywhere example Image Website Mobile app Sales slide
- 26. How to unify brand experience – What are your top/least downloaded assets? – Who are your top downloaders? – Where are your assets being accessed? – Which digital assets are embedded? – What are your top search terms? – What’s NOT being used? Analytics
- 27. DAM empowers a shared style and voice How to unify brand experience Confidence in your content Use versioning, metadata, rights management to always use the right asset in the right format. No more folders of files named logov6.png. Present a consistent brand identity Empower your social, web, event, and sales teams with brand guidelines and approved assets. Reuse and repurpose your best-performing content Empower your designers with access to working files so they pull layers from existing assets to use in new communications. Organize review and approval Set up proofing workflows so creators can produce better content in fewer drafts – no matter their timezone.
- 28. PART III HOOTSUITE Creating a cohesive brand experience with Acquia DAM
- 29. – Global leader in social media management – Used in over 200 countries and territories around the world – 200,000 paying customers How to unify brand experience The challenge Hundreds of creative assets stored across various locations (e.g. Google Drive, hard drives, flash drives) Locating the right file was time-consuming and created bottlenecks Social team, web team, events, field marketing, corporate development all creating their own private collections affecting brand consistency Teams dispersed across the world, with creative workflows spanning continents and time-zones
- 31. – Create metadata schemas that support how teams search for assets – Group assets for campaigns – Shift asset groups and permissions based on the changing needs of the business Organize for how you work Lessons from Hootsuite
- 32. Create a branded portal to share – Brand guidelines – Key brand assets – Contact information Package up your media kit Lessons from Hootsuite
- 33. Assets are in sync across – Adobe suite – Content management system (CMS) – Hootsuite software Integrate to support workflows Lessons from Hootsuite
- 34. – Track internal system adoption – See if internal teams are seeing and downloading materials – Repurpose best performing content – Track views and downloads of gated materials on your website Track asset and system usage Lessons from Hootsuite
- 35. Outcomes – Collaboration across regional teams through immediate access to current brand content in a centralized repository – Enhanced creative agility by using automation and system integrations to reduce manual and redundant tasks – Actionable data insights using analytics tools in Insights to monitor content use – Controlled access using security settings to designate which assets are available to each user “ How to unify brand experience I would say the real central value that Widen brings to the Hootsuite brand is making the universe of brand material so much smaller. People know where to go and they can have confidence that when they find an asset, it’s been created by the brand team, it’s on-brand, and it’s released for use.” Curtis Foreman Senior Editor Read the full case study ➔
- 36. How to unify brand experience “People have taken the system that we’ve created and used it to make something beautiful and on-brand, and I think that’s one of the best measures of success of this system.” – Curtis Foreman, Senior Editor
- 37. Takeaways How to unify brand experience – Your brand is the culmination of every experience a person has with your organization – Scaling your brand requires access to the right ingredients and guidance on how to use them – DAM helps you organize, access, and deliver your brand assets
- 38. Q&A
- 39. THANK YOU