Brand consistency is the key to survival in today’s digital economy

Data: 2020 m. sausio 27 d.

The slightest discrepancy in your branding online can destroy consumer trust, which is why digital asset management helps boost revenues and mitigate risk as well as cutting costs.


Recent years have seen huge changes on the UK high street, with a host of well-known retail brands being consigned to the history books.


Mothercare, Bonmarché and Links of London are just a few of the retailers which went into administration in 2019 – a year in which retail sales fell for the first time in 25 years, according to the British Retail Consortium (BRC).


But it’s not all doom and gloom across the retail sector.


Fashion retailer Boohoo reported record trading during the final quarter of 2019. It has benefited from the consumer shift to internet shopping – consumers now spend £1 in every £5 online, according to the Office for National Statistics (ONS). Another reason Boohoo is succeeding is that it is using its brand assets to create a consistent – and highly lucrative – image.


A strong social media presence, dedicated apps and partnerships with influencers are just some of the ways in which the brand assets have been combined to grow Boohoo from a Manchester market stall to a leading name in the retail world.


The importance of brand consistency is not a new concept. Just look at Coca-Cola. No matter where you are in the world, you’re greeted with the same iconic cursive logo and brand experience, which stirs up feelings of familiarity, authenticity and positivity.


Another great example in the fashion world is Louis Vuitton. It may be over 160 years old, but Louis Vuitton has maintained a consistent brand identity (based on travel as well as that instantly recognisable motif), while at the same time undergoing a successful digital transformation. An early adopter of SEO and omnichannel capabilities, Louis Vuitton is followed by over 7 million fans on Twitter and 21 million on Instagram.


So what can companies do to emulate the success of these brands?


Firms are increasingly turning to a digital asset management (DAM) solution to help them create richer customer experiences. These solutions enable teams to focus on the tasks they need to, with instant access to the collateral they need to do their jobs effectively.


If a piece of content needs creating, anyone within the organisation can design impactful marketing collateral without worrying about breaking brand guidelines. What’s more, the impact of any marketing assets used can be measured, so teams can prove ROI.


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