In the first part of this blog, you read about the challenges of maintaining a strong brand identity in different countries. After all, how do you make sure your brand remains recognizable while responding to local differences? In this second part, Sebastiaan de Ruiter explains how technology helps you find this balance.

Technology as the basis for your localization

Digital Asset Management (DAM) and Brand Portal are the linchpin of effective localization. They help you strike the right balance between global consistency and local relevance. A DAM system is your central hub for all digital content - from images to videos and documents. A Brand Portal gives teams, partners and agencies access to approved brand assets, guidelines and templates.

Here's how DAM and Brand Portals transform your localization

One of the main advantages is that you store all your branded materials in one central place. Your DAM system acts as a kind of digital library where you store all your files. Teams around the world thus always have access to the latest, approved materials. Through the Brand Portal , local teams quickly find exactly what they need without accidentally breaking brand rules. You'll never see outdated logos or the wrong visuals in local campaigns again.

Smart templates save time

You also work with smart templates that save you a lot of time. These templates include fixed elements like your logos, brand color and font, but leave room for local adjustments. For example, a team in Japan can adapt a campaign poster to their language and culture while keeping your brand's core message intact. This way, you create locally relevant content without sacrificing brand consistency.

From translation to approval: everything streamlined

Translating content also becomes a lot easier. You link your DAM system to translation tools, making the whole process smoother. In the Brand Portal , you can review and approve all translations before they go live. This ensures more efficient work processes and consistent quality across all languages.

In addition, with DAM you automate all your approval processes. The system automatically checks whether content complies with local legislation and brand guidelines. This way, you avoid legal problems or brand errors even before they arise.

To measure is to know

Finally, both systems give you valuable insights into how your content is performing in different markets. You see exactly what works and what doesn't, allowing you to continually refine your strategy. This data-driven approach leads to ever better results.

Practical tips to get started right away

1.Capture your brand identity crystal clear in an online brand manual. Teams worldwide will then know exactly what is and is not customizable.

2.Make content modular so teams can easily add local elements. A global social campaign will thus have locally relevant images.

3.Train all stakeholders - including partners and agencies - in using your systems and finding the right local balance.

4.Continuously monitor which local approaches are working well and share these successes as inspiration.

How it works in practice

Let me give you a practical example of how DAM works for a large international brand. Imagine a sports brand that operates in 50 different countries. This brand has built a powerful global identity. In their slogans and imagery, they emphasize universal values that everyone can relate to - think perseverance and teamwork. But they also understand that these values resonate slightly differently in each country. That's why they cleverly adapt their communication for each market.

This brand uses DAM and Brand Portal to keep their localization running smoothly. They develop centralized campaigns that local teams can easily adapt to their market. All teams have instant access to approved materials, from videos to campaign images. They have set clear rules for using their brand so that it remains recognizable everywhere. And thanks to automated workflows, translations and approvals go a lot faster.

Why invest precisely now?

The world around us is changing at lightning speed. You see that consumers expect increasingly personalized experiences, even from large international brands. At the same time, the consequences of inefficient work processes are becoming increasingly costly. And let's face it: one mistake in your brand communication or violation of local rules can cost you dearly.

With the right approach and tools like Digital Asset Management and Brand Portals, you don't just address these challenges - you turn them into opportunities. These technologies give you the structure and efficiency you need to localize your brand, while maintaining the flexibility to respond to what matters locally.

Take the next step in your localization strategy

Want to know more about guarding your brand identity in different markets? Also read part 1 of this blog on the challenges of international brand identity.

Discover how DAM can transform your work

With DAM, you lay the foundation for a more efficient and successful marketing team. Want to learn more about the benefits? Download our white paper The Benefits of Digital Asset Management and find out how to save time, improve collaborations and work more efficiently.

Download the whitepaper

Wondering how Comrads can support you? Contact us today for a no-obligation demo. Discover how our solutions can manage your digital assets more efficiently and effectively. Together we will find the perfect match for your needs.