Brand crisis? A robust brand identity is your salvation!
At a time when critics are constantly scrutinizing organizations and their brands, it is vital to have a strong brand identity. Whether it's negative publicity, a data breach, or having to recall a product, brands with a clear identity recover faster and often manage to retain the trust of their customers. In this blog, Sebastiaan de Ruiter discusses how a Digital Asset Management (DAM) system can help protect your brand and how it ensures consistent communication across all your channels.
The power of a strong brand identity in times of crisis
A brand firmly rooted in clear values and a consistent vision can weather the storm of a crisis much better than brands that don't. Whether you are a start-up or an established company, the key is to know very well who you are and how to effectively communicate your message. The determining factor here is that all communication, from visual assets to textual content, is always and everywhere fully aligned with your brand values. That way, your brand not only retains its identity, but it stays afloat even in the most difficult times.
The role of a DAM system in crisis management.
In a crisis situation, you want to be able to respond quickly and effectively. A DAM system provides the ability to quickly find, deploy or replace the right assets, enabling you to keep your brand message consistent across all channels. Whether you're dealing with negative press, a recall or an internal crisis, a DAM system ensures that you stay in control of your brand communications.
In practice: DAM system as a lifesaver
Imagine you are a marketer for a trendy fashion brand that has just launched a new clothing line inspired by the 1980s. The launch is a huge success and the campaign is initially running like clockwork. Your team has worked extremely hard on ads, social media posts and a dedicated online shop. But then, a few weeks after the launch, a problem arises that turns everything upside down. One of your ads on social media shows a model wearing a T-shirt with an eye-catching print from the new collection. Someone notes that the print looks suspiciously like a design by an independent artist. The artist claims his work was used without permission, and his followers quickly join the accusations.
The crisis is complete: the artist and his supporters accuse your brand of plagiarism. What starts as a storm on social media soon grows into a whirlwind of angry reactions, petitions and even calls for a boycott. Your brand's image as innovative and ethical takes a big dent, and the reputational damage seems irreparable.
This is where a DAM system could have made all the difference. By using version control within the DAM system, you can organize all designs and digital assets conveniently. This allows you to prove that the T-shirt design is original and that there is no plagiarism. In addition, using metadata such as the source, creator and creation date, you can easily trace where the design came from and whether permission to use it has been granted.
Strict access rights in the DAM system prevent unauthorized individuals from accessing and potentially misusing the designs. A well-established workflow within the system ensures that all designs go through an approval process before being used in the campaign. This way, you could have noticed the similarity to the artist's work in time and made the necessary adjustments.
In this way, a DAM system could have prevented a brand crisis.
Want to learn more about DAM and marketing automation?
Wondering how a DAM system can help your organization achieve brand consistency? Then download our white paper The Benefits of Digital Asset Management and find out how to get the most out of your marketing efforts.
Do you have questions, would you like to request a no-obligation demo or would you like to talk further about other benefits of marketing automation for your organization? Of course that's always possible too! Give a call to (0)20 820 83 82 or mail to info@comrads.nl. We would love to get to know you.