What Is Brand Management Software?

In a discussion about brand management software, it’s important to first understand the concept of brand management. Brand management is the practice of setting a standard and organizational system for all of a company’s branding, including imagery, digital and printed collateral, logos, and written documents. The goal of brand management is to ensure consistency across all customer and public-facing communications. This means setting the standards by which team members communicate across social media, print, website, paid ads, and more.

Brand management software is marketing software that helps companies maintain standards and keep control over their brand. This is accomplished by creating a single source of storage and management that all company employees can access and use. Brand management software organizes the ever-growing collection of brand-identity documents, templates, digital imagery, and even brand guidelines that a company needs in order to maintain a cohesive and coherent brand personality across all channels, platforms, and communication.

Benefits of brand management software

Brand management software streamlines several components of a marketing and sales function for a company.

Improved access to approved assets: Brand management software allows anyone in the company to access approved assets, cutting down on the amount of time marketing team might spend directing other departments to the correct logos, images, and content.
Better brand adherence: When other departments can use the correct branded assets, they are more likely to adhere to and promote the brand properly in their communications with the public. For instance, sales departments often rely on bespoke branded elements for communications with leads and prospects, and a single source of branded templates makes brand adherence easier.
Stronger brand cohesion: Brand cohesion is a top goal for most companies who understand how important each contact with a customer can be. Brand cohesion can help increase trust and loyalty from customers, increasing the likelihood that they will be retained as customers in the future.
Improved regulatory consistency: Companies whose communications are required to meet regulatory standards can benefit even more from brand management software because these complex regulatory standards can be met automatically with branded templates.

Brand management software vs. digital asset management software

You might be wondering how brand management differs from digital asset management. Though the two can seem to be quite similar, brand management is actually a component part of digital asset management (DAM).

Digital asset management software solutions typically include brand management capabilities; however, the two are not interchangeable. DAM includes all of the digital files and assets a company could need to store, where brand management deals specifically with assets that support the brand itself.