Brand management

A recognized trusted brand is a strong brand no matter where you come across it. Branding is how your customer experiences products and services and the associations that make your customers desire, trust and respond. Well known brands including Goodyear, KLM, Unilever and Suzuki have built their online brand using SDL Tridion to connect with their customers' experience.

Description

Recognized through consistency

One of the most important elements of brand management is consistency, and this element is just as important for the online channel as for any traditional marketing method.

Brand structures can be very complex. Usually, brand managers select their branding approach based on the strength of existing corporate or product brands and the ability to launch new products and services into the marketplace. Each brand choice results in different requirements for Web sites. At the same time, for each brand consistent use of the images, messages and brand experience all serve to reinforce brand.

Through the use secure roles and permissions, you can ensure that the look-and-feel of your brand is always consistent and enforced. SDL Tridion gives your organization the ability to ensure that your online brand is always presented consistently, regardless of context. Multi-language and regional sites can share the same look-and-feel and brand experience elements ensuring that your brand equity builds your organizations' future.

Responsive to change

New product launches and campaigns often reinforce existing brand messages and also respond to trends in the ways that your customers are using your products and services. By enabling fast and consistent rollouts of new initiatives, you can reinforce your brand image with each change to your Web site.

Through the reuse of content, multimedia and identifying elements of your brand, you can ensure that you maintain centralized control of your brand as it grows and changes with the times. This ensures that your innovation will only build on your brand. Simultaneous rollout also ensures that all regional sites, microsites, and language requirements for brand management are ensured.

Multiple brand management

In addition to ensuring brand consistency for your corporate identity, organizations often need to manage multiple brands. Brand structures can be very complex and brand managers often select their branding approach based on the strength of existing brands or through the opportunities of changing markets. The ability to launch and maintain multiple brands within multiple Web sites requires support.

SDL Tridion Web Content Management solution allows you to manage even your more complex brand requirements. SDL Tridion customers such as Unilever, Goodyear and Canon attest to the tremendous brand control and opportunity that Web Content Management can provide your brand equity.

Benefits

New Web sites in hours

The global 24-hour economy asks for responsiveness and flexibility on both a central and local scale. The ability to deploy new sites overnight using BluePrinting™ technology is SDL Tridion’s core strength. This can be a huge advantage when introducing new brands to international audiences.

Responding quickly to new opportunities in local markets increasingly determines your success. With SDL Tridion you can roll out a new Web site or marketing campaign micro site in hours instead of days or weeks without needing your IT department’s involvement. The business user is empowered to execute their online marketing objectives. The cost saving benefit is obvious but being in the market much faster than before really makes the difference.

Translate and localize

Web site globalization is so much more than copy and paste or translating Web sites for various countries.

Of course language and country sites are the most visible result of a global online presence. The complexity, however, is in the intelligence of combining local needs with corporate communication strategies. Local needs go beyond translations – they go as far as localizing company messaging; local business functionality in Web forms and applications; as well as locally targeted communication to multiple audiences through a Web site, e-mail and newsletter or even print. This so called multi-faceted management stretches far beyond the need for just translating. It also involves areas like the localization of sites and content types.

This power to easily localize and translate branded content ensures consistency regardless of where you are selling your products and services. In addition, if the needs of local audiences vary, you can easily modify your content to reflect the brand values of your local audiences.

SDL Tridion is designed to balance the needs of corporate consistency and local content.

Multichannel brand presence

In today’s technological world, the pace of change is so fast it seems that more and more communication channels emerge every day. In addition to traditional print collateral, media relations and other forms of communication, organizations must now manage online content, e‑mail, RSS feeds, podcasts and much more. The challenge lies in taking full advantage of these new communication mediums while ensuring consistent messages, branding and short time to market.

BluePrinting allows marketing and communication professionals to coordinate multiple Web sites, online, digital channels, e-mail marketing campaigns, and print collateral. BluePrinting enables them to reuse and repurpose all content types including text, graphics and applications in more than one channel. This means that they can ensure consistent messages and branding across channels and reduces the complexity of multi-channel management.