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monday.com

monday.com is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about monday.com

4.6 (4663 reviews)

1 recommendations

Mailchimp

Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp

Asana

Asana is a comprehensive project management tool that offers a range of technical features to streamline workflows and enhance collaboration within teams. With its user-friendly interface and robust capabilities, Asana provides or...Read more about Asana

Canva

FrontRunners 2024

Canva is a cloud-based graphic design tool used to create on-brand marketing content, sales presentations, training videos and more by companies of all sizes. This solution includes features such as drag-and-drop design and photo ...Read more about Canva

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Hootsuite

Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite

Confluence

Confluence is a project management solution that enables organizations to create, collaborate, organize and review project documents. The system offers both cloud-based and on-premise deployment. Confluence’s editor feature a...Read more about Confluence

Zoho Social

Zoho Social is a holistic social media management tool that lets you effortlessly expand and grow your social media presence from one platform. Zoho Social supports major social media platforms such as Facebook, Instagram, Twitter...Read more about Zoho Social

Wrike

Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f...Read more about Wrike

Airtable

Airtable is a cloud-based project management solution targeting small to midsize businesses as well as departments within larger companies. This system focuses primarily on data organization and collaboration. The system uses...Read more about Airtable

Adobe Workfront

Adobe Workfront is a collaborative work management solution that addresses the challenges of disconnected teams, siloed tools, and the relentless pace of enterprise work. Workfront includes capabilities to capture and plan, assign...Read more about Adobe Workfront

ShippingEasy

ShippingEasy is a cloud-based shipping and inventory management solution suitable for small to midsize e-commerce businesses. Key features include order management, label customization, integration with multiple seller channels, r...Read more about ShippingEasy

PicMonkey

PicMonkey is a web-based photo editing and design tool, which helps businesses create images for YouTube, Instagram, flyers, presentations, invitations, and logos. Key features include real-time co-editing, customizable branding, ...Read more about PicMonkey

Canto

FrontRunners 2024

As a leader in digital asset management (DAM), Canto is the simplest, yet most powerful DAM platform on the market. This solution allows organizations to centralize, organize, and share assets. With AI Visual Search, you can use n...Read more about Canto

Birdeye

Birdeye is the top-rated reputation management and digital customer experience platform for local brands and multi-location businesses. Over 100,000 businesses leverage Birdeye’s AI-powered platform to engage seamlessly with custo...Read more about Birdeye

Sprout Social

Sprout Social is a cloud-based social media management solution that caters to businesses of all sizes and helps them to manage their audience interactions and marketing routines. Key features include automated publishing, convers...Read more about Sprout Social

Loomly

Loomly is an easy-to-use Social Media Management platform that empowers you to craft, optimize, schedule and analyze posts all in one place. Streamline your entire social media marketing process: manage digital assets, fuel story...Read more about Loomly

Brandfolder

Brandfolder is a cloud-based asset management solution that provides various processes to organize, store and retrieve media assets and manage digital rights and permissions. The solution can be customized for businesses in indust...Read more about Brandfolder

Klaviyo

Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The ...Read more about Klaviyo

Campaigner

Campaigner is a cloud-based email marketing solution that caters to small and midsize businesses across various industry verticals. Professionals can create automation workflows using a drag-and-drop interface and improve customer...Read more about Campaigner

Strategy & Research

Qualtrics CoreXM is a cloud-based platform designed to help organizations generate sales insights and optimize product prices through analysis of customer experiences in real-time. Key features include feedback collection, concept...Read more about Strategy & Research

Buyers Guide

Last Updated: March 16, 2023

Brand management software is designed to help companies of all sizes organize, manage and advertise collateral for their products and/or services to potential customers in the most effective manner. These solutions, which fall underneath the larger category of marketing software, help business owners and proprietors manage key elements of their product(s) and brand(s), including:

  • Marketing campaigns

  • Project workflows

  • Design assets

  • Social media posts

We’ve created this guide to help potential buyers learn more about what brand management software is, what features and functionality it offers and what benefits it can yield. With this information, buyers can make the best decision when selecting a brand management system for their organization.

Here’s what we’ll cover:

What Is Brand Management Software?

Common Functionality of Brand Management Software

Key Considerations for Buyers

What Type of Buyer Are You?

Market Trends to Understand

What Is Brand Management Software?

Brand management software helps business owners and brand managers manage the overall brand messaging of their company. These tools provide a single, centralized database in which users can create, manage, store, share and distribute assets and files in order to ensure brand consistency across all channels.

Brand management tools also help teams manage workflow processes for creating and approving new marketing assets and collateral necessary for launching new marketing campaigns and other activities that help boost brand awareness and loyalty.

Common Functionality of Brand Management Software

Most of the brand management tools available today offer some or all of the following features and functionality:

Alerts

Allows users to create and send alerts at various stages of the brand management process (e.g., content review and approval stages), and/or send custom email alerts to selected groups.

Approval process control

Enables users to manually or automatically approve posts before they are posted to social networking websites.

Artwork automation

Allows users to streamline design processes and ensure brand accuracy so assets can be pushed live more quickly.

Asset management

Allows users to store, manage and share all marketing and/or design assets within a centrally located online portal or database.

Fulfillment distribution

Enables users to access a central warehouse of data and files for efficient and controlled distribution of assets.

Multi-format output

Allows users to create content in various formats, such as print, PDF, HTML and more.

Project workflow

Provides users with the ability to design, track and approve various branding projects quickly and identify potential delays or disruptions in advance.

Search functionality

Provides users with enhanced search capabilities and functionalities in order to be able to locate the right asset every time.

User-defined permissions

Offers permission-based asset distribution so all necessary users and groups have access to the right assets and workflows.

Real-time analytics

Provides users with access to key data points and provides critical insights in real time across the complete brand management process.

Social media integration

Allows users to share branded content directly on social media websites, such as Facebook, Twitter, Pinterest, Tumblr, LinkedIn, etc.

Key Considerations for Buyers

Different organizations will have different requirements and criteria they should look for when evaluating brand management solutions. Below are a few things all buyers should keep in mind.

Deployment type. Buyers should select the deployment method that best suits their company and budget. For smaller organizations, a cloud-based solution may be a less expensive option that can be up and running more quickly than an on-premise solution. Larger organizations with a dedicated IT department, on the other hand, may seek an on-premise solution in order to bring everything in-house to have the control they want over the software. Organizations should also consider the type of operating system they wish to employ (e.g., Windows, Mac, iOS, Linux or Android) depending on which users/teams will need access to the software.

Supported third-party integrations. When evaluating brand management solutions, it is important to think about various other tools that a solution will be required to communicate with in order to reduce the manual work necessary to transfer information from one system to another. For example, integration with an email marketing system such as Marketo or Pardot might be a necessity in order to incorporate brand assets into nurture streams or email marketing campaigns. Other potential integrations include Salesforce, Wordpress, Shopify and others.

What Type of Buyer Are You?

Choosing the right brand management software also depends on the size of the business. Consider the following buyer types:

Small and midsize businesses. These businesses generally operate in the range of 100 employees and may focus in a niche area. Such businesses might consider a best-of-breed solution to address their specific requirements. Since smaller businesses generally must operate within tighter budgets, these companies should focus on the most critical features needed, such as alerts and asset management.

Large enterprise buyers. Such buyers generally require flexible brand management features based on their regular and continuous branding projects. They may want to consider a brand management system with a modular suite that offers the ability to pick and select modules based on their unique needs.

Market Trends to Understand

As you evaluate the best brand management software for your business, consider these market trends:

Big data and analytics. With the continuous growth of big data, brands can use software to discover useful insights related to their existing target markets, as well as potential new markets they may be able to enter. This information can help them better forecast consumer needs and develop suitable branding strategies that address these needs. Brand managers may also need to employ other third-party, data-driven tools such as Salesforce, Marketo or Hubspot for generating critical insights.

Mobile consumer usage. More and more brands are integrating mobile into their overall branding and marketing lifecycles as more users interact with organizations primarily through mobile devices and/or dedicated mobile apps that require their own unique branding. One survey found that nearly 50 percent of customer interactions with brands occur on social media channels alone. Brands should ensure they are reaching their target consumer audience on the devices and platforms they access the most.