We've helped many businesses choose the right brand management software so they can keep their brand on message and stay consistent across channels. How does it work?

Brand Management Software


 
Bynder logo
 
Bynder is a cloud-based digital asset management (DAM) solution that caters to businesses of all sizes across various industry verticals. Bynder DAM solution is designed to help businesses manage, maintain and distribute public and... Read More
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Bynder is a cloud-based digital asset management (DAM) solution that caters to businesses of all sizes across various industry verticals. Bynder DAM solution is designed to help businesses manage, maintain and distribute public and... Read More
 
ActiveTrail logo
 
ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
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ActiveTrail is a cloud-based email marketing and newsletter solution suitable for small and midsize marketing agencies. Key features include marketing automation, landing page builder, SMS marketing, online surveys and third-party... Read More
 
emfluence Marketing Platform logo
 
emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
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emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read More
 
Delivra logo
 
Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
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Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read More
 
EZ Texting logo
 
EZ Texting is a cloud-based text marketing solution that caters to businesses across various industry verticals and helps them to communicate and share promotional material and alerts with their contacts via SMS messages. Key features... Read More
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EZ Texting is a cloud-based text marketing solution that caters to businesses across various industry verticals and helps them to communicate and share promotional material and alerts with their contacts via SMS messages. Key features... Read More

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Growlabs logo
 
Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
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Growlabs is a cloud-based customer relationship management (CRM) system for small to midsize companies in the following industries: accounting, advertising, insurance, legal, media, nonprofit, real estate, and software/IT. The Growlabs... Read More
 
IRIO logo
 
IRIO is a cloud-based mobile marketing solution suitable for businesses of all sizes, and is particularly suited to retail, real estate and agencies. IRIO enables users to send surveys, sweepstakes, promotions, customer service messages... Read More
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IRIO is a cloud-based mobile marketing solution suitable for businesses of all sizes, and is particularly suited to retail, real estate and agencies. IRIO enables users to send surveys, sweepstakes, promotions, customer service messages... Read More
 
Textedly logo
 
Textedly is a cloud-based SMS marketing tool for businesses of all sizes. The system offers mass group texting, text scheduling and customizable auto replies. Users can send texts over 300 characters long. The system also offers a... Read More
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Textedly is a cloud-based SMS marketing tool for businesses of all sizes. The system offers mass group texting, text scheduling and customizable auto replies. Users can send texts over 300 characters long. The system also offers a... Read More
 
Reply logo
 
Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
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Reply is a cloud-based lead generation, contact management and email automation tool suitable for businesses of any size. The solution can be used for outbound and inbound sales, human resources and recruiting, business development,... Read More
 
Cosmos Integrated Marketing Portal logo
 
Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More
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Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read More

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Enabler logo
 
Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
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Enabler is a cloud-based email marketing solution featuring lead management, lead generation, campaign management and marketing analytics. It is suitable for businesses across a variety of industries in the UK.  In Enabler, users... Read More
 
bpm'online marketing logo
 
Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
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Bpm’online marketing is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales.  The solution features tools to test,... Read More
 
Desk.com logo
 
Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains reporting features that can help administrators and employees manage customer... Read More
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Desk.com is a customer support engine for customer service professionals in small and midsize companies. The system integrates with Salesforce and contains reporting features that can help administrators and employees manage customer... Read More
 
Widen Collective logo
 
Widen Collective is a cloud-based brand and digital asset management solution designed for mid-size and large businesses. It offers features like content creation, distribution and analytics within a suite. It also offers document... Read More
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Widen Collective is a cloud-based brand and digital asset management solution designed for mid-size and large businesses. It offers features like content creation, distribution and analytics within a suite. It also offers document... Read More
 
eClincher logo
 
eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More
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eClincher is a cloud-based social media management tool that helps businesses manage social media accounts and marketing activities. eClincher provides a single interface through which users can manage brand awareness, publishing,... Read More

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SocialPilot logo
 
SocialPilot is a cloud-based social media marketing and analytics solution for businesses of all sizes. It offers calendar management, branding, scheduling, client management and reporting functionalities within a suite. Android and... Read More
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SocialPilot is a cloud-based social media marketing and analytics solution for businesses of all sizes. It offers calendar management, branding, scheduling, client management and reporting functionalities within a suite. Android and... Read More
 
Brand24 logo
 
Brand24 is a cloud-based marketing solution that helps users with content discovery and distribution. It offers an "online mentions" feature that shows mentions across social media platforms, blogs, news sites, forms and generates... Read More
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Brand24 is a cloud-based marketing solution that helps users with content discovery and distribution. It offers an "online mentions" feature that shows mentions across social media platforms, blogs, news sites, forms and generates... Read More
 
TextMagic logo
 
TextMagic is a cloud-based bulk SMS service for small and midsize businesses that is able to send notifications, alerts, reminders and promotion messages via text messages. The web interface allows businesses to upload contact lists... Read More
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TextMagic is a cloud-based bulk SMS service for small and midsize businesses that is able to send notifications, alerts, reminders and promotion messages via text messages. The web interface allows businesses to upload contact lists... Read More
 
Workbooks logo
 
Workbooks is a web-based CRM system designed for small and medium organisations in the United Kingdom. Founded in 2007, Workbooks has been well recognized for its product and customer support.
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Workbooks is a web-based CRM system designed for small and medium organisations in the United Kingdom. Founded in 2007, Workbooks has been well recognized for its product and customer support.
 
Leadfeeder logo
 
Leadfeeder is a cloud-based software-as-a-service application that tracks traffic to user websites in order to collect and score potential leads. It is suitable for business of all sizes across all industries. Leadfeeder offers integrations... Read More
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Leadfeeder is a cloud-based software-as-a-service application that tracks traffic to user websites in order to collect and score potential leads. It is suitable for business of all sizes across all industries. Leadfeeder offers integrations... Read More
 

Buyer's Guide

by Andrew Friedenthal,
Market Research Associate
Last Updated: May 27, 2018


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.

 

 

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