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SproutLoud
SproutLoud
SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a p...Read more about SproutLoud
Oktopost
Oktopost
Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more about Oktopost
Creatopy
Creatopy
Creatopy is an intuitive visual production platform, delivering a well-crafted creative experience for communicators and teams. Featuring advanced automation and customization capabilities, along with an ever-growing library ...Read more about Creatopy
Percolate
Percolate
Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate
SAS Customer Intelligence 360
SAS Customer Intelligence 360
SAS Customer Intelligence 360 is a multichannel marketing hub for the modern marketing organization. Offering a suite comprised of modular components (SAS 360 Engage, SAS 360 Discover, SAS 360 Plan, and SAS 360 Match) SAS Customer...Read more about SAS Customer Intelligence 360
Fision
Fision
Fision offers an integrated marketing automation and sales enablement solution to help distributed field sales and local marketers customize and distribute timely, relevant and multi-channel campaigns. Fision's distributed ma...Read more about Fision
Adobe Campaign
Adobe Campaign
Adobe Campaign is a marketing automation platform used in email automation, delivery and reporting. It allows users to create, coordinate and deliver dynamic campaigns through emails, mobile platforms and offline channels. Ad...Read more about Adobe Campaign
Mailchimp
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
Hootsuite
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
Quid
Quid
NetBase is a cloud-based social media analytics tool for small, midsize and large brands and marketing agencies. Primary features include social media monitoring, brand health monitoring, campaign performance measurement, dashboar...Read more about Quid
Brand24
Brand24
Brand24 is a social listening platform that gathers and analyzes all publicly available mentions of your keywords on the Internet. They're all accessible from a single dashboard. How Brand24 Can Positively Impact Your Business? ...Read more about Brand24
Yotpo
Yotpo
Yotpo is a cloud-based content marketing platform for e-commerce businesses that enables users to collect user-generated content and use the content to build a brand and manage the customer experience. The integrated solution lets...Read more about Yotpo
IntelligenceBank
IntelligenceBank
IntelligenceBank is a cloud-based Digital Asset Management (DAM) solution that helps businesses to streamline marketing processes. The solution gives users a way to control, centralize, create and distribute brand assets in the cl...Read more about IntelligenceBank
Bynder
Bynder
Bynder's Digital Asset Management (DAM) is a native cloud-based platform designed to simplify and optimize the management of digital assets for both small and large teams. It provides a centralized location to store and manage all...Read more about Bynder
Propago
Propago
Propago is a cloud-based supply chain solution that helps print producers, enterprises and marketers manage, produce, distribute and personalize marketing material. This modular solution offers functionalities for WMS and order fu...Read more about Propago
Webdam
Webdam
WebDAM is a cloud-based digital asset management (DAM) solution that helps businesses streamline workflows by consolidating visual content on a central platform. WebDAM enables users to organize, share and track content, thus...Read more about Webdam
Marcom Portal
Marcom Portal
Marcom Portal is a cloud-based marketing solution that helps businesses enforce brand standards, customize marketing assets and distribute content. It enables sales teams, channel partners, franchisees and users to create custom m...Read more about Marcom Portal
Amplifi.io
Amplifi.io
Amplifi.io is a centralized digital asset management hub designed to help medium and large size companies manage and share images, documents, logos, messaging, specs, videos and other marketing collateral. Amplifi.io offers ...Read more about Amplifi.io
ExpertVoice
ExpertVoice
The ExpertVoice Advocacy Platform connects 900 of the world’s leading brands with more than 1 million vetted industry experts to improve recommendations and reviews in e-commerce experiences, retail stores, and social media commun...Read more about ExpertVoice
Image Relay
Image Relay
Meet Marketing Delivery. Store all of your digital assets AND all of your product information, all in one place. The world's first fully integrated marketing solution allowing users to upload, organize, monitor, and distribute the...Read more about Image Relay
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Buyers Guide
Last Updated: March 16, 2023Brand 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
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.