Companies lose millions in revenue each year due to lack of efficiency.
One of the biggest challenges comes from managing content – especially larger enterprises, who typically struggle with working in silos, a lack of consistency and poor workflow management.
What this calls for is ways to start fueling more growth with increased efficiency – especially when it comes to how well content and digital assets are managed and distributed in larger enterprises.
The number of investments in a digital asset management (DAM) system is increasing today – with the industry being expected to value at about $9.32 billion by 2028.
A DAM is a tool used for the storage and distribution of digital assets as one single source of truth – making content management a much more streamlined and efficient process.
But modern DAMs go above and beyond and include added features that help enterprises create different brand experiences based on products, use cases, brands or audiences – all from that central library of assets.
Enter: Brand portals.
Brand portals are a great go-to solution when it comes to keeping digital assets easy to find and brand compliance.
In addition, brand portals help companies make the operations around your brand more cost-efficient, faster and more effective.
In this article we explain exactly what a brand portal is, the advantages of having one within your DAM and three use cases belonging to three different industries.
What is a brand portal?
A brand portal can most simply be described as a place where all the relevant content assets and brand information are found, that you need to share with all the relevant stakeholders.
In other words, it’s a centralized location where you’re given access to brand content.
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For example:
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Logos
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Marketing collateral
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Company and product images
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Ads
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Presentations
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Training manuals
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Videos
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Brand style guides
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Graphics
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…to only name a few.
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You can give the right access to those who need these branded assets – helping stakeholders like partners, employees and agencies search for and gather the content they need, when they need it.
But what are the main advantages of brand portals, and why are they important to your business?
Main advantages of brand portals
Brand portals help companies first and foremost achieve process efficiency as well as a streamlined brand experience, systematically made available to both customers and internal teams.
Our favorite benefits of brand portals include:
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Ensuring brand consistency
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Saves effort and time (and resources)
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Increases asset security
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Simplifies product launches and rebranding efforts
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Increases effective communication
Brand portals are especially useful and important to marketers.
Why?
Because it enables them to quickly create, edit, manage and distribute digital assets across platforms via collaboration with other departments.
Brand portals ensure that approved content is safely shared amongst users and that marketers can deliver the right content to the right person.
How Digizuite DAM features brand portals
But what distinguishes a DAM tool from a brand portal?
And how are they integrated?
First of all, DAM systems enable content management at scale.
It incorporates all digital assets in an enterprise and enables teams to organize, search, manage, and distribute assets to different channels.
A brand portal, however, is a subset of what digital asset management can achieve. It is a way to centralize and share all elements concerning a particular brand or target group.
Digizuite DAM provides brand portals as a feature of the platform that allows enterprises to create multi-brand experiences from one source of truth.
What does this mean in practice?
Users are easily able to personalize the platform by creating visually distinct views of digital assets for different groups of users.
From one smooth interface, enterprise marketers can manage their own brand/product lines with the right assets in addition to creating as many brand or product portals as they need.
Here’s where it gets even better:
Brand portals aren’t just for products or brands.
Since digital assets are used and distributed throughout an entire enterprise, brand portals also make it easy for different partners, distributors and internal employees to find the assets they need.
In other words, there are tons of other use cases for Digizuite brand portals – which we will now outline in regards to three industries: The retailing industry, the manufacturing industry and the life sciences industry.
3 brand portal use cases
The retailing industry
Maintaining brand consistency is key for any retailer.
Fortunately, brand portals make it easy for retailers to easily organize assets by brand or product line – increasing the level of control of their brand i.e. more consistency.
For international retailers, it’s crucial that both brand and product managers have a sleek interface where the regional marketers have access to the right assets to manage their own brand lines.
In other words, brand portals allow brand and product managers to have a dedicated area where they can manage the assets that belong to their area – being able to apply colors, logos and fonts to each product experience is made easy with Digizuite DAM.
Furthermore, brand portals allow you to use different layouts for different retail brands.
This means that you can easily create individual brand experiences by product or user group by organizing assets into understandable views.
All in all, a brand portal can help retailers work on a consistent communication process by two ways:
1. Enabling the entire company to have the same access to the marketing collateral, and
2. By easily creating campaign collections in order to share specific assets to the right target audiences.
What do you have in the end?
Improved brand management.
The manufacturing industry
Manufacturers typically have multiple stakeholders involved in their sales processes.
Think of all the suppliers, distributors and the end sellers.
That’s why having a brand portal is important to ensure that only the right content is used across users and end-points.
Digizuite DAM’s brand portals enable efficient channel portals – that gives partners and distributors access to the specific assets that they need.
In addition, it provides sales teams with the access to the most recent version of sales enablement material and collateral.
Creating an omnichannel experience and engaging target audiences should be one of the top priorities for manufacturers looking to stand out from the competition.
Brand portals via DAM makes this easy by simplifying the visual presentation by adjusting the orientation, background and size of assets cards. You can easily add custom sizes, enlarge thumbnails to fit the cards and choose a background color.
Take this example:
A manufacturer is about to launch a new product, and needs all of their distributors to be equipped with the necessary marketing and product collateral – like product images, product video and specification sheets.
The company’s marketing manager (or CMO) creates a brand portal through KeyShot and easily organizes it into several parts: Videos, brochures, product images and specification sheets.
This makes it easy for distributors to quickly search for and download what they need on the spot.
The life sciences industry
The life sciences industry is one of the most highly regulated industries in the world.
That means that optimal and complete control over digital assets is key in order to adhere to guidelines and regulations – so that companies avoid false claims and off-label marketing.
Life sciences firms can create brand guidelines portals that ensure that everyone is kept on brand by having brand elements, logos, product pages and pack shots all in one place.
In addition, life science companies can create training portals that serve as a central place for training materials and product brochures.
A brand portal gives pharmaceutical companies complete control over their brand assets since they are all located in one place. This inherently makes it easier to customize assets and provides the authority to distribute these assets to relevant stakeholders.
No matter the role of permission that a user might have within a DAM, with brand portals you can easily customize the experience even more.
How?
By choosing to show or hide filters per page, or you can also choose to show or hide the portal experience per role.
More and more life sciences companies are going omnichannel and thereby creating more content that is seamlessly delivered through multiple touchpoints.
A DAM tool that includes brand portals helps these companies see exactly what content they already have, so that they can avoid spending resources on duplicating content and so that it makes it easier to repurpose content (which in the end improves the content lifecycle).
But what’s key here is having an easy search and access to content all in one place also makes it easier for pharma companies to legally review and regulate content.
The result?
More control and visibility throughout the entire content supply chain.
Conclusion
Investing in digital asset management tools is a surefire way to increase company efficiency when it comes to content management and distribution.
But DAMs that feature brand portals gives you another benefit:
Being able to create multi-brand experiences from one central platform.
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Summing up, brand portals provide a multitude of benefits for three different industries:
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Retailing industry: Being able to easily manage assets by product or brand line and improve brand management and visibility
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Manufacturing industry: Helps provide distributors and other various stakeholders with the correct and updated version of company assets that they need
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Life sciences industry: Provides complete control over digital assets whilst making it easier to see which assets comply with guidelines and regulatory requirements
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In the end, any industry looking to control their content and improve their brand management can benefit from DAM tools that feature brand portals.
Interested in learning more about brand portals?
Book a demo and a Digizuite expert will show you how your company can benefit from a DAM and brand portal.
