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GUEST COMMENT Access, assembly and validation: amplifying a global brand with automation

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Jewel in the crown: Pandora shows best practice in brand automation
Jewel in the crown: Pandora shows best practice in brand automation
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Just how did Pandora automate its global brand strategy?

Christian Lund, co-founder of Templafy
Christian Lund, co-founder of Templafy

Creating a cohesive, customer-friendly branding strategy is difficult enough. But when customer touchpoints and employees are spread globally, a seamless customer experience becomes a much larger struggle.

 

PANDORA jewellery is sold in more than 100 countries, with approximately 7,900 points of sale. The global company serves as an excellent example of a brand that has successfully mastered governance on a large scale. The Danish company designs, manufactures and markets high-quality, hand-finished jewelry with the help of more than 22,000 employees spread across its Copenhagen headquarters, international offices and 2,100 concept stores.

 

Brand consistency on a global scale was difficult for PANDORA to handle on its own, especially with employees who use both Microsoft and Apple products spread across time zones. It was difficult for PANDORA’s leaders to ensure that all employees represented PANDORA’s brand accurately. What the company needed was a system to govern and streamline the way employees accessed and used branded assets to build on-brand documents, presentations and other deliverables.

 

Automating a global brand

Specifically, PANDORA needed brand automation. The brand updates its content seven times a year. Without a modern system to keep up with changing assets, the jewelry powerhouse risked losing productivity and the ability to scale its continuing growth.

 

The Templafy team introduced an on-brand, custom presentation template: a single platform that allows PANDORA employees to create up-to-date branded assets. The platform is easy for employees to use and access, and integrates seamlessly into the programs they already rely on.

 

While employee ease-of-use was a major win for the company, PANDORA leadership also felt the benefits of brand automation. The platform’s simple online administration interface makes it easy for PANDORA to upload and distribute the most up-to-date assets and best-practice content for employee documents, presentations and emails on a global scale. No longer are brand managers paranoid about brand compliance and hand-holding the employees using digital assets. Instead, automation has empowered PANDORA employees to become brand experts on their own.

 

Brand automation best practices

In just three months, PANDORA implemented brand automation platforms that made it easy for its employees to use the correct assets. Brand managers now have the peace of mind that all deliverables are brand compliant — no matter what corner of the globe they originated.

 

PANDORA’s isn’t a unique case, however, and many growing global enterprises struggle to govern their widespread brand assets. But with increased competition and savvier consumers, brands can’t afford to let governance slip through the cracks. While a misplaced logo or outdated email may seem trivial, these mistakes can confuse clients and customers and make the brand appear disorganized and unprofessional. More than 20% of consumerssaid they would reduce their spending with a company after a single bad experience — and 19% said they would stop doing business with the brand entirely.

To continue inspiring brand confidence and keep both customers and clients satisfied, leaders must consider pursuing brand automation solutions that boost productivity and keep all digital assets updated. When choosing a solution that best fits your enterprise, look for these key features:

 

  • Employee and Administrator Access. Brand automation platforms work best when users can easily access them. Most digital asset management systems serve as adequate storage solutions, but lack the ability to bring assets directly to the tools employees already use. Brand automation platforms put correct, up-to-date assets in front of the user, providing ease of access and increased control over which employees can use certain assets.

 

  • Assisted Assembly. The power to suggest users’ next steps is a considerable advantage for growing enterprises. Brand automation platforms use artificial intelligence to learn and understand tasks, offering suggestions as users move through workflows like assembling presentations and composing emails. Along with collateral suggestions, the platform also has the power to alert users when they employ assets and styles that are not brand-compliant. For example, if a user tries to mix colors and fonts that go against brand standards, the platform would immediately notify them and suggest a compliant alternative.

 

  • Asset Validation. Control over and visibility into global assets used by thousands of employees is an incredible advantage. Automation platforms allow brand leadership teams to instantly update assets enterprise-wide. Updates and changes are frequent events, and automation ensures that every employee, no matter where they sit, can access the latest set of compliant assets.

 

Centralised governance and the brand identity

A centralised brand governance system is essential to future-proofing growing global brands and maintaining integrity across borders, platforms and employees. Empowering users to find the correct, up-to-date digital assets with ease and giving brand managers the peace of mind that deliverables are compliant have the potential to both boost productivity and amplify the employee experience across the entire enterprise. Brand automation platforms give employees the power to become the brand’s most trusted ambassadors — regardless of which country, office or device they are working from.

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