Six Basics for a Responsive Brand

How fast are your brand reflections? Do they have to be quick?

Remember, we live in a time when a brand could one day be targeted on social media without warning, sending all its employees home to let others work remotely and switch to physical event scheduling not long after.

Also keep in mind that people’s media usage habits have changed almost overnight, along with their (in) ability to travel, leaving some media out of the radar and becoming popular. In others (webinar platforms around the world, we hope for that).

In short, the answer has never been more important.

So far, most marketers have applied the term “responsive” to websites that automatically adapt their content to the screen on which it appears. But in 2021, ‘responding’ is better at describing a brand that can quickly adapt marketing to deliver relevant messages to customers as soon as they need them, no matter what channel they choose.

How can marketing teams, many of whom are under pressure from limited resources, prepare for success now that responsiveness is an essential ingredient for a brand’s good health?

Examine your brand, structure, processes, tools, and expectations to see if your brand can really respond. In particular, ask yourself the following six questions.

  1. Can your brand respond to changes hourly instead of days?

In the post-COVID world, speed means you can respond to regulatory and attitude changes in hours, or overnight, instead of two or three weeks.

This ability does not develop on its own. It is not enough for the executive team to understand the value of a quick decision; in turn, the marketing team must have the decision-making, production, and approval processes to allow for timely action, as well as the means to spread the word.

For example, if you are attending your annual physical conference, spread it quickly, preferably with news of other virtual activities you are planning. In any case, this means reviewing and updating all conference marketing materials, from the conference website and website to online advertisements and brochures.

B2B retailer RedHat quickly rediscovered its extensive program of events in 2020, from physical to virtual, and even managed to secure 40,000 registrations for its annual meeting. The move was supported by a responsive manufacturing process that allowed the global marketing team to quickly edit and update multiple documents in minutes with universal changes.

Among the processes and tools that support this feature:

  • Automated daily or weekly reports. Follow daily the mentions, comments, and references that involve your brand on the web and social networks. Track website traffic, content trends, and lead generation at least once a week.
  • A structure to support rapid decision-making. Some companies have established a COVID management team that meets daily to discuss developments in business and around the world, as well as ways to better manage these developments with customers in mind.
  • A crisis management plan. If your brand is advertised on social media or goes into a PR nightmare, you don’t have to deal with the response process right away. Having a plan ensures that the people involved know their role and how much time they have to respond.
  • Reactive manufacturing technology. The process of making minor physical changes to many marketing materials is slow and expensive. Communication between channels must be updated accurately and quickly, protecting the appearance and behavior of the brand.
  1. Can your brand identity be applied properly by everyone in the organization?

It is not just marketing that adapts to new circumstances. Sales, products, human resources, finance, and accounting may have different needs, be it announcing new offers on the market, updating sales materials and product marketing with new positions, adapting work policies to a remote work environment, or relieving customers through deadlines flexible payment methods.

Responsive brands, like Monash University, have structures that allow their teams to independently produce content according to brand guidelines to protect brand consistency, maintain agility, and accelerate

Its structure should include:

  • Company and style guidelines that provide clear explanations of, for example, brand, logos, colors, language, etc. They are used (and not used) to represent your brand
  • A central repository of approved assets, whether a library, digital asset manager, or folder, with all its approved formats, accessible to the entire team

Editable templates that allow your teams to produce the material they need while preserving brands (including templates to limit the changes teams can make, will reduce the “police” burden on brand or company approval. marketing team).

  1. Does your brand marketing depend on a person who spins the wheels?

Many organizations struggle with a degree of organizational inertia as a result of identified bottlenecks and bottlenecks.

In brand marketing, it is usually the CMO who must approve all the work, or the chief designer is the only one who understands the brand guidelines.

Truly responsive brands are taking steps to lubricate their wheels. You can consider…

  • An approval matrix: when adapted to the complexity or budget of the campaign, a less complicated marketing job can be approved by other team members, which increases the speed.
  • Creative Committee: in larger companies, a team of people who make decisions about creative work, especially from outside agencies, can help develop a shared understanding of company values and ensure that work gets done even when key personnel is absent.
  1. Can your brand marketing be done on a large scale?

Once everything is tailor-made, your marketing organization needs to add resources to keep up with growth. Responsive brands understand that to scale marketing activity, the structure and tools must be implemented to manage predictable and repetitive skills, leaving the marketing team free to perform strategic work and new projects.

Although most marketing teams use different Martech tools, brand marketing is generally relatively low. At least it’s worth considering…

  • Email automation: automation of point assignment and progress, as well as email delivery and content-based creation with automated marketing tools
  • Brand automation: concise brand guidelines on responsive models that allow for rapid change and production of approved assets within limited parameters in terms of speed and scale
  • Content automation: mark the content as soon as it is created so that it can be used and reused quickly (for example, an adapted list-style blog post with a minimal human intervention that can be used as social blocks, checklists, and scammers)
  • Automation and process administration: automate automated billing or compliance processes, saving staff hours every week
  1. Can your brand directly attract your customers?

The core of a responsive brand is the ability to speak to customers in a personalized way; however, many personalization initiatives fail to generate the amount of content needed to serve all important people at various stages of the purchase process.

Depending on the level of customization required, integration may be necessary between the tools used by the marketing team and those used by the organization in general, including the following:

  • CRM system
  • Marketing automation platform
  • Accounting software
  • Commercial automation solution
  • Content management system
  • Digital asset manager
  1. Does your brand marketing depend on external production workflows?

A creative agency can be a great asset to a brand, but no matter how effective and agile it is, outsourced suppliers always extend response times. And if your account manager takes a few days off, the process is slow.

According to the Association of National Advertisers, the domestic business, or process of bringing creative services and other agency services in-house, has grown rapidly in recent years, reporting in 2018 that 78% of brands have some type of home. Capacity.