Grow your business with brand management

Grow your business with brand managementKnow your ROI

© BrandMaster 2020

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THE PURPOSE OF THIS PAPER

It takes money to make money. And we know all investments are

graded based on their ability to provide value and return on investment

for a company. This paper is written to show you the importance of

equipping your marketing team with the proper brand management

solution for increased efficiency that will ultimately support your

company’s ability to grow and increase profitability. Throughout this

paper we will show you the advantages and cost saving potential

provided by a proper system.

3Grow your business with brand management | Know your ROI

Table of Contents

Its all about operational efficiency 5

— Digitlization trend - everyone is expected to do more with less.

Bring marketing into your scope for operational excellence 6

Why invest in a brand management solution? 7

— Why is this important?

— Benefits of brand management

The ROI’s of brand management 8

— What’s next?

Appendix: Cost and save breakdown 10

— Ad hoc design requests

— Delivering dynamic content

— Searching for assets

— Distributing assets and collaterals

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Business leaders all have the same goal for their company, to grow and develop a healthy and successful business. Reaching your goals is not a one-man job, nor is it one department who can do the entire job alone. It’s a team effort. The measures you and your team initiate are decisive for the end results.


It’s all about operational efficiency

Managing your company towards continuous improvement, is a long-term approach that systematically

seeks to achieve small incremental changes in processes to improve efficiency and quality in all parts

of your operational chain[1] .

Digitlization trend - everyone is expected to do more with less.

We have already seen the impact automation tools and software can have in the world of finance and

operations, solutions that are considered “must-haves” for most companies. However marketing has

not yet gained significant relevance and often their requests for similar investments are considered

“nice-to-have”.

Still, CMO’s and marketers are expected to do more with less. Their marketing budgets are shrinking

along with staff reductions. Two important metrics that is highly relevant in order to deliver as expected.

When it comes down to investments, the needs in marketing are simply not valued important enough.

Why is it not a demand for marketing to optimize its value and become more efficient? Streamlining

processes is more effective in building the brand and supporting sales.

Just as for Fintech, utilizing innovation within Martech has the potential to save your company money

and supporting your long-term growth goals.

In this paper we will look at the fundamentals of why investing in marketing tools and brand management

is just as crucial and how it will help you manage two key business risks:

— Risk of being inconsistent in branding and communication.

— Risk of wasting significant time on doing unnecessary non-value adding tasks.

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Brand image builds credibility and equity. The more often you can

deliver on your brand promise with a strong brand image, the easier it

will be for consumers to remember your brand and what it stands for[2].

Bring marketing into your scope for operational excellence

In marketing, many hats are worn. The tasks to execute and fulfil are many and with an evolving Martech

landscape changing rapidly, the more complicated marketing becomes. More channels, media and

platforms (SoMe, apps etc. etc.) alongside an increase of corporate globalization requires marketers to

handle complex demands for acting global and performing locally.

66% of marketing decision-makers will be investing more in creating branded visual content compared to last year[3]

Steady brand promotion leads to a 23% increase in revenue[4].


Benefits of brand management

— Increased efficiency

— Increased time-to-market

— Decreased marketing costs

— Decreased hidden costs

— Secure intellectual property

— Secure brand and marketing operations

— Secure your brand identity

Why invest in a brand management solution?

A key success factor in being able to manage the increased complexity within the marketing sphere as

well as the increased demand for cost effectiveness is the use of a proper system for brand management.

Why is this important?

Firstly, spending time on long-term strategies is important to secure required brand perception. Secondly,

the value of efficiency is equally important for meeting market demands accurate and timely. Equipping

marketing with the right tools, is simply necessary in order to stay ahead of the market and being prepared

for the next big trend.

41% of CMO’s expect to invest in MRM over the next two years[5].

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The ROI’s of brand management

Utilizing a brand management system will provide the above mentioned benefits and has great cost

savings potential on non-value adding tasks performed by your marketing team, your employees or a

costly creative agency.

Without a system With a system

Scenarios for potential cost savings[6]

Cost Reduce time spentReduce costs of inefficiency

Ad hoc design requests $192,000 70% $134,400

Delivering dynamic content $206,400 98% $202,300

Searching for assets $336,000 70% $235,200

Distributing assets and collaterals $135,000 70% $94,500

Total $869,592 77% $665,400

[Illustration] When do I break even? Calculations include the investments of a full BrandMaster platform installation, the breakdowns and business case details can be viewed in Appendix, page 10.

Month

Expenditures Savings ROI - Break even


The above scenarios is only the tip of the iceberg when it comes to time thieves and hidden costs in any

marketing department. Isn’t it time your marketing department is spending their time right? The more

resourceful your marketing team is, the better chance they have of spending their time on value-added

tasks that supports brand growth and the less time is wasted. Afterall, time is money - Make sure you

get the benefits of a brand management solution.

What’s next?

Get an overview of what your marketing team does and where their time is consumed. Look at it as an

analysis with the purpose of improving how your marketing team is spending their time and resources.

Afterall, it is all about establishing healthy and sustainable operations and releasing resources to build

a strong and preferred brand.

Then, have your marketing team look at options for a brand management platform. There are many options

available and there are several aspects to consider. Make sure you evaluate the most suitable platform

for your brand and company needs.

Elevate your business by mastering your brand.

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Appendix: Cost and save breakdown

Let’s look at the same more concentrated[7].

Ad hoc design requests

Consumes many hours and are often a time thief. If

you do not have any in-house designers, you can add

agency costs to the equations as well. With a proper

solution, eliminating the majority of these requests

and reducing costs are easy.

The solution

Make sure everyone in your company has access to create their own assets without any special skills and

without compromising your brand identity. Self-service limits resource consumption through the entire

workflow chain and you get efficient workflows that are beneficial in more ways than one.

Cost

$192,000

Save

70%

Save

$134,400

Time consumption

with BrandMaster


Delivering dynamic content

Market trends are changing fast. The time and costs required to deliver as needed consumes resources

in more ways than one. Having a solution that streamlines the internal workflows is crucial in order to

keep up the pace.

The solution

The need for dynamic content is growing by the

minute. Make sure you have a solution that will relief

how much time you have to spent on creating and

administrating such content. It is more costly and time

consuming than you would think.

Cost

$206,400

Save

98%Time consumption

Save

$202,300with BrandMaster

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Searching for assets

A typical time thieve in any company. Finding the right logo or image is difficult and time consuming.

Often, the assets are never found. Re-creation is a fact and costs increase.

The solution

Collect all assets in one place and ensure 100%

availability of valid assets. Everyone has access

and you reduce the risk of old assets in circulation.

With self-service you reduce the need for involving

colleagues or creative agencies for daily tasks.

Cost

$336,000

Save

70%Time consumption

Save

$235,200with BrandMaster


Distributing assets and collaterals

Shipping and logistics might be a necessary budget item, but how you manage your physical assets can

mean the world of difference for your bottom line.

The solution

Establish a sustainable workflow where your local

offices, distributors, resellers or other stakeholders can

access necessary items, make changes and send to

a local printer. It eases the workflow throughout your

entire operational work chain and you avoid uncessary

costs such as shipping and local storage.

Cost

$135,000

Save

70%Time consumption

with BrandMaster

Save

$94,500

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The scenarios in this paper is based on[8];

When you break even and start getting return on your investment depends on a number of

factors. For the sake of this business case we have worked with the following:

a. Employees: 300

b. Marketing team: 5

c. Multilingual markets

d. Average labour cost: $50

e. Average agency cost: $150

f. Digital Assets: 1000

g. Work week: 40hours

h. Work year: 48 weeks

i. Full BrandMaster platform installation

Start up is Month 3 and agency costs can be reduced 50% when solution is fully implemented.

The calculations in this paper based on BrandMaster’s price and application model. For

an in-depth analysis on your marketing costs and potentials savings, please contact us at

[email protected]

mailto:hello%40brandmaster.com?subject=

Authors: Max Shivonen, Head of Business Development

Renate Sandland Henriksen, Marketing Responsible ©BrandMaster 2020

Sources in this paper

• [1] searchcio.techtarget.com/definition/lean-management• • • [2] techjury.net/blog/branding-statistics• [3] forbes.com/sites/forbesagencycouncil/2016/10/31/why-brand-image-matters-more-than-you-think• [4,5] SiriusDecisions CMO Study, 2019• [6,7,8] BrandMaster 2020

About BrandMasterWhen we set up our company in Oslo back in 1998, we did so with a clear focus: to help marketing teams manage their workflows and build strong, sustainable brands. Our team of digital designers, marketers, developers and brand consultants created a system which would redefine how things are done and give clients the tools and know-how to up their game. They were quick to recognise the operational and commercial benefits this would bring and our vision soon became a viable business. That was then and we’ve never looked back. Today, BrandMaster has evolved to become a market-leading, modular management platform, trusted by global enterprises, successful brands and ambitious start-ups. As for us, we still work from our HQ in Oslo and you’ll also find us across Europe and the US.

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Grow your business with brand management