April 13, 2022 | Betty Seifu
“Content is king.” Sure, it’s an overused phrase, but it’s never been truer. In today’s digital landscape, content is the first (unofficial) conversation brands have with customers.
But as with most things, creating and scaling content is easier said than done.
It’s difficult enough to ensure that all your content is on brand across every channel. Add in having to personalize and localize all that content for different markets and audiences, and your creative teams are faced with a whole new layer of work.
What if your entire company, not just your creative and marketing departments, could easily create and quickly turn around on-brand, personalized, and localized content? And even better, what if they could do this all from within a solution they’re already familiar with?
Enter: Brand Templates.
Brand Templates enables traditionally non-creative users (sales, partners, etc.) to quickly modify and create content for a variety of use cases with editable, digital templates available directly in your DAM. With all brand assets, guidelines, and templates in a single location, you can rest assured that only on-brand content makes its way into market.
Technology That Gives Time Back to Your Creatives
Let’s say your company is creating advertisements for a new product release and needs to create versions for US and UK markets. That means differences in currency, imagery, and localized copy. Sure, designers could make multiple versions for those local markets, but that’s time that could be better spent creating higher-value content.
Instead, editable Brand Templates allow creative teams to make parent or global versions of InDesign templates available in the DAM, designating specific portions that can be modified or locked (such as legal disclaimers) to ensure control over what is allowed to be edited and what is not.
Non-creative users can then go into the DAM and leverage the global versions they need to localize or personalize by modifying the designated changeable parts of the templated advertisement, like text and imagery—no design skills or InDesign license needed. The templates can even include “tokens” that auto-populate customer-specific information, like contact information, to further personalize and create a better customer experience.
So, what does all this mean? Global versions can easily be edited, personalized, and reused without asking for a designer’s help, all while maintaining brand control and consistency. That means happier creatives who don’t have to be involved in every little change or update, and fewer creative bottlenecks that slow down cycle times.
Faster Turnarounds and Time and Cost Savings
With Brand Templates, the workday becomes a lot easier for those in need of marketing material. Whether it’s for regional ads, social media ads and website banners, sales collateral, or web-to-print offline channels like posters or postcards, using existing templates means that content can be reused, personalized and/or localized, and in-market faster without bogging down creative teams or going back and forth between agencies.
Brand templates is a great (and efficient) solution for companies that are interested in scaling their content operations—without expanding their creative resources and dollars. That’s time better spent, and money saved.
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