The work of any team impacts on the brand, consolidating it, strengthening it or sometimes deteriorating it.<\/p>\n\n\n\n
In the past, meetings, trade fairs, events and physical shops were the main opportunities for branding activities<\/strong>. Today, the centre of brand strategies is the digital world<\/strong>. The golden rule, however, remains the same: consistency<\/strong>.<\/p>\n\n\n\n In a context where there are so many channels and each of them requires different formats and always fresh content, brand consistency can be lacking<\/strong> and require heavy efforts<\/strong>.<\/p>\n\n\n\n 1<\/sup> Marketing Principles<\/em>, 2006, Philip Kotler, Gary Armstrong.<\/p>\n\n\n\n A Brand Portal is a software<\/strong> that allows a company to share<\/strong> with its stakeholders the most up-to-date version of every digital asset<\/strong>, from logos to graphics, from product shots to guidelines.<\/p>\n\n\n\n There are three main benefits provided by a brand portal.<\/p>\n\n\n\n We said it at the beginning: consistency is all for a brand and it is precisely on this front that a Brand Portal offers one of its greatest benefits.<\/p>\n\n\n\n A portal that brings together all the content needed to communicate<\/strong> is essential to ensure consistency in the communication activities of any stakeholder, internal or external to the company.<\/p>\n\n\n\n Whether HQ wants to share assets with the marketing teams of other divisions, with the sales network or with external dealers nothing changes.<\/p>\n\n\n\n Each stakeholder carries out activities that need constant support in terms of brand materials. Making them available 24\/7 via a brand portal not only ensures consistency:<\/p>\n\n\n\n Brand portals also provide control, as asset shares are protected from unauthorised<\/strong> access requests on specific assets by specific users<\/strong>.<\/p>\n\n\n\n The most advanced Brand Portals also offer the chance of manually authorising<\/strong> access requests on specific assets<\/strong> by specific users<\/strong>.<\/p>\n\n\n\n Some statistics on branding from 55 Branding Statistics for 2023<\/em> by Renderforest:<\/p>\n\n\n\n There are many cases in which a brand portal proves useful.<\/p>\n\n\n\n A striking example concerns brands that reach the market via dealers<\/strong> or the sales network<\/strong>: the latter have an incessant need for the most up-to-date materials to communicate.<\/p>\n\n\n\n In general, multi-brand companies<\/strong> can benefit significantly from such a portal, because of the several digital assets that must be managed appropriately for each brand.<\/p>\n\n\n\n Brand portals are also valuable for multi-divisions companies<\/strong>: the marketing team at headquarters must exchange digital assets continuously and effectively with those scattered locally.<\/p>\n\n\n\n Finally, from a sectoral point of view, a brand portal is a tool with horizontal utility, i.e. useful for many sectors such as automotive<\/a><\/strong>, manufacturing<\/a><\/strong> and fast or luxury fashion<\/a><\/strong>.<\/p>\n\n\n\n In most cases, a brand portal is a media center that acts as a collector of digital assets.<\/p>\n\n\n\n The company makes a range of content available to internal or external stakeholders (e.g. retailers<\/strong>), making it easily searchable<\/strong>, usable<\/strong> and downloadable<\/strong>. Communication and business initiatives are facilitated and made consistent with the brand positioning defined in the company headquarters.<\/p>\n\n\n\n Screenshot of Smint.io demo brand portal<\/a>2<\/sup><\/p>\n\n\n\n A brand portal can also be useful for establishing a continuous and consistent dialogue in a PR perspective.<\/p>\n\n\n\n Many organisations, in fact, use these portals to dialogue with their press offices<\/strong> and communication agencies <\/strong>through a portal from which to share releases<\/strong>, media-kits<\/strong> and event information<\/strong>.<\/p>\n\n\n\n Screenshot of a demo portal by Smint.io<\/a>2<\/sup><\/p>\n\n\n\n The most demanding organisations, on the other hand, take advantage of typical Brand Portals to share every single aspect related to brand image<\/strong>: values, guidelines, logo, tone of voice, typography, best practices, templates, assets.<\/p>\n\n\n\n Screenshot of a demo portal by Smint.io<\/a>2<\/sup><\/p>\n\n\n\n 2<\/sup> Smint.io is a leader in the development of Content Experience Platform and develops BRAND PORTAL, the solution distributed by THRON to expand our Digital Asset Management Platform by creating a customised brand portal autonomously.<\/p>\n\n\n\n A Brand Portal is a great tool, capable of delivering huge benefits to a brand. However, on its own it is not enough<\/strong> because it only intervenes in one of the phases of the digital assets lifecycle: the delivery<\/strong>.<\/p>\n\n\n\n Before putting images, video, documents or audio into circulation, content are created, approved, organised, archived… in other words, governed.<\/p>\n\n\n\n Without a DAM, the benefits of the portal can be nullified because the entire updating process is manual, each piece of content is duplicated and the risk of using obsolete assets multiplies.<\/p>\n\n\n\n For this reason, brand portals are almost always integrated with DAM software<\/a><\/strong>, so that the first amplify the reach of assets that are always updated and optimised by the latter.<\/p>\n\n\n\nBrand Portal: what is and why is it important? <\/h2>\n\n\n\n
#1 Consistency (for the brand)<\/h3>\n\n\n\n
#2 Efficiency (to processes)<\/h3>\n\n\n\n
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#3 Security (to the organisation)<\/h3>\n\n\n\n
![\"\"](\"https:\/\/www.thron.com\/wp-content\/uploads\/2023\/02\/Articolo24_Articolo24_BrandPortal_KPI_ENG-1290x419.webp\")
<\/figure>\n\n\n\nWho needs a Brand Portal<\/h2>\n\n\n\n
Use cases of a Brand Portal<\/h2>\n\n\n\n
![\"brand](\"https:\/\/www.thron.com\/wp-content\/uploads\/2023\/02\/Articolo24_Articolo24_SmintPortal_01-1290x889.webp\")
<\/figure>\n\n\n\n![\"brand](\"https:\/\/www.thron.com\/wp-content\/uploads\/2023\/02\/Articolo24_Articolo24_SmintPortal_02-1290x889.webp\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/www.thron.com\/wp-content\/uploads\/2023\/02\/Articolo24_Articolo24_SmintPortal_03-1290x889.webp\")
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<\/a><\/figure>\n\n\n\nBrand Portal and DAM software: a consideration<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.thron.com\/wp-content\/uploads\/2023\/07\/THRONBRANDPORTAL_main-1290x1290.webp\")
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