At this year’s Financial Promoter Live!, Emily Ashkam, CMO at Natixis Investment Managers, discussed how technology and evolving brand guidelines are reshaping attitudes toward visual identity.
Keeping consistent
Ashkam explained that the largest issue facing marketers as a result of technological advancement today is consistency across global markets.
“Branding goes beyond visual guidelines – it’s about defining your purpose and vision and embedding them into everything you do,” said Ashkam.
“When it comes to social media and content, perfection isn’t always necessary, but consistency is,”
“Are you showing up authentically? Are you effectively communicating your vision and purpose? Most importantly, does your audience recognize and resonate with your message?”
While technology can streamline creative processes, it is crucial that marketers do not lose sight of their messaging.
Internally, the introduction of technologies can also cause a negative stir amongst employees, therefore, Ashkam highlighted the importance of adjusting company culture.
“At times, technology can feel overwhelming, so simplifying your marketing tech stack is crucial.”
“Streamlining tools not only reduces complexity but also empowers teams to move forward more effectively,” she said.
Meanwhile, Guy Cornet, creative director at Free Partners highlighted the importance of the human touch when creating brand experiences.
He said: “Customers buy into experiences, so the more human and authentic you make them, the more impactful they become.”
However, the balance between the human touch and streamlining processes with technology must be managed carefully as to not miss opportunity, particularly when delivering to a global audience.
“As more brands seek to reach a global audience, technology becomes essential to effectively access and connect with customers worldwide,” said Cornet.
Revisiting guidelines
Most content consumption now occurs online, as consumers are constantly faced with digital brands.
Ashkam explained that there is an increased need for flexibility when it comes to brand guidelines, and that consistent refinement is necessary to keep up with preference.
“Brand guidelines aren’t static; we regularly revisit and refine them,”
“It’s an ongoing process of learning what works, encouraging team input, and keeping ideas fresh to ensure our brand stays relevant and dynamic,” said Ashkam.
The abilities of technology provide the opportunity to create at a much faster scale than before, meaning that more ideas can be shared and processed.
“With advancing technology, testing and learning have never been easier.
“If you want to experiment with a new brand idea or refine guidelines, you now have the tools to see what works in real-time,”
“Embrace these opportunities and don’t be afraid to innovate,” she said.