How can you ensure consistent digital imaging across all channels?

Brand guidelines are so important because not only does it centralize relevant information for the brand identity but it also allows for any individual or team working on imaging to have guardrails when creating content. Coupled with tools like “brand voice,” these templates and guidelines will lead to seamless content creation that align with the brand.

Beyond the standard brand guidelines, I think having a central hub of where all imaging is made is beneficial. The likes of Canva are extremely useful and cost effective to maintain consistency over multiple formats.

Although we all know that consistency is the key, we have to define our guidelines, as they are the identity of the business. But also, there should be some flexibility for creativity; otherwise, it will become repetitive and monotonous. In last, I would say to always try to do the A/B testing as guidelines are to define dos and don'ts, but we need to make sure it does not hamper the user experience in any way.

It's a no-brainer that guidelines and strategy should go hand in hand. If guidelines say to look right and our strategies say to look left, it will confuse the target audience as we will be portraying different images every time we go out there. For example, if we are a youth-centric, fun-loving brand and we have aligned our guidelines in that direction, if we start using dull colours and serious content, it will actually confuse your audience. So be careful while creating your content strategy.

One solution will not fit all; we all know that. So tailor it as per the platform requirement; users of one platform are in different states of mind as compared to others. Do you think the same content will work for Instagram and LinkedIn? It will require some tweaking to reach the platform's audience.

This is the most critical part of your entire content strategy; it is like managing a library of images, videos, audio, and documents. The more the churning of such assets, the more difficult it would be to manage things. Here, digital asset management (DAM) plays a crucial role as it brings better efficacy to managing the assets. Here are a few tools that can be used: Bynder, Cloudinary, Brandfolder, Adobe Experience Manager, MediaValet, etc., and there are many more. Choose them as per your requirements and budget.

Without explaining the objective and giving them the reasoning, it will not build confidence in them. Equip your team with the necessary knowledge and tools they need to excel. Involve partners and other stakeholders in this process; everyone should be on the same page. From my experience, it will not happen in one day; it will require multiple meetings and training sessions. The more clarity they have, the better it will be for the brand.

Making sure everyone understands your digital imaging guidelines and content strategy is not just about compliance; it's about ensuring that each piece of content is a cog in a well-oiled machine, contributing to a cohesive brand narrative. Equipping your team with the right skills and tools isn't just an investment in their productivity; it's an investment in the caliber of your output. Encouraging collaboration and coordination, both internally and with external partners, isn't a nicety; it's a necessity that brings diverse skills and perspectives into a unified effort, amplifying your team's effectiveness and reach.

It's an ongoing process, and look at bigger brands; they have evolved over time. Review and improve, learning from the previous campaigns. Take feedback from teams and stakeholders, and if possible, take end-consumer feedback too. It is equally important to address those feedbacks and implement them for further improvement. Always keep your door open for new ideas and evolving trends.

Ensure consistent digital imaging across channels by creating brand guidelines specifying image styles, resolutions, and formats. Utilize digital asset management systems to centralize images. Regularly audit platforms to ensure conformity. Train teams on brand guidelines, emphasizing image consistency. Implement automated resizing tools for diverse channels. Monitor regularly and update guidelines as needed, ensuring a unified visual identity across all digital touchpoints.