Brand chaos because employees rely on Google for company assets

April 11, 2022 5 minute read

Content is a key element of any brand’s identity. With the rise of the hybrid working model, there has been a move towards Digital HQ – a new workplace that breaks down silos, embraces flexibility and automates tasks to empower employees to perform at their best. same.

As a result, companies need to change the way they think about content, because it’s more than what is carefully curated by the marketing department. Content encompasses everything from training materials, financial and legal documents, emails and email signatures or even a client-facing platform. As all content elements are a representation of a business, it is the foundation of the brand on which a business is built. However, recent search revealed that much of the investment in these brand initiatives is going to be wasted and Australian employees are the biggest offenders of brand anarchy.

With a lack of content infrastructure unveiled at many Australian businesses, there is concern that confusing and sometimes inconsistent content processes are putting brand integrity at risk – let’s take a look at what three of those main dangers are.

Lack of content infrastructure leads to bottlenecks

Globally, three-fifths (60%) of employees agree that their company’s content delay review and approval process works, with Australians having an average of five reviews per piece of content. Those working at executive level are a quarter (26%) more likely to say this than at associate level.

Reviewing the accuracy and control of content has become a daily task for four-fifths (80%) of Australian employees, and up to two-thirds (66%) note that reviewing and controlling content is the most important part of their job. work.

Employees don’t do it alone when writing content, either. Without a solid content infrastructure in place, employees also rely on their colleagues for information. More than a quarter of Australians (27%) contact colleagues two to three times a week to request or seek brand information.

Combined with lengthy review processes, this can lead to employee burnout, as respondents agree they feel overworked and constantly have to do more work as a result.

Businesses need to equip their employees with document and content automation tools to produce content efficiently. Streamlined content creation tools that are integrated into their current workflows are becoming highly integrated, with automation enabling businesses to deliver results quickly within their growing and evolving digital headquarters.

Lack of compliance can damage brand integrity

Healthy brands are constantly evolving and updating their guidelines for out-of-home content. Whether it’s a recent logo refresh or a change in key message wording, businesses are encouraged to stay relevant in today’s ever-changing customer landscape.

Organizations that lack a strong content infrastructure have found that searching for up-to-date documents leads to work being delayed or, even worse, employees going rogue. The majority of Australian employees (81%) search on Google because it’s much easier than spending the time searching for approved hosted assets. At the same time, Australian employees are choosing to reuse previous versions of their work rather than seek out the most recent approved version, with more than a quarter (26%) saying they are starting content from scratch, extracting information where it is easiest.

Brand integrity is a crucial part of the company’s foundation. It is concerning that Australian employees ignore brand guidelines simply because it is too difficult to find the latest brand-approved content. This ultimately leads to the creation of substandard content – ​​in fact, 94% of respondents worldwide said they find errors and errors in content after it has already been approved. And even worse, almost all Australian employees (91%) believe that the slightest error in the final content will damage trust both internally and externally. Four in five Australians (81%) agree that it can damage employee confidence, leading to burnout and job dissatisfaction.

To avoid damaging brand integrity, companies are encouraged to invest in a content infrastructure that will highlight the most relevant and company-approved content and assets, removing the margin for error. . As a result, brands will see employees deliver high-quality, tailored and on-brand content pieces with correct information and increase overall trust between employees, customers and other stakeholders.

Rebranding is on the cards but lack of resources halt plans

As the rise and development of Digital HQ continues to grow this year, half of Australian businesses are considering rebranding to maintain relevance to their audience. On the other hand, the other half believe their organizations are delaying rebranding due to the lack of available tools and resources. This is also due to Australian businesses experiencing a talent shortage following the COVID-19 lockdowns in 2021.

With Australian employees indicating that brand changes are expected to take an average of eight months, human resources are key to a successful and effective brand redesign. Australians agree that updating corporate content is the most challenging aspect of a rebrand. One of Australia’s most recognizable brands was refreshed over 18 months ago and still uses outdated logos and messaging in customer-facing content.

As content is vital to the identity of any brand, the fact that Australian employees do not have the right tools or struggle to find or create content is potentially very detrimental. This reiterates the importance of having a content infrastructure in place to ensure content is compliant and aligns with brand guidelines.

To avoid brand damage, employers must maintain quality control and implement processes that streamline productivity. This way, employees are set up for success, as content will become unified, centralized, and most importantly, compliant at all levels. This will eliminate hours spent creating new content and take the guesswork out of the content creation process.

It is clear that despite the investment in the brand itself, the lack of content infrastructure limits the impact of this investment and also puts the brand at risk. Companies that have invested in their content infrastructure have seen success not only in their brand changes, but also in overall content quality, productivity, and employee satisfaction.

David Nemes is the Regional Director, APAC at Templafy.

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