This is according to Paul Kirsten, director of strategic brand company HKLM, who adds that online CI manuals provide better access to critical brand information, particularly significant for companies expanding into new markets and increasing their geographical footprint.
“Online CI manuals allow you to manage your brand more cost effectively, as they present all CI material in one place, making it immediately accessible to all staff. Online material can be easily and instantly updated, eliminating the need to print out new material and distribute it across the company. This also counteracts the problem of different offices using outdated logos or incorrect CI material in the wrong application,” Kirsten explains.
It's against this backdrop that HKLM developed a secure, online CI resource tool for clients that not only seeks to assist with managing CI material, but also to build internal brand awareness and improve understanding of that organisation's brand values.
“So for example, we're able to profile a client's values, mission statements, brand behaviour material, newsletters and advertising campaigns, which are then readily available to staff. This further improves consistency throughout the organisation,” he adds.
HKLM's suite of online tools is based on proprietary software developed by HKLM over the past four years using open source platforms. The software allows HKLM clients to publish large and comprehensive CI manuals online that include brand information, brand guidelines, all artwork and promotional visuals in every format. They also feature full search functionality, which can be added to and built up over time, as well as an online polling and scoring system.
The software is fully modular and designed to be incredibly user-friendly. A set of guidelines explains the different aspects of the manual and where to find specific material, while logical step-by-step processes guide users through the information. HKLM also offers training on the system for clients and their staff.
“This tool is ideal for big companies and institutions like banks, insurance firms and universities, where staff may need to make up a new advert, print new business cards or design formal documents,” Kirsten notes. “All CI material can easily be downloaded and used correctly, within permitted applications, while maintaining brand integrity.”
HKLM has successfully installed the tool for, amongst others, a large banking group and one of the country's leading universities. “The feedback has been very positive. Marketing managers and marketing partners are finding the product to be most valuable, from an ease of access perspective as well as in saving time, paper and resources. The possibilities of this system are truly endless,” Kirsten concludes.
