Telecommunications case study
Beginning as a one-product startup decades ago, an international telecommunications client now serves over 200 countries with more than 200K employees spread across six continents.
With a global presence spanning the Americas, APAC, and EMEA, the company offers the latest in news, connectivity, technology, entertainment, and advertising.
We needed a new system that could help retire outdated consumer‑facing materials after years of varied branding.
Telecom Director of Brand Management
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1800+
user accounts
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$8m Savings
over agency fees
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800+
creative assets
Brand changes prompt telecom’s need for brand consistency
Being a large corporation with offices across the US made brand consistency nearly impossible for the telecom. After cycling through several brand changes in a relatively short period, brand stability and protection became essential. A full brand management team was formed to solidify the brand, advise business units on brand consistency and prevent brand dilution.
Fortifying the brand in the marketplace meant establishing definitive brand guidelines and ensuring everyone in the organization had the knowledge and tools to stay within those guidelines. It would entail locking down the core elements of the brand’s essence, including logo, color scheme, fonts, spacing, graphics, and voice.
The bigger the brand, the harder it can be to keep in check. Such a massive corporation needed a centralized cloud-based location that employees could tap into and rely on for brand guidance. Ideally, it was a place to securely store creative assets for easy access integrated with a more comprehensive brand templating platform.
Time savings comes from the presence of an automatic approval process. If it's in Brandgility, the brand management team doesn't have to review everything because we know it's on-brand.
Telecom Director of Brand Management
Solving large-scale problems on a small-scale budget
For the brand management team to accomplish its mission, it needed automated help at a reasonable cost. Even within mid-sized companies and larger corporations, some divisions simply do not have big marketing teams or major advertising dollars. Human resources, external affairs, retail stores, and customer service are a few examples of such teams. Consequently, the telecom team needed user-friendly software, more than creative design by an outside agency, to efficiently help several internal teams customize content in-house while staying on-brand.
Brand management knew one of the main issues with not having a brand templating platform was the risk of employees going rogue. Although well-meaning, there was the likelihood dispersed team members would create their own designs by pulling things from browser searches. This could lead to the use of low-res logos, unofficial color schemes, and unlicensed images. Going off-brand in such a manner would not only jeopardize brand integrity; it could also create legal issues.
Platform provides consistency and compliance
To help with their mission of staying squarely on brand across offices, the brand management team chose our brand templating software. The solution was sophisticated enough to account for the scope of their organization yet simple enough to fully maintain brand control. The platform created a quick and easy approval flow that saved time and allowed the team to focus on other aspects of brand management.
Brandgility’s brand templating platform allows companies to adjust the freedom they give team members. The client was able to provide a fair amount of creative latitude while still keeping brand elements consistent and the company compliant. Although brand templating started with the brand management team, its adoption by other departments is encouraged. As employees have changed roles within the telecom, the product has moved through the company with them, evolving its usage.
To the future
The telecom has reported an impressive ROI of both cost savings and efficiency over templating done by creative agencies. With agency fees of $2,000 to $10,000 for a single template, the brand management department figured average savings of $5,000 per template. When multiplied by several hundred templates, the financial advantage of using an internal templating platform quickly reached the millions.
As Brandgility continues to cement its place as a brand management staple throughout the company, usage will continue to increase and so will company savings. The platform is also a time saver. What an agency may take weeks to produce, a single internal team member can produce in minutes. Considering the combination of efficiency, cost savings, and overall product convenience and versatility, one of the world’s largest telecom’s plans to use Brandgility for years to come.
When switching to Brandgility, the template migration team was fantastic and helped us with every step.
Telecom Director of Brand Management
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