Collaboration is Vital to Brand Consistency: Snapzen to the Rescue!
by Rob Wolfe – Connected Places Global
[This is a review of what I believe is an effective, free brand management product that you should check out today – Snapzen. I feel it’s a product that can add great value to your branding efforts, when combined with a well-developed collaboration plan that includes all the appropriate stakeholders for your brand.]
How is your company being characterized in articles, blogs, and social media conversation? What are clients/customers saying about your brand? Is your brand communication and messaging consistent across all marketing and social channels? How does your brand compare with your competitors’ brands? What are the current trends or hot topics in effective branding? How can capturing, evaluating and discussing relevant articles news content published on the web help you to grow your brand? These are questions you must visit and respond to on a regular basis. Brand collaboration, which is vital to your brand’s consistency and success in building trust and loyalty among your client/customers, must be an ongoing, real-time collection of observations and discussions involving various groups within your business as well as external clients or stakeholders.
According to Libby Gill, author of the book Capture the Mindshare and the Market Share Will Follow: The key to providing consistent [brand] value…is to build a culture of collaboration. If you stick only to your inner circle to discuss challenges or to brainstorm possibilities, you are likely to get answers similar to the ones you’ve come up with in the past. But by broadening the collaborative circle and inviting opinions from people who might offer dissenting views or new information, you’re a lot more likely to enterprise new solutions for your clients. Once you’ve opened the pipeline of rigorous conversation and idea sharing, you’ll want to capture all the great insights you’re having. Put the proper tools in place, or you risk losing all that great brainpower.
With Snapzen, you can avoid losing those conversations, ideas, and brainpower that Gill refers to because it enables teams (including both internal and external stakeholders of your brand) to arrive at conclusions and develop action plans together. With Snapzen, your brand stakeholders can share in an ongoing process of learning and thinking about the brand within the context of trends, shifting markets, and competition. So when it comes time to take action with your branding or brand positioning, stakeholders already share a common perspective of the status quo and the sparks to fuel consideration of alternatives to help grow your brand. Delivering and maintaining brand consistency becomes an ongoing collaborative effort.
Snapzen, a free product currently available for use with Google Chrome (extension), allows you to engage in brand collaboration using a few simple steps:
- Brand stakeholders take web page Snapshots and add highlights and comments right from the browser.
- Simply invite team members to share in discussion and respond to your comments and let Snapzen take care of participation with automated reminders and dashboards for participants.
- Review snapshots, highlights, and comments together, gathering opinions and ideas from everyone who has a stake in your brand’s success.
- Form conclusions together on which branding best practices to follow and how to fix brand inconsistencies. Teams rally around your branding initiatives since they are actively part of the discussion.
- Snapzen publishes the conclusions with snapshots for easy access to action items to help you and your team ensure the consistency and credibility of your brand.
Benefits of Using Snapzen for Brand Collaboration and Consistency
I feel that using Snapzen for true ongoing collaboration will benefit your business by: involving all stakeholders (both internal and external) in your branding discussions, differentiating your business by giving your brand an identity and personality that matters to your clients/customers, and bringing new perspectives and fresh ideas to your branding process by using visual cues to fuel comments and discussions and help your team develop meaningful action items based on the collective wisdom of all your brand’s stakeholders. Branding and brand consistency are much more than about the use of your logos or colors, the look of your website or social media sites, or other marketing collateral. What’s crucial is that clients/customers have the same brand experience regardless of the touchpoints at which they have interactions with your business. Brand consistency can help build brand loyalty and trust between you and your clients, and can ultimately lead them to advocate or recommend your business to others.
Marc Sachnoff, Founder & CEO Modern Wisdom Systems, has this to say about Snapzen, “The best way to build a great website and brand is to carefully study what others are already doing. This includes potential competitors, trend-makers and informative examples from complementary industries. Snapzen allows our team to engage in a deeper level of dialogue on the relative merits and features of brands and websites.”
I asked Andrew Olivares of the Snapzen team what he believes makes this product unique: “We are unique in that we combine BOTH the visual content curation AND communication aspects to create a simple one stop collaboration product that drives conversations with visuals.” He added that the team feels that what may seem like competition for Snapzen are email, file sharing, and other screen capture tools. I asked specifically about some tools that could potentially be used for capturing content for branding discussions, such as Scoop.it, Snagit, Pinterest, and Smartimage (which markets itself as a tool that can be used for ensuring brand consistency). Olivares commented that their team considers Smartimage as more of a file sharing product that connects the marketers to the designers through image galleries, and that Scoop.it and Snagit are more for content curation and not deliberate brand collaboration. I agree with the Snapzen team that their product’s real collaboration features make theirs a unique alternative to the useful but otherwise straight content curation tools currently available.
In addition to collaboration for brand consistency, Snapzen can also be used for collaboration for brand asset management, marketing analysis, product management, competitive analysis, website review and design, and advertising analysis. You can follow Snapzen on Twitter, LinkedIn, Facebook, Pinterest, and YouTube.