Workflow management

Managing a Brand Course

Module 2 — Lesson 3

Hello everyone. Today we will look at an important topic from a brand management perspective: workflow management. Let’s get started. One of the important outcomes of brand management is to ensure that content is sent out into the world efficiently and brand consistently. One way to achieve this is to implement efficient processes for the professionals that work with branding and content.

A process is a set of standardized steps for completing a task or a project. They ensure continuity and consistency and are absolutely necessary for most businesses. While processes can seem like a dry and restrictive concept at first glance, there are ways to implement processes and workflows that support innovation. Instead of seeing these two as opposites, processes can provide a framework for creativity, reducing the time spent on administrative tasks that are necessary for business operations. These are our recommendations for creating processes that serve rather than restrict:

Clear timelines and task division: The first step to improving your company’s processes is making sure that they are as clear and easy to understand as possible. We’ve seen that many companies list the steps that need to be completed in a process but there are no deadlines or instructions for distribution of work. To achieve maximum efficiency in performing a task that is translated into a process, your colleagues need to know what to expect. Lack of deadlines and distribution slows things down because people don’t know who is supposed to be doing what and when. This leads to stress and takes valuable time away from other work.

Automate it: When you are auditing your organization’s processes, try to find steps or entire flows that could be automated. It’s likely that some processes were created years ago, and they were never evaluated since. Technology has taken leaps forward and a lot of automation tools can speed up work that we had to do manually in the past.

What are your goals? Often, we add steps to our workflows because it’s easier than risking leaving out something that turns out to be critical. Better safe than sorry, right? Unfortunately, this mentality amounts to a lot of time spent on the unnecessary. A good way to find out which steps are essential or bring value, is asking what the goal of each step is, what is it trying to achieve? A common, often unnecessary additions are the so called ‘review steps’. For example, the marketingcoordinators create deliverables that are then checked by the marketing manager. Next, designers give some additional input and finally the Head of Creative checks the finished product. More often than not, these steps create bottlenecks and add no value. Is it necessary that every standard ad copy is checked by two different managers who are already terribly busy? Probably not. It’s also likely that these managers trust their employees and don’t do a thorough review of the work they need to check. In this case, these steps are even more pointless.

Train and take feedback: Once your workflows are clear, user-friendly, and have the minimum amount of steps that it takes to get a task done, make sure that all your colleagues are onboard. Accept feedback and understand that in every organization, there are people who have difficulties following set protocols. Train people to understand why following the correct steps is so important, before you drill down on what the steps are. Especially creatives often see workflows as limiting to their preferred way of working. To make a process work, everyone needs to accept and follow them or there is no point in having them in the first place.

Easy accessibility: Finally, check that everyone in your company knows where your process documents are, and that they are not hidden in a complex folder structure. If finding the right workflow takes too much time for the end users, they are simply not going to do it.

If you work with a lot of different types of processes for multiple access levels, you should look at using a Digital Asset Management system that enables you and all your colleagues to quickly and safely find, access and share digital assets like process documents, images and presentations.

That’s it for workflows and how to optimize them to enable your brand and marketing teams to do their best work. Afterall, a brand can’t be managed without an efficient team that gets to contribute their unique, creative skills to your company’s mission. Good workflows and processes are an excellent way to give them the opportunity to do so.

Bonus content: How to promote innovation and creativity with optimized workflows.


Module 1: Brand management

Module 2: Content and brand

Module 3: Managing branded assets

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Raul Tiru

Raul Tiru


Co-founder, Founder Let’s create memorable content. #ContentCreation, #ContentMarketing, #Nonprofit