The agri-food industry, one of France's leading business sectors, is also the sector with the most constraints when it comes to managing brand image.
These include issues such as the consistency of the brand's graphic charter, rules linked to the nature of the product (e.g. Haute Autorité de Santé rules, EVIN law, etc.), cultural sensitivities in different countries, image rights, etc.
What's more, with the introduction of new regulations such as INCO, CLP, etc., the quantity and diversity of information to be provided has given rise to a new challenge: gathering information and ensuring it is properly disseminated.
The major problem facing brands is therefore one of organization.
In the absence of a simple, standardized solution in the sector, manufacturers and distributors generally operate through numerous tedious exchanges of files, calls and e-mails, with an inability to transmit large volumes of information. This leads to errors in information transmission, duplication and wasted time.
This makes Digital Asset Management a vital tool for brands to acquire. Indeed, as brands in this sector gradually become more digital, they are increasingly integrating the digital tools that go with them into their Brand Management strategy, in order to save time and increase efficiency.
But what is Brand Management used for in the food industry?
Promote your brand to consumers and employees alike
The need for transparency in the eyes of the law will also require transparency with consumers: we need to win back their trust, show that we are genuine and committed to healthier, more sustainable food.
You need to grab the consumer's attention to make them want to put your product in their shopping cart.
They want to consume a product that's good for them, and now for the planet. They are looking for brands that have meaning: values, a presence around them, concrete actions around the brand, community, etc.
The consumer needs to understand the benefits of consuming your product. It's no longer just the value of the product that counts, but the value of your brand.
And this value must also be understood by your employees, your group. They, too, need to get the right message. Brand Management makes it possible to create a brand portal, in your own style, which brings together all your content: graphic charter, manifestos, ethical charter, language elements, etc. This portal will connect your external network (such as the press, for example) and your internal network with your best brand content. This portal will connect your external (e.g. press) and internal networks with your best brand content and best practices.
This brand portal is the guardian of your brand. It will be a tool for monitoring the proper use of your brand for all internal and external players in the agri-food ecosystem. It is the reference platform for updating your content.
Centralize your media and organize them in the most efficient way
Gather all your organization's images, videos, contracts, charters, manifestos, etc. in a single space. You simply provide your staff and service providers with up-to-date versions of all these files. The application is available anytime, anywhere. This repository guarantees the quality and accessibility of all digital media.
Charters and content are automatically updated on the portal. This ensures that your entire network of communicators has valid, usable content in real time, eliminating any likelihood of errors, duplication, obsolete information, etc.
What's more, your Brand Management tool makes it easy to centralize and update your information within your own IT system. You synchronize your data and media across your entire ecosystem, so you always have up-to-date information, no matter which tool or application you're using. You save precious time by avoiding duplication between your e-commerce site, social networks and other distribution tools.
Protectyour brand
Once all your content has been imported into your Digital Asset Management tool, you benefit from complete traceability of usage. Your users only have access to the media you have authorized, with a controlled duration of use if the context so requires. Content confidentiality is therefore totally customizable, and you can be sure that it is consulted by the right targets.
You can easily manage the different types of rights: copyright, exploitation rights, distribution rights, etc. You can centralize all your contracts, ethical and health charters, confidential information, etc., so you're always on top of your legal game.
Last but not least, you can automate the removal of obsolete files, and automatically notify your employees of their use-by date. Accesses, modifications and downloads are recorded in real time, protecting your brand against misuse.
