How to solve 4 common brand management challenges

17th March 2025

Does your business have a robust brand image? 

It’s one of the most important elements of marketing, and getting it wrong can significantly inhibit your growth.

In this article we’re going to take a look at why brand management is important, as well as four common brand management challenges.

Why brand management is important

A company’s brand is so much more than a logo or a tagline and incorporates the products and services you sell, what you stand for, how you communicate and who you’re speaking to, the quality of the product or service customers expect from you, and yes, it does include aesthetic brand assets like the logo, colour palette and fonts too.

READ MORE: The Psychology of Branding: How colours (and more) affect how we think

The most successful brands in the world are instantly recognisable, and we don’t just mean you remember the company’s name. For example, a certain shade of purple on a chocolate bar wrapper will convey an expectation of taste, consistency and price. The image of an apple on a laptop brings to mind a certain level of user experience and build quality.

Of course, not every purchase decision is influenced by brand to the same extent—particularly on smaller consumable purchases that might be mostly decided by price—but it’s important never to  underestimate the value of brand management.

Challenge 1: Departmental efforts are siloed

Brand management touches every department of your business, but does every area of your organisation work together effectively?

You can’t deliver a united brand presence if different departments aren’t all on the same page. Marketing will be communicating with potential customers in one way, sales another, and customer success another still. This siloed approach leads to inconsistent messaging, the use of digital assets that don’t fit the brand and a confusing end-to-end customer experience.

How to solve it

Your brand’s ethos and guidelines need to be communicated with the entire organisation (not just marketing) and reinforced through frequent meetings between department heads. This should be led by the Brand Manager, but the head of every department has a responsibility to ensure their team is adhering to the brand’s values.

Challenge 2: Maintaining brand consistency

Maintaining brand consistency can still be a challenge even when teams are aligned, particularly for larger organisations that don’t just have multiple departments, but are communicating across different channels and platforms, and trying to reach more than one type of consumer. This can make it difficult for brand managers to keep track of what’s going out, who it’s targeting and whether the right guidelines are being followed for each platform.

How to solve it

The best first step to tackle this challenge is to conduct an audit of how you communicate across every customer touchpoint. This includes all of the channels where you’re marketing yourself, all sales material and journey stages, and how customers interact with the brand post-sale.

From there, you can identify where there’s inconsistency and create actions to resolve it. Perhaps your Google Ads listings aren’t using the right language, or there’s some older sales collateral using outdated logos and colours. 

READ MORE: Maintaining consistency in sales materials for brand development

A robust and detailed brand guidelines document is also key to maintaining brand consistency, covering everything from tone of voice (TOV) to logo usage and colour schemes. This should include examples and templates so employees can clearly understand what the finished product should look like. However, a brand guidelines document is only valuable if it’s easy to access, which brings us onto the third challenge…

Challenge 3: Ensuring ease of access to assets

If your brand guidelines document is buried somewhere in your file storage solution then it’s not going to be used often enough when creating new assets and messaging. The document should be front-and-centre and accessible by everyone within the organisation.

However, it’s also important that your latest brand assets are easy to access. If it’s hard to locate the latest version of your company logo people will fall back on whatever version they do have access to—and this is one of the most common brand management challenges.

How to solve it

The only way to solve this challenge effectively is to implement a single source of truth for all brand assets, and a Digital Asset Management (DAM) system is the best solution for this.

While file storage solutions like Google Drive or Box can quickly become disorganised, a DAM (when properly administered by a DAM Manager) makes it simple to find the assets you need. This is because DAM systems are based on metadata, meaning you can search for assets in a similar way to a search engine—with contextual search parameters, rather than needing to know the exact name of a file. What’s more, the DAM Manager can easily restrict asset usage based on teams or specific members, while closely monitoring asset usage to ensure outdated content isn’t being downloaded.

Challenge 4: Adapting your brand to local and global markets

If your organisation is fortunate enough to have grown to the point you can expand into global markets, maintaining brand consistency becomes exponentially harder.

This isn’t just because the number of employees using brand assets increases, but also because your approach will need to vary depending on local cultures and different languages. Although a certain turn of phrase might mean one thing in English, directly translated it might mean something completely different. 

Colours also have different meanings from region to region. 

For example, in the West red is associated with danger, excitement and love, but in China it symbolises luck and happiness. Meanwhile orange represents autumn, the harvest and warmth in Western culture, but is associated with mourning and loss in the Middle East.

How to solve it

The first step is to understand the cultural differences in the localities you’re selling products or services. However, from there you need a DAM system that allows for granular control over which teams have access to which assets.

What’s more, Brand Managers can create assets suitable to specific markets, and share them easily with the relevant stakeholders using their DAM system.

ResourceSpace offers a solution to all four of these common brand management challenges by providing a single source of truth for all brand and digital assets.

Want to see this functionality in action? Request your free demo below and discover how ResourceSpace can keep your brand marketing efforts on track.