Your brand’s marketing consists of a variety of materials and assets. From printed marketing materials, direct mailers, promotional products, and digital elements, it’s a struggle to produce and manage consistent messaging and branding across all marketing collateral. Especially when you have multiple employees or locations.
That’s why successful companies have a Brand Portal in place to protect their brand, make ordering materials more efficient, strengthen management capabilities, and so much more.
Read further to find out what a Brand Portal is exactly, how it works, and how it can benefit your company today.
What is a Brand Portal?
Brand Portals—also known as “Print Portals,” “Ordering Portals,” and “Web to Print Portals”—are customized, private, online marketing portals that store all your company’s branded assets, including printed materials, digital assets, direct mail materials, promotional products, and more.
These tailor-made platforms are available to your company 24/7, from any device, so employees, franchisees, etc., can effortlessly access and order their marketing materials with branding in place.
Brand Portals also give you (and any other administrators you allow) complete control to manage who has access to certain materials, how many materials employees can order, and what fields on certain materials are editable.
For example, new employees could order business cards and have the ability to add their name, job title, email, and work number, but not have access to order brochures or download logos.
How Do Brand Portals Work?
Imagine an online storefront that showcases your company’s marketing collateral, and each item listed can be clicked on, customized if needed (or allowed), and ordered. That’s how a Brand Portal works and here are the details on the ordering and managing side of a Brand Portal:
The Ordering Side of a Brand Portal
When you take advantage of a Brand Portal, or Web to Print Portal, your company has access to an online platform that aligns with your brand and style.
Within your Brand Portal, your branded collateral is stored, including:
- Printed Materials: brochures, letterhead, posters, rack cards, etc.
- Direct Mail Materials: mailing lists, postcards, catalogs, envelopes, etc.
- Promotional Items: mugs, shirts, hats, banners, signs, pens, etc.
- Digital Elements: logos, PDFs, e-catalogs, etc.
Everyone who has access to your Brand Portal can place orders and even change certain information if you allow, including names on business cards, addresses on postcards, or images on brochures.
Employees can place orders, but they cannot change certain elements that may compromise your brand’s identity. For example, if a franchisee orders postcards, and wants to use the second image option you allow them to use, they can choose that image but everything else including the size, logo, and message remains the same.
The Managing Side of a Brand Portal
Brand management it so important, and with a Brand Portal, you have complete control over what your Web to Print Storefront looks like, who has access and can place orders, how many orders a user can place, what can be customizable in each order, and more.
You also have 24/7 access to manage all elements and users of your Brand Portal so that it can scale with your company.
Just a few capabilities of a Brand Portal that allow you to manage everything exactly the way you need them, includes:
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- Limit access to certain items so anybody in a certain role can’t place orders for them.
- Restrict certain employees from placing orders over a certain quantity.
- You can require approval on orders so you can view and accept them before they are placed.
- Allow other administrators to see orders placed by employees.
- You can receive volume reports and view all orders placed monthly or as needed.
- Choose and change the elements (if any) that can be customized by each user.
- You can view job statuses and track orders.
- Set up inventory storage while receiving updates when inventory is low.
- Build brand approved templates to ensure consistent branding.
- Control whether users are billed at check out or track purchase orders and pay later.
What are the Benefits of a Brand Portal?
When you have a team, you need to provide them with accessibility to what they need to promote your brand so they can do their jobs as efficiently as possible.
When your marketing collateral, including printed materials, direct mail materials, etc., are placed within an online Brand Portal, your team has access to those materials and can order them quickly, saving them and you time by not having to locate design templates, walk them through the steps, send billing information, and more.
Not to mention, for materials like brochures, catalogs, direct mailers, and other branded collateral that need to be printed or hit the post office, a Brand Portal speeds up the turnaround time. This is because designs are already uploaded into the Print Portal so as soon as an order is placed, the production time begins. You can even inventory certain materials, so they are ready to be sent out immediately.
Increase In Revenue
Brands that present their brand consistently across all platforms can increase their revenue by 23%.
Brand Portal’s features include functions that ensure brand consistency through managing capabilities. And when you have a well-managed and consistent brand, your return-on-investment increases and your brand becomes worth so much more.
Business Growth Capabilities
Whether you own a franchise and are adding franchisees or own a small business and looking to gain new employees or add a new location, a Brand Portal helps make growing your business a seamless process.
Take a franchise for example, when a franchise gains a new franchisee, that franchisee just needs to be given access approval to the Brand Portal and they are then ready to order the materials that are needed to market successfully.
Or if your company is growing and looking to rebrand, all you need to do is update the design templates within your Brand Portal with the new logo, brand designs, etc., and everyone who has access to place orders is set up with the correct branding.
It takes 5 to 7 brand impressions for a customer to remember your brand. So, if they receive a postcard promoting a message from you and a pop-up ad with a modified version of the colors, logo, and message, that is trying to deliver the same message as the postcard then those impressions become compromised.
We talk about brand consistency a lot in this blog, and it gets listed as its own benefit because consistent branding is so important, and without it, you miss out on so many other benefits your company could take advantage of.
Brand Portals lock in your branding for every asset your company uses and eliminates the chances of anything that isn’t supposed to change to change, to ensure consistent branding across every branded element you present to customers and prospects.
Brand compliance is a set of guidelines that you have in place to ensure that your brand is and remains consistent. And if you have multiple employees, locations, or franchisees there’s always a risk of someone using the wrong branded assets, modifying materials, or completely ignoring your brand’s rules.
This makes brand compliance an incredibly important set of strategies and with a Brand Portal, or Web to Print Portal, you can gain complete control of your branded materials and ensure that the design templates, logos, colors, and more are consistent for your entire organization no matter how many employees or locations you have.
You can even create a document of brand guidelines and store it in your Brand Portal for everyone in your organization to easily access and follow.
Decrease in Waste
Do you order event banners, brochures, business cards, etc., in bulk or send them to each location so they have them on hand? Then you’re wasting a lot of materials, money, and space.
Chances are those smaller locations aren’t using every material sent to them, not every employee needs that many business cards, and some franchisees’ audiences are responding to different marketing messages more than others.
With a Brand Portal you can print on demand, in lower quantities, and even manage how many materials someone can order. You can even create customizable templates so people can order as they need them and not have a box of brochures in their office that may end up in the trash when they aren’t up to date anymore.
Increase in Brand Visibility
When you consistently present your brand, you are 3.5 times more likely to gain excellent brand visibility than if you present your brand inconsistently.
When people are aware, familiar, and know what your brand stands for, they are more likely to make a purchase, sign up or take your company up on the services you provide.
If you’re interested in taking advantage of a Brand Portal, click the button below to schedule a quick 10-minute demo today. Have questions? Give us a call at 804-591-3354, our Web to Print Portal Experts are here to help!
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