Radically rethink our approach to brand brand management to focus on carrots, not sticks.
Instead of doubling-down on brand governance models, and trying to institute better mechanisms for brand oversight, we turned the equation on its head: what if the measure of success for brand management was how infrequently teams needed to consult with brand management? After all, if Brand as a function was perceived as being something that slowed teams down, then we ourselves were operating counter to a Global business brand that has at its core a mission to remove the technical barriers that stand between businesses and the work they need to get done.
So my team started identifying brand touchpoints where we wanted to align work across the organization. We then developed concepts for how we might not only address the brand-related questions that teams had, but to try and provide where possible ready-made answers that helped them move faster, while also aligning to core brand identity and brand storytelling best-practices.
One of those high-value areas was how we told a visual story around the products themselves. Product imagery is a huge part of helping customers understand the value of a software product. But pressures to innovate, to add features and to continually build product value means that marketing, sales and PR teams are always playing catch-up with product innovation. Additionally, they often rely on product teams to provide relevant screenshots of product features. The challenge is that product teams are intimate with their products in a way the rest of the world will never be. On top of all this, in a portfolio of products whose development and marketing spanned the globe, the ways that product benefit was illustrated through images varied considerably.
My goal was to bridge this divide in three ways:
-Develop a common set of best-practices for product-level visual storytelling. Most critically, how do we clearly articulate key product benefits in the imagery we use?
-Design a process that helps teams create and manage these assets in a way that keeps pace with the accelerating speed of product evolution.
-Provide a single source of truth visual storytelling assets easily accessible to any Citrix employee, team or agency partner.