8 Aspects to Consider in an Identity Management Tool

Many corporate marketing groups are exploring new ways to manage their corporate brand, identity standards and assets through flexible and robust software applications. These applications can create great efficiencies and enable better control of your assets, saving both time and money. Before you make a decision on an application, you may want to consider these aspects.

Static vs. interactive. Static Web sites, PDF documents and hard-bound binders don't offer users the flexibility to access the information they need and don't create a conducive environment for creating awareness and ownership of brand standards and assets. Providing an interactive experience through a web-based application allows users to access standards and assets anytime, anywhere while also maximizing the educational effort around the usage of these assets. This is accomplished in several ways, including: (1) the organization of the application, (2) requiring users to sign off on reading standards before downloading assets or (3) even have users submit projects for approval through the application.
Site management. When you edit a standard or change a logo, you need the ability to distribute that file quickly for immediate awareness and use. Having to schedule this update through your information technology group can delay your process for weeks. Choose an application that includes powerful administrative tools giving you the ability to edit content, upload new assets and change the organization of your system anytime, anywhere -without needing a programmer.
Tracking and reporting tools. Consider whether you need tracking and reporting tools that can provide you with the audit trail you need for greater control over your assets and users of the application.
Customization capabilities. Applications that can't be customized to your needs will only bring you frustration and will not provide you with the value you need. Don't let yourself be boxed into an application with a limited feature set or that cannot be branded to your specifications.
Automated workflow. Automating manual processes around the management of your brand standards can only free up time. Applications providing workflow functionality such as automated licensing of assets do create additional efficiencies by eliminating mundane tasks. Additional features such as automated notifications can help notify users of new or edited standards and assets.
Variable user capabilities. All users aren't the same. Some users need read only access while others need to download logos and still others need full administrative access. To provide the right information to the right people you should be able to allocate different security profiles to users.
Implementation time. Building your application from scratch may take considerable time. Using an off-the-shelf application can enable you to get up and running on your new system anywhere from four to 10 weeks depending on the amount of customization you desire and the service provider is willing to do. This significantly reduces your time to build an application in-house and is usually cheaper.
Cost. Many organizations have spent exorbitant amounts to build and implement their own identity applications and didn't get half the functionality they needed. Find an application that uses subscription-based pricing where you pay a nominal amount each year for the application. These applications also allow you to take advantage of yearly system upgrades. It's like getting a new car each year for the same price.

For more information about corporate identity applications, contact us.