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Transcript

Hello, I’m Chris, and today we’re going to walk through ÃÛ¶¹ÊÓƵ Journey Optimizer’s capabilities to help manage and enforce your brand’s identity consistently across communications with your customers. To kick things off, let’s review how to create a set of brand guidelines. Journey Optimizer allows you to manage multiple brand guidelines within a centralized catalog. And for my use case today, I’m in charge of establishing the brand identity for several of our coffee shop franchises.

I’ve already set up for Scopa, which favors cozy and relaxing vibes with a warm color scheme. We’ll come back to that in a moment, but I want to now also set up my Rebel Coffee brand, which focuses on a more modern aesthetic and artisanal coffee blends.

We’ll get started by clicking the Create Brand option in the upper right corner. Now the very first thing we’re going to be encouraged to do is to provide a name for our brand, which in this case is Rebel Coffee. But then we can also upload some documents that ÃÛ¶¹ÊÓƵ will intelligently review to provide a starting point for our guidelines.

Today I’m going to upload two documents. The first being a general brand guidelines overview with standards for visual content such as photos, illustrations, icons, and so forth, as well as writing style guidelines for things like personality, writing mechanics, and situational tone.

I’m also going to include example promotional material I have for a specific seasonal beverage, in this case apple cinnamon spice latte. We’re including descriptive phrases, ingredients, pairings, and even some stock imagery that I can use as a starting point for these guidelines. So I’m going to go ahead and upload both of these documents, which ÃÛ¶¹ÊÓƵ Journey Optimizer will then intelligently translate into the brand guidelines format. This will take a few minutes to run, so in the meantime let’s jump back over into my Frescopa brand to review. On the overview panel we can review documents imported, add new ones, and get a high level view of guidelines for both writing style and visual content. On the About the Brand tab, we can focus on high level guidance such as brand name, brand In guiding principles such as core brand values in the documents I’ve already uploaded to inform these guidelines.

On the Writing Style tab we can focus on things like communication style, specifically the dos and don’ts but also include examples of what to do for each situation, brand messaging to include things like taglines and slogans, and even legal compliance considerations such as when to use trademark and copyright notices. You can see here we’re using natural language, which makes it easy to add additional guidelines on the fly. So if I were to add an exclusion here, I can first control which channels and what elements this rule applies to, then I can put an exclusion rule in natural language like don’t be pushy, and add that and feel safe and assured that these guidelines will only apply to that channel and those objects. And on the last tab we have visual content, which allows us to provide guidelines for photography standards, illustrations, iconography, and more. Now that we’ve got these guidelines configured, let’s go ahead and see them in action. Here I have an email I’ve prepared for Friscopa to promote a seasonal flavor. I think it’s ready to go up to the team for review and approval, but before I do, I just want to do a quick check myself. Using brand guidelines, I can run an evaluation on any of my brands in the catalog. It will run on this email, after which I’ll get an overall score as well as focused feedback. Now as I click into more details, I’ll get an overlay with information on any misalignment in my communication against brand guidelines. We can see that I’ve accidentally used the Revell brand in my Friscopa email. I can also see that some of the language doesn’t fit the tone or style of my Friscopa brand. Now I can see here that I actually used the Revell brand several times by accident, so I’m going to go ahead and make those edits, but before I do, it’s worth noting that in addition to the overlay, I have a point by point summary along with recommendations and hot resolve available on the right hand rail. So I now have the opportunity to go ahead and make any edits, of course first and foremost, by hand. For example, I can go down to my footer here and replace the Revell brand with the appropriate reference to Friscopa, but I also have the opportunity to use brand guidelines within the context of AI Assistant to generate new content on the fly. By selecting my message copy, I can navigate over into the AI Assistant tab. It has my Friscopa brand’s guidelines selected already, and I can further refine the generations by adjusting things like the overall length of the message, as well as communication strategy and tone. I could even take this moment to add additional brand guidelines specific to this communication, such as promotional material for this seasonal launch, but for now I’m just going to go ahead and give a simple prompt to promote the flavor and encourage people to order online before I hit generate. It will take a few moments to run, as it will first use the brand guidelines to inform the creation process, then automatically also evaluate the generations against the same set of guidelines. Put simply, this isn’t just generic content generation. This is content being built on your brand and checks against all your guidelines in one step. Now I can expand this out to see the full generation, but also click down to get the same focused view into the evaluation just like before.

I can drive right down into the visual overlay, and in this case see that this is just a good reminder to include caffeine and allergen warnings in my broader email, so I’ll go ahead and select this as my preferred generation. It automatically adds this to the email, where I still have full control over any final edits in language and formatting. And as I go ahead and make some final revisions, we should then be good to go. I can go ahead and send this email out for a review and approval by my broader team.

This was just a brief overview of how ÃÛ¶¹ÊÓƵ Journey Optimizer’s brand guidelines are not only easy to configure and manage, but also assist marketers both in enforcing and generating content that upholds compliance standards and brand identity within each one of your distinct brands. Thank you, and I’ll see you in the next video.