Global Brand Enablement & Adoption
Enabled global teams to confidently self-serve brand assets in our corporate DAM by pairing strong governance with practical, human-centered education.
Background Context
Brand Central had recently been relaunched as Rocket Software’s centralized hub for brand guidance, templates, and marketing assets. While the system itself was robust, awareness, confidence, and usage varied widely across regions, roles, and functions. Without consistent enablement, the platform risked underperforming as a global marketing system.
The problem
Brand Central existed, but many employees were unsure what assets were available, how to navigate the DAM effectively, or how to use assets correctly in their day-to-day work. This limited adoption and reduced the overall value of the system.
What wasn’t working
Global teams relied inconsistently on Brand Central, brand boundaries were unclear, and Creative Services was frequently engaged for work that could have been self-served. Feedback was largely anecdotal and fragmented, making it difficult to understand where the system needed refinement.
Core Objectives
Increase global adoption and confidence in Brand Central through practical, scalable enablement, while using real-world feedback to strengthen governance, documentation, and system usability.
Primary goals
Ensure employees understood what Brand Central contained and how to use it correctly
Improve confidence with self-service and clarify when Creative Services support was needed
Establish an enablement model that could scale globally and inform ongoing improvements
Scope & Scale
Met with 100% of Rocket communities worldwide (37 global communities)
16 live workshops across time zones
Average engagement: ~3 questions per session
My Approach
I approached this work by pairing ownership of the system with hands-on global enablement—prioritizing confidence and usability over rigid enforcement, and using live dialogue to guide continuous improvement.
Designing the model / system
I built a global Brand Central enablement program designed to scale across time zones and regional communities, including a clear framework for when to self-serve versus when to engage Creative Services for custom support.
Standardizing inputs
I clarified brand boundaries, asset use cases, file types, and navigation expectations, while iterating DAM taxonomy, metadata, filters, and page organization based on observed user behavior and feedback.
Driving adoption
I led live, hands-on workshops that walked teams through Brand Central in real time. Sessions focused on practical application—how to find, download, and correctly use assets, templates, and toolkits—rather than abstract brand education.
Leading through influence
I led enablement without formal authority, relying on clarity, consistency, and trust. I partnered cross-functionally with marketing, product, UX, and design teams to align branding guidance and documentation.
Business Impact
This work increased global confidence in Brand Central and reduced friction for marketing teams. Engagement and adoption of the Digital Asset Management (DAM) platform increased 196%, signaling stronger reliance on the system as the central source for brand guidance and assets. Just as importantly, the workshops created direct visibility into how the system was being used—and where it needed refinement—allowing governance and documentation to evolve based on real usage rather than assumptions.
Operational efficiency
Reduced unnecessary Creative Services requests through clearer self-service guidance
Quality or consistency
Improved consistency in brand asset usage across regions
Visibility or decision-making
Surfaced clear signals about which areas of the DAM, brand guidelines, templates, and creative direction required further clarification or refinement
Enabled evidence-based prioritization of governance updates and system improvements
Organizational maturity
Shifted Brand Central from a passive repository to a living system informed by ongoing dialogue
Customer or stakeholder experience
Increased confidence and satisfaction among global marketing and non-design users
Key Reflections
Feedback is a gift when the operating model is designed to receive it. Hosting many smaller, regionally focused workshops—rather than one or two large company-wide sessions—created psychological safety and made it easier for people to speak up, ask questions, and share real friction.
Repeated qualitative signals such as “I didn’t realize all of this existed” and “I feel more confident using the brand now” reinforced that enablement was not just increasing awareness, but materially changing how people engaged with the system.
The roadshow format turned enablement into a two-way dialogue, allowing insights to compound over time and directly inform which areas of the DAM, brand guidelines, templates, and creative direction needed further refinement.
What mattered most
Smaller sessions created space for candor, surfaced issues earlier, and strengthened trust between Creative Services and global teams.
Lasting insight
Enablement scales best when it is iterative and human. Many small moments of clarity, repeated over time, are more effective than a single large launch in driving confidence, adoption, and long-term system health.