Brand Safety: flawlessly protecting your brand in the digital age

At a time when brands depend on their digital presence to win and retain their customers, a simple mistake of Brand Safety can be expensive.

In 2017, several major global brands saw their ads associated with Extremist content on YouTube, causing a Media outcry, a loss of trust and a massive withdrawal of advertising budgets. This example is only the The tip of the iceberg.

In this article proposed by SolidPepper, we are going to explain What is brand safety, his concrete challenges and risks, why the product content management is as essential as advertising, and how can a tool like the SolidPepper PIM can become your best ally.

Finally, you will find best practices to protect your branding on all digital channels.

Understanding Brand Safety: definition, challenges and distinction with Brand Suitability

Brand safety definition: The Brand Safety refers to the set of practices, tools and processes deployed by a company to protect its branding in the digital environment, in particular against unwanted associations in advertising and poor management of its content.
‍
‍The objective ? Ensure that no one discovers your brand in a context that could harm her repute Or divert it by its own values.

At the heart of this issue, there is an important nuance with the concept of Brand suitability : where the Brand Safety Try to avoid the worst (shocking content, fraudulent or negative), the Brand suitability aims to ensure that the brand is expressed only in aligned contexts With sound identity And its values, even when the surrounding content is “acceptable” from a safety point of view.

Adopt a comprehensive strategy combining Brand Safety and Brand suitability is essential for a optimal brand image protection.

What are the risks in the event of a failure?

• Reputation damage (bad buzz, crisis on social networks, investor distrust)
• Loss of turnover (disengagement, boycott, decrease in advertising effectiveness)
• Poor customer experience (mixed messages, frustration, loss of trust)

The real risks: when brand safety is compromised

What are the concrete dangers for a brand? The risks are multiple in the digital age:

Misplaced advertising

Is your programmatic campaign displayed alongside extremist or conspiracy content? This case has affected many brands, generating viral controversies.

Wrong product sheets on marketplaces

A poorly translated title, a bad photo, or an inconsistent feature, and it's all your credibility that falters... often without you being informed.

Lack of omnichannel consistency

Diverging information across channels (site, marketplaces, points of sale, social networks) dilutes the brand identity and destabilizes the consumer.

Concrete examples:

• An advertisement for a toy appears on a site with violent content.
• An Amazon product sheet has a whimsical translation that diverts the original meaning.
• A visual “selected by mistake” undermines brand values on Instagram.

Brand safety and product content management: the link that is often forgotten

Too often, the Brand Safety is reduced to simple digital advertising. However, your Product content impact the perception of your brand just as much. An ambiguous product name, misleading visuals, inconsistent descriptions? You are gradually losing control of your public image.

Why product content management is crucial

• It makes it possible to ensure the brand consistency on each channel (site, marketplace, social networks, print media).
• It reduces the risk of errors, oversights or contradictions between marketing messages, e-commerce sheets and field experience.
• Any dilution of the message or “small inconsistency” undermines trust... and value that is built patiently.

The importance of omnichannel consistency

The consumer compares, checks, shares: impossible to present him with different data depending on the channel. Reliable management of your product content is the first step for protect brand safety end-to-end.

How SolidPepper PIM protects your brand safety

One PIM (Product Information Management) as SolidPepper goes far beyond simple catalog management. It is a strategic tool that centralizes information, guarantees its reliability and makes it possible to control each customer contact point.

Centralization and control of product data

All the information (nouns, visuals, descriptions, technical characteristics) are managed in a single platform, limiting the risk of errors or discrepancies.

Validation and compliance workflows

Each content change goes through a internal validation circuit, assuring conformity and respect for charters (product, Editorial, CSR...).

Controlled omnichannel distribution

With SolidPepper, you deploy your content in a way Coherent on all supports: website, Marketplaces, POS, PDF sheets... no longer the risk of seeing traffic outdated versions.

Follow-up and audit

The centralized control simplifies the audit of your content: Who changed what? When? On which channel? In a few clicks, you detect and correct anomalies to move towards a optimal brand safety.

Customer case (anonymized)

example : A retail cosmetics brand used different software to manage its product sheets, which led to the distribution of inconsistent descriptions on Amazon and a loss of credibility. By centralizing management via SolidPepper, the brand has harmonized its contents on all channels, reduce the 75% number of errors And went back to trust B2B and B2C customers.

🧠Major asset : One PIM suchlike SolidPepper is not only a management tool — it is a strategic guardrail to maintain the integrity of your branding at every stage of the customer journey.

Best practices to guarantee brand safety

Protecting your brand requires an approach proactive, structured and Collaborative. Here it is 4 essential levers :

Define a strict product charter

Formulate a framework that frames the Tone used, the visuals, the translation, as well as the messages to be avoided or preferred according to the channels.

Automate compliance checks

Rely on tools like SolidPepper to automate checks: data consistency, legal compliance, compliance with branding guidelines.

Selecting reliable partners

Do not entrust the distribution of your data Or of your commercials only to recognized actors who meet your criteria of Brand Safety and Brand suitability.

Train and raise awareness among your teams

Communicate the importance of Brand Safety to all stakeholders: marketing, e-commerce, commercial, IT... It is the key to anticipate incidents and mistakes.

Protecting your brand is an investment in trust

In the digital age, brand safety is no longer a simple option; it is a strategic necessity that protects your turnover and the integrity of your image. Mistakes happened quickly, but today there are powerful solutions to regain control.

You want secure your brand image as for your product content? SolidPepper accompanies you From centralization to multi-channel broadcasting of your product data. Contact us today!

‍