Achieving brand harmony

In 2023, ERM embarked on its first rebrand since the company was established 41 years ago. Drawing inspiration from ERM’s rich heritage, the new brand presented a massive opportunity to solidify its market position and boost its reputation.

But rolling out updated assets to over 8,000 global employees was a challenge, with most common materials and templates stored on servers and accessible via the intranet. ERM knew they needed a new way to ensure everyone had instant access to the new brand on an ongoing basis.

Sarah Middleton, Bethan Jones, and Camila Ilama from ERM share their insights on what work was like before and after Templafy.

What has the feedback been from teams?

It’s been overwhelmingly positive, and everyone really likes it. We did three drop-in sessions across each of our regions, and everyone was really enthusiastic about Templafy and how it can help them in their day-to-day work.


What particularly resonated was the ease of accessing approved imagery and other assets without having to leave their document or presentation. The facts speak for themselves, and thousands of our employees across the business are using approved templates and marketing assets every day.

You procured Templafy through the Microsoft Azure marketplace—how did that impact the process?

On the IT front, when seeking project board approval for the technical aspects, the fact that it was already there and had been through the accreditation process was crucial. Most of the necessary checks had already been completed.

How has access to a built-in AI tool changed your workflows?

Very excited for this new addition. We have heard the positive feedback of having Templafy and its features (such as Check) so we foresee a considerable uptake on the AI Assistant to drive productivity and shed valuable time so our colleagues across the business can continue to deliver for our external clients.

What has been the biggest improvement day to day?

The creative team has really seen a difference. Now, everyone has access to the same creative library, and we can be administrators of the content ourselves. That means we can ensure everything is visually aligned and on-brand. It also means that our internal stakeholders and consultants have what they need to deliver their strategic work to our clients.

It’s also been fantastic to track our brand’s reach and impact across different business units. Implementing Templafy was key for the organization from a brand compliance perspective, but it has also allowed us to learn more about the content that our colleagues need. The readily available monthly data educates us, as administrators of the tool, on what needs to be added and how we can continue to improve the content library.

How does Templafy support ERM’s digital and brand strategy?

The creative team has really seen a difference. Now, everyone has access to the same creative library, and we can be administrators of the content ourselves. That means we can ensure everything is visually aligned and on-brand. It also means that our internal stakeholders and consultants have what they need to deliver their strategic work to our clients.

From a brand perspective, the overall impression of us as a brand is conveyed in our reports. We deal in reputation, and these reports help make sure that companies are meeting their sustainability obligations. It’s an important sale, so having a quality brand that produces quality reports is an essential aspect of our overall strategy.