Account based marketing (ABM)vsidentitetsmanual

Account Based Marketing (ABM) targets specific high-value accounts with highly personalized marketing efforts that align closely with the unique characteristics and needs of those accounts. An identitetsmanual (brand identity manual) codifies the visual, verbal, and tonal guidelines of a company's brand, ensuring consistency and clarity in all communications. The relationship between ABM and an identitetsmanual is practical and strategic: ABM campaigns require precise, consistent brand representation tailored to resonate with target accounts, and the identitetsmanual provides the foundational framework to maintain brand integrity while allowing customization. Specifically, the identitetsmanual guides how brand elements (logos, colors, messaging style) should be adapted or emphasized in ABM materials—such as personalized content, presentations, and digital touchpoints—to create a coherent yet account-specific experience. This alignment ensures that ABM efforts do not dilute or confuse the brand but instead leverage its strengths to build trust and recognition within targeted accounts. Moreover, in digital strategy, the identitetsmanual supports scalable personalization by defining adaptable brand components that can be dynamically applied across channels used in ABM (e.g., personalized microsites, targeted ads), enabling efficient yet brand-consistent execution.