The Future of Marketing: Empowering organisations to create on-brand content at scale

Partner blog: Canva

Today, visual communication is the language of business. From sales decks and social posts to internal comms and customer touchpoints, every piece of content tells a brand story. And with 77% of business leaders recognising its impact on organisational performance, according to our latest Visual Economy report, the importance of clear, consistent, and compelling visuals has never been more evident.

But as expectations grow - faster content creation, greater personalisation, more platforms - marketers face a key challenge: how to scale visual content without sacrificing brand integrity.

The Expanding Role of Visual Communication

Visual content creation is no longer just for designers. Today, 92% of business leaders expect every employee to have basic design skills, according to the Visual Economy Report. Whether you're in HR, sales, or support, communicating ideas clearly and creatively is part of the job. This shift unlocks more potential: more voices, fresh ideas, and a faster way to create content

It also introduces complexity. How do you keep everyone aligned when creative work is spread across teams and locations? And how do you protect your brand when so many different people are shaping it?

The Brand Balancing Act

Modern marketers are juggling two seemingly opposing demands:

• Speed: Content needs to be timely, frequent, and relevant. Audiences scroll fast and expect fresh material - daily, if not hourly.
• Consistency: Every asset, no matter who creates it, must feel unmistakably “you”. The logo, the tone, the typography - it all adds up to brand identity and trust.

It’s a delicate balance. On one side, the push to empower teams with the freedom to create. On the other, the need to protect the organization’s brand across every touchpoint.

Building a Scalable Brand Ecosystem

So how do leading organisations make it work? It starts by empowering employees across the organisation, even those without design experience, to design and communicate visually. 

Here are three pillars that support this shift:

1. Centralise Brand Management: Clear guidelines and easy access to brand assets form the foundation. From fonts and colour palettes to voice and tone, alignment starts with clarity. When the boundaries are clear, creativity can thrive within them.
2. Training and upskilling: Help non-designers reach a baseline of design competency. Today, 68% of organisations provide training in visual communication. But this isn’t about turning everyone into a designer — it’s about enabling people across the business to create engaging, on-brand content. Visual communication drives results: 90% of sales leaders say it helps shorten the sales cycle, and 89% of HR leaders say it speeds up recruitment.
3. Tools That Unlock Scale: Technology is key to reducing friction — simplifying workflows, boosting collaboration, and cutting manual work. Whether it’s repurposing content, coordinating across time zones, or building scalable templates, the right tools free marketers to focus on what matters most: strategy, storytelling, and creativity.

The Future is Collaborative, Visual, and Fast

Marketing isn’t just about producing content - it’s about orchestrating a consistent, compelling brand experience across every channel. That takes more than speed. It takes systems that scale, tools that empower, and a culture that sees brand as everyone’s business.

As the volume of visual content continues to surge, the most successful teams will be those who empower creativity across their organisation without compromising on quality or brand control. They’ll lead not by doing everything themselves, but by building the foundation for others to create - confidently, consistently, and on-brand.

If you’re interested in discussing visual communications and the use of AI and templates for your larger team, feel free to connect with Emmy Sevón in Finnish, responsible for Canva Enterprise in the Nordics: emmy@canva.com.

Jorge Bestard, VP EMEA Sales, Canva

------------

Kirjoittaja Jorge Bestard puhui aiheesta myös MarkkinointiKollektiivin tilaisuudessa 19.3.2025. Katso Voimaa brändimarkkinointiin tunteilla ja teknologialla -tilaisuuden tallenne täältä.