Since the days when brand managers were required to be responsible only for ensuring that the corporate logo and email signature were accurate in all company communications, the world of branding has seen significant transformations. Now, brands need to distribute materials reliably across various channels and platforms. For this reason, allocating and applying these resources is of paramount importance.
Your brand awareness grows when it’s consistently exhibited. You gain an advantage over rivals. You are better able to recruit top talent, create and keep loyal customers, and win the confidence of potential investors.
When you have a lot of brand assets, including logos and other graphics, how can you make sure they’re being used correctly? You can get organized and succeed with the help of brand asset management.
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Understanding Brand Asset Management
A brand is the totality of its various elements, both digital and physical. This includes logos, color palettes, typefaces, slogans and taglines, tone of voice, webinars templates, graphics, and more. It’s crucial to maintain uniformity in these assets as the brand develops and grows over time. Storing, classifying, editing, and disseminating brand assets are all part of brand asset management (BAM).
Inconsistencies in brand style and communications can damage consumers’ trust in your brand. It’s possible for this to happen if the people working on the brand aren’t in sync with which version of a certain brand asset to employ. As one example, a marketer may make a simple error, like using an unapproved color for the brand’s logo, that makes the entire campaign look fake.
Using the BAM system, you can store valuable brand assets and centralize them in one place. In this central location, authorized users may check the status of their brand’s assets and keep tabs on any changes made to them. To maintain uniformity throughout the process, BAM platforms can also perform a wide variety of functions.
How to Determine If BAM Is Right for Your Business
Asking and answering the following questions can help you decide whether to use brand asset management software.
- Is it difficult for you to track down up-to-date brand logos, company descriptions, and guidelines?
- Is it difficult to work together due to difficulties in communicating where to find brand assets?
- Do you have trouble maintaining your brand’s assets with regular updates?
If your answer is “yes” to any of these questions, you may want to consider revamping your brand asset management system.
The Advantages Associated with Brand Asset Management
BAM tools are essential for business growth. They streamline workflow, improve communication, and boost productivity while maintaining your company’s branding.
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A defined BAM strategy can help your organization in several ways, such as:
- Consistency of the brand based on previously authorized brand templates.
- Simple access to all digital assets.
- The availability and quality of digital content, which are pretty much assured at all times.
- No more random tasks that waste precious time.
- No costs associated with using a local design agency because of self-service templates.
- Streamlining of workflows for the production of content, leading to getting products to market in less time.
- Improved production capacity of the business.
Your brand is manageable, and as a result, it has the potential to be more stable and profitable. In short, your business will better realize its full potential with a robust BMS in place.
Choosing a BAM System
To step up your game as a brand manager, one of the best things you can do is invest in powerful and user-friendly software dedicated to brand management. The right management tool may save time and effort while enhancing brand consistency and providing vital, real-time insight into asset performance.
Finding a single, flexible tool is preferable to juggling several different solutions. Using a number of tools will only confuse things in the long run. Moreover, many of them won’t be able to perform crucial tasks like analyzing as many as four assets. Therefore, choose a system that has all the features and functions you need, as they vary widely.
The following are some considerations to make while selecting a digital asset management system:
Can Serve as a Central Hub for All Digital Assets
When you have all of your assets stored in one location, it’s much easier to make decisions about them. For example, you might want to ascertain the number of assets that need to be produced for a certain marketing campaign.
Should Allow for Revisions, Feedback, and Format Changes
The ease with which your BAM system accepts changes to your asset portfolio, such as the addition of new assets or the modification of existing ones, is important. It’s essential that the BAM system be always up-to-date with the latest branding and digital initiatives. The system may cause more trouble than it’s worth if maintaining its current state is a major source of dissatisfaction for the entire team.
Must Be Compatible with Several Software Packages
You can boost your team’s productivity and effectiveness by implementing automation and integration. By automatically assigning tags and sorting files by category, predefined processes can help save time when used in combination with automation. Integrating your tools saves time and effort, allowing you to simply access your assets across platforms and keep your campaigns moving forward.
Can Provide a Means of Monitoring Historical Brand Asset Utilization
Ideally, software for managing brand assets would keep tabs on how often each asset was used previously. This guides the decision of which assets are more valuable and need to be maintained and which can be withdrawn.
Brand managers can also use the information to modify the way they manage brand management workflows and assign tasks moving forward. In order to optimize your systems and processes, the more data you collect, the better.
Must Be Convenient
Remember that everyone on your team will need time to adjust to the BAM system. It’s ideal if the interface is naturally easy so that even beginners can get a handle on how things work. Your current setup or any manual processes should be improved upon by the BAM system you select. Ensure that the new solution will reduce costs and add lasting value by carefully comparing all aspects of the current and potential solutions.
With the many functions and benefits offered by brand asset management platforms, your branding efforts will be maximized. Consider utilizing a brand asset management platform if you’re looking for an all-encompassing solution to assist you in managing all of your brand’s assets.
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