If you’ve done branding before, there’s a good chance that you’ve heard about brand asset management and digital asset management and thought, “Is there a difference?”
Yes, there is. They’re not worlds apart, but they’re also not the same. Think of brand asset management (BAM) as a subclass of digital asset management (DAM). With DAM, you manage all of your business’s digital assets, whether it be a logo, some videos, articles, blogs, etc.
On the other hand, in BAM, you manage only those digital assets that represent your brand, such as your logo, typography, color palette, etc.
What is Meant by Brand Asset Management?
Simply put, BAM means managing your branding assets. BAM platforms allow you to store, access, and share your branding assets in one centralized repository. You can seamlessly share these assets across global teams without the risk of data breaches or misuse of your assets.
Moreover, these platforms allow you to collaborate with your time in real time on various projects. You can also upload your branding guidelines to ensure your brand assets are used just like the way they’re intended to. These guidelines also provide a consistent branding approach across all platforms.
So, what are Brand Assets?
Every digital asset that represents or mirrors your brand’s identity, core values, and personality is called a branding asset. These assets serve as your brand’s visual, verbal, or symbolic depiction. Some examples include:
• Logo
A logo acts as the face of your brand. It’s the first thing consumers notice when they come across you. Usually, brands have various iterations of their logos to look presentable and optimal on different backgrounds and scenarios.
• Typography
Typography complements your words to deliver a strong impact. They represent your message’s vibe, tone, or personality even before viewers start reading your text.
• Colors
Colors have a psychological impact on the viewer’s perception. What emotions does your brand convey?
• Taglines and Slogans
These small, concise, and to-the-point catchphrases resonate deeply with your audience. They also act as subtle call-to-actions and drive massive sales. Think of Nike’s iconic “Just Do It”.
• Imagery and Visuals
Of course, you share your posts in a specific style, along with sure visuals or imagery. Consistency in this area helps create a recognizable aesthetic.
• Audio Elements
Your brand can also be associated with certain jingles or sound logos, which are also classified as branding assets.
How are Branding Assets Different from Digital Assets?
While reading about branding assets, you may think all these are digital assets. Yes, they are! However, not all digital assets are classified as branding assets.
Think of digital assets as a tree, and branding assets are just one large shoot of the tree. Digital assets include all digital files owned by your organization, regardless of their purpose. Examples include marketing brochures, videos, internal documents, spreadsheets, guides, articles, and manuals.
What are the Benefits of Brand Asset Management Platforms?
We’ve got all the basics clear. And now, the final question: The Benefits of Owning a BAM Solution. Is it really worth it? Can’t you simply upload your assets to Google Drive and share them with your team? Why is a separate, dedicated BAM platform necessary?
While Google Drive and other file-sharing platforms may seem like quick and easy solutions, they fall short when managing your brand assets effectively. Here’s why a dedicated BAM platform is essential:
1. Centralized Repository for Brand Assets
A BAM platform provides a single source of truth for all your branding assets. If you make any changes to your logo, typography, color palettes, or guidelines, your team will get instant access and notification to these changes. Everyone on your marketing team will use the latest assets to represent your brand according to the latest guidelines.
2. Brand Consistency Across Channels
Brand consistency is paramount. Remove that, and your branding set will reap no fruit. With a BAM platform, you can have approval workflows and usage monitoring. You can update detailed guidelines on how each asset will be used. Moreover, you can ensure that every asset is used consistently across all platforms.
3. Enhanced Collaboration
BAM platforms allow teams to collaborate in real time on branding projects. Rather than hopping on Google Meets or Zoom, you can directly provide feedback and approvals within the system. And if you want to look back at specific points or instructions, you won’t have to browse mindlessly through long email threads. In other words, you and your team are always aligned.
4. Secure Sharing and Access Control
Unlike generic tools, BAM platforms equip you with advanced security features to protect your assets from unauthorized access or misuse. You can define access levels for team members, external agencies, or partners and ensure sensitive brand elements are handled securely.
5. Time-Saving Asset Search and Retrieval
Time-saving is the best feature of BAM platforms. Most BAM software has built-in AI and machine learning capabilities to tag assets based on predefined criteria. This means that there is no more hunting through endless folders or misnamed files. You can locate the asset you need in seconds.
6. Integration with Existing Tools
Suppose you want to integrate your drive with your design software (Adobe Suite), project management systems (Asana, Trello), and social media platforms. In that case, you’ll need to hire a software magician and spend a fortune to do the job. However, with a BAM platform, you can effortlessly connect all your preferred tools in one centralized system!
7. Data-Driven Insights
Some BAM platforms also provide insights and analytics on asset usage. This data can help you understand which branding materials are most effective and form the foundation for future branding strategies.
Branding Made Smarter, Not Harder
If you’re not having fun while branding, you’re doing it wrong! Ethos provides an intuitive platform that you can use to make branding not just effective but also enjoyable. With Ethos, you can easily manage, share, and collaborate on brand assets.
Take the stress out of managing brand assets and try a platform to inspire creativity and teamwork. Explore Ethos today with a 30-day completely free trial and experience how fun and effective branding can indeed be!
