Brand Asset Management / BAM

Why you need brand asset management


Because you’re getting tired of not having brand control. You’re exhausted from continuously trying to get colleagues to use correct brand assets and following your brand guidelines.

Sounds familiar? If managing a brand was a one-person job and there were limited selections for brand presentation, branding would be simple. But reality is the opposite. Not only does branding concern everyone in the company, but there is also a huge number of platforms and channels where your brand needs presentation. Unless you are The Flash, you can’t possibly manage your brand without having a brand asset management system in the 21st century.

What is brand asset management system?

Let’s keep this short and sweet as we have written about this topic in earlier blogs, and you can also find everything you need to know here. In short, a brand asset management system is the solution that connects your brand assets and your brand guidelines with the purpose of streamlining your brand processes. It differs from digital asset management because it puts your brand in context and makes your brand usable for everyone.

Also read: What is brand asset management?

Brand asset management is your guiding light

Who knew that applying “one brand” would be so hard? Why are old logos and brand assets always in circulation? And why do your colleagues keep creating off-brand content?

You’ve probably asked yourself these questions many times. And the short answer is because your colleagues don’t care for your brand as you do, and they don’t necessarily see the importance of a consistent brand image, nor do they have the know-how to keep it up. Another common reason is the hassle they feel it is asking the marketing department for assets and then having to wait for available resources. Who has time to wait in this fast-moving world we live in? Much easier to create something by yourself on the fly. Unfortunately, while this may save the person some time, it damages you brand because the material they end up creating is most likely not according to brand guidelines, resulting in an inconsistent brand.


A two-in-one system

With the help of digital brand asset management, all the struggles and challenges you face in an attempt to control your brand can be eliminated. By collecting all brand assets and connecting them to the actual brand guidelines, applying your brand is made easy for everyone.

In practical terms, brand asset management = 2 in 1: Anyone who need a brand asset can easily locate the asset and the rules for applying it in one single location. Whether this is a simple download, or there is a need to adjust the asset or perhaps order assets locally, it is managed from the same location. This way your users don’t have to spend hours looking for assets in different location, nor do they have to read through the entire brand identity guide to understand the rules. It’s seamless and carefree.

Why brand asset management?

Achieving complete brand control is perhaps impossible in 2021. One thing is your employees, the customer service representatives, or sales personnel whom you can’t really control apart from educating them and providing them with proper access. If they follow the rules or not… You can only hope. But your consumers influence your branding potential as well. How they engage with and perceive your brand will vary depending on their needs. And today with social media and sharing, controlling this output is impossible.

Also read: Elevate your branding with a brand asset management tool

What does this mean? Although you can’t control every aspect of your brand management, you should at least make it your mission to establish flawless branding processes to control as much as you can. And this is where a brand asset management system is handy:

  • One-stop-shop: Everything about your brand is properly structured, categorized, and available from one single location. Finding assets is easy, downloading them and putting them into good and correct use even more so.
  • Brand assets become flexible: Today, brand adaption is more important than ever. With a huge number of platforms and channels that require an endless option of formats and file types you need a brand asset management system that can handle this automatically.
  • Control your brand output: A common result when the marketing team fails to deliver on demand is that employees start creating assets on their own. The outcome of this is often poor quality and a disrupted brand image. With brand asset management this is no longer an issue.
  • Increase company efficiency: With the increasing demand for localization and personalization, the marketing team can easily become a bottleneck that causes brand disruption. Failing to deliver on time is just as critical as delivering poor quality content. A brand asset management system allows everyone to be self-serviced without risking brand deviations.

Brand asset management is not just a system, it is a way of working, a way of structuring and distributing your brand effectively. It will simply transform how your entire company utilizes and communicates your brand. And when you’re able to build your brand properly, people will notice and engage with your brand. Before you know it, your business will bloom.