The structural components of digital asset management that are essential to managing your brand

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Brand management and DAM

Brand management is a hot topic for businesses today. That’s because your brand isn’t just a logo, but a perception people have of your organization based on every interaction they have with you. As such, there’s a dollar value associated with the mismanagement of your brand. Poorly managed brands can contribute to lower sales, lower client retention, and slowed overall growth of your business.

So with all the images, videos, presentations, ads, and other marketing content out there, it’s more important than ever for businesses to tell a clear and consistent story. You’ve got to manage your brand if you have any hope of standing out from the clutter and positively connect with your audiences.

That’s why a digital asset management (DAM) solution should be on the short list of tools for your marketing tech stack. DAM is critical when it comes to:

1. Automating the tedious activities that bog down efficiencies in your marketing communications
Centralize your brand assets and approval processes in one place.

Awesome DAM features that help:

  • Workflow to manage efficient production and proper approvals with transparency, connectivity, and visibility of work in progress. Everyone can easily understand the file structure and find what they need no matter where they work or when they come into the work management process.
  • Full previews of just about anything to know exactly what you'll get. Cuts down on errors or lack of understanding because you can’t see the file type, which leads to more transparency and visibility with what you have.
2. Protecting and preserving your brand, then delivering it to the world with consistency and control
Ensure access to your assets is controlled and circulate your brand in a more regulated way.

Awesome DAM features that help:

  • Access controls with personalized user roles and permissions.
  • Lifecycle management controls for release, expiration, and archiving.
  • Metadata to describe, define, and protect your brand across the content lifecycle.
  • Rights management controls, such as rights/release docs, end-user license agreements, and visual watermarks.
3. Making your brand assets easily available, so your teams can repurpose and reuse them
Organize your brand assets the way people want to find them and avoid the cost of recreating content.

Awesome DAM features that help:

  • Category organization to manage and share your brand assets. Assign the right hierarchies to help stakeholders find the right brand assets when they need them.
  • Curated collections for specific uses, events, products, and related content.
  • Faceted search to find exactly what you're looking for by filtering down quickly to what you need.
  • High quality, color consistent conversions to other file formats. Programmatic conversions, automated on-the-fly, predetermined by your team with such granularity and control over every element of the file.
4. Eliminating the risk of publishing outdated content, incorrect logos, or the wrong versions of images, creative files, and videos
Make it easy for your brand to be used and presented correctly.

Awesome DAM features that help:

  • Managing master assets and all versions along with a history of changes to the asset all in one place.
  • Embargo management with release dates and expiration controls.
5. Building brand awareness and equity
Represent your brand with the same visuals and messages no matter where it appears.

Awesome DAM features that help:

  • Extensions across the web from one source with Create Once, Publish Everywhere (COPE) strategies or “one internet, one file,” as we like to say. Make sure the right image/video/document file is being served by the central source of truth. No more guessing!
  • APIs, integrations, embed codes, and share links to extend your assets across systems that deliver and build upon the value of your content.
  • Asset analytics and sitewide Insights to see which content has the highest efficacy, interest, and positive perception, so you can replicate those pieces going forward.

Just make sure you do your homework when exploring different software options. Many solutions say they do DAM, but according to the DAM Foundation, a true DAM solution should meet the following 10 characteristics of DAM:

  1. Ingest digital assets and manage them and their metadata individually or in mass.
  2. Secure assets they contain, by defining access control lists and roles for users accessing the system.
  3. Store digital assets as both binaries and metadata. A DAM system should store multiple file types and allow you to customize metadata fields and the metadata attached to the stored files.
  4. Transform digital assets into new forms, such as thumbnails or proxy files. The new forms generated on asset ingest should all be stored as asset parts of the original file uploaded.
  5. Enrich assets through the extension of metadata and metrics regarding the use and reuse of the asset throughout its lifecycle.
  6. Relate assets by tracking the relationships between an original asset and versions of the original. Versioning and version control tools are central to an asset’s life in a DAM system.
  7. Regulate the management, creation, and review of assets with workflow tools. DAM systems allow for a decentralized workforce to collaborate together in a centralized system.
  8. Allow users to find and retrieve assets via metadata, collections, workflows, and access control tools. By increasing the discovery of assets, a DAM system helps workers leverage existing content for maximum work potential.
  9. Preview assets before downloading or opening a file. By allowing users to review assets quickly in search, without downloading them, DAM systems reduce the amount of time users spend in search.
  10. Produce/publish content via sharing, linking to, or otherwise distributing outside the system. This may be as simple as generating a URL or as complex as building collections of digital assets for sharing.

Managing your brand effectively is one of the best ways to preserve the integrity of your marketing communications, influence the way people think about your people, products and services, and support the strategic goals of your business. The right DAM system will support your brand by giving you control over your brand assets, from creation through distribution and preservation, and serving up the right content to the right people at the right time.

So, what are you waiting for?

Contact us today to see how the Widen Collective can help manage your brand and deliver a positive brand experience to your audiences!

Topics: Marketing, DAM

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