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Tips for Naming Your Digital Asset Management System

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Tips for naming your digital asset management (DAM) system.

In a notable passage from Shakespeare’s “Romeo and Juliet,” Juliet ponders the value of a name. She says, “What’s in a name? That which we call a rose by any other name would smell as sweet.” In other words, she thinks that names don’t really matter all that much. 

But here at Widen, we disagree. After all, names are an important part of any branded experience. And when it comes to tools like a digital asset management (DAM) system, the right name can go a long way in bolstering system adoption and ongoing user engagement. 

That’s why many of our customers give their Widen Collective® site a name that is descriptive, unique, or memorable. But finding a name that reflects your site’s purpose and company brand can be challenging. So let’s look at some tips and best practices that will help you choose a top-notch name for your Collective site. 

When to name your DAM system

Customers often select a name for their DAM site during implementation. In our guide, Digital Asset Management Implementation Playbook, we outline how to make this process unfold smoothly — including when to finalize your site name. 

Another trigger for selecting a name is if you decide to rebrand your DAM site. A name is just one of many components that contribute to a cohesive branded environment for your users and can assist with user adoption when you relaunch your site. You can learn more about ways to brand your Collective site in this blog article

Brooke Emley, our Head of Implementation and a former DAM admin extraordinaire, shared her thoughts on naming a DAM system:

Choosing a DAM name is tricky but fun. The key is to know the users, the mission of the DAM system, and the company culture. If the company is modern or in a creative field, it’s effective to go with a short name that is inspired by the company’s history, products, or industry. If the DAM system will be accessed by many external users, is in a highly regulated field, or exists in a formal/corporate environment, go with a name that is easily understandable.

Best practices to keep in mind

When creating a list of possible names for your DAM system, consider options that will:

Align with the mission for your organization or brand. Your DAM system should reflect what your organization stands for. 

Meet brand standards. Your DAM system plays a vital role in maintaining your brand integrity, and the name shouldn’t be an exception.

Embrace your company culture. Your DAM system should feel like a natural extension to your workspace. Will referring to it by name in meetings or during a coffee break feel natural?

Incorporate the department or functional area leading the project. If a specific team is going to own and manage your DAM system — such as marketing, creative, public relations, or sales — it could be part of the name.

Fit the primary group(s) of users of the system. If a defined team or audience is going to be the primary user group — such as marketing partners, sales channels, or dealers — it could be part of your name.

Highlight the types of assets that are most common. If the system is going to house a specific asset type or category — such as images, photos, videos, or marketing materials — it could be part of your name. But if it’s all of the above, use a more general term such as media or brand assets.

Have longevity. Focus on the long-term value of your DAM system more than temporary trends. Choose a name that will reflect its purpose as it evolves and expands. 

Quick tips for picking a name that sticks

To land on a name that will resonate with your users and stand the test of time, aim for these four goals:

  • Be creative. Names that are catchy and fun are easier to remember.

  • Be realistic. Names that fit the purpose of the system set clear expectations.

  • Be memorable. Names that are easy to remember encourage frequency of use.

  • Be simple. Names that are confusing will turn users away.


Names that hit all four of these goals are usually two or three words. We’ve listed some popular word choices in this chart below. An effective name could be any combination of the “asset type” and “system type” words.

Chart for picking a two-word name for your DAM system.

Sample two-word names
Brand Center, Creative Library, Digital Gallery, Digital Toolkit, Image Library, Marketing Builder, Marketing Library, Marketing Toolbox, Media Database, Media Library, Media Source, Multimedia Collective, Partner Portal

Sample three-word names
Brand Asset Library, Creative Resource Vault, Digital Image Gallery, Digital Media Library, Image Management System, Marketing Resource Center, Video Asset Library

You may want to attach your organization or brand name to the front of the two- or three-word combination. For example, “Widen Marketing Toolbox” or “Widen Brand Asset Library.” Doing so may even result in an acronym for your system that makes it easier to refer to. Our internal DAM site is called the “WAM,” short for Widen Asset Management.

Customer examples

There are a wide range of creative names that Widen customers use for their Collective sites. Here are just a few examples.

Beam Suntory: The DAL (Digital Asset Library)
Beam Suntory's Widen Collective site, "The DAL."

Crayola: The Crayola Gallery
Crayola's Widen Collective site, "The Crayola Gallery."

HARMAN: The HARMAN Media Library
HARMAN's Widen Collective site, "The HARMAN Media Library."


Where to use your DAM site’s name

Generally, the name of a DAM system appears on the login screen, the header within the application, and the URL. There is a standard URL assigned to all new systems or customers can choose a vanity web address, or custom URL. This allows the site name to be the URL, like www.widenresourcelibrary.com, as long as someone else isn’t already using it. 

Not only does a vanity URL contribute to the overall site branding, but it can make the site easier to remember (and strengthen user engagement). Keep in mind is that procuring and maintaining a proprietary URL may have associated fees. 

How Widen can help

Want a fully-branded Collective site, but don’t have the resources to do it? Widen design services can help! We offer support with everything from graphic updates to a new brand strategy — that includes selecting a site name. Workshop options are:

  1. Brand Positioning and Guidelines workshop
    Focus on your brand messaging, visuals, and positioning to get everyone on the same page about who you are and what you stand for. Establish the rules for your brand, then communicate them to your users.

  2. Brand Architecture workshop
    Focus on understanding the value difference between your sub-brands and overarching corporate brand, mapping your brand architecture, and agreeing on how to reflect that architecture in your DAM system.

  3. Brand Management workshop
    Focus on the purpose of your digital asset management investment by aligning it with other systems and processes that support your brand. Explore the 10 ways the Widen Collective can power great brand experiences for your audiences.


Whether you’re an established or evolving brand, our team of talented creatives and brand experts can help you showcase your identity in your DAM system. If you’re interested in learning more about design services or seeing a demo of the Widen Collective, contact us today!

Topics: DAM

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