What is brand asset management (BAM) and how do you leverage it?

BY BOOM Editorial

With multi-channel marketing now the norm, most businesses are creating more content for more platforms than ever before. From display templates through to design guidelines, keeping track of a scattered and growing collection of brand assets can be a big challenge. 

Discover how the very best of brand asset management technology such as BOOM’s Worksite can help ensure business-wide consistency, more efficient content production, and ultimately, a stronger brand. 

What is a brand asset? 

Brand assets are all of the elements you use to create, grow, present and strengthen your brand’s unique identity. They’re the building blocks that you work with to create all of the materials to define and promote your business; everything from flagship video adverts on YouTube, right through to the customized signature on your emails. 

Here are some examples: 

  • Your brand name and logo 

  • Color palette 

  • Packaging layout 

  • Slogans or taglines 

  • Audio jingles 

  • Typography 

  • Designs and imagery (frequently used graphics, photos and headers) 

  • Background music for video content 

  • Video intros/outros 

  • Templates (e.g. for landing pages, emails, product listings and brochures) 

  • Brand guidelines: i.e. a rulebook setting out how the other brand assets are to be used. This covers things like copy tone, color, style and image placement. 

What is brand asset management (BAM)? 

Brand asset management (BAM) refers to the organization, storage, retrieval, distribution and general management of all your brand assets. 

Under the traditional approach to BAM, designers, marketing and brand managers usually have to manually upload logos, images, text documents and all other brand assets to a folder. Other employees are then expected to access these and put them to work in line with the latest brand guidelines or other instructions. However, with multiple channels requiring fresh content and with so many assets being created, it’s extremely difficult to ensure that your branding rules are being adhered to. 

A modern comprehensive BAM system makes management a lot easier, with much less risk of employees going off-brand. 

How do BAM platforms work? 

The best platforms (BOOM included) usually have the following capabilities: 

  • Asset organization. You get a centralized space to store, organize and share your assets. 

  • Search and retrieval. Your brand assets are systematically organized and defined with the platform through title tags and key metadata (e.g. creation and upload dates). Browse and retrieve the exact items you need via a powerful search function. 

  • Sharing and collaboration. Because it’s a cloud-based repository, branch office staff, home-based workers and external consultants can all get secure access to the assets they need. If you are worried about protecting your most sensitive assets, granular, file-specific permissions allow you to restrict access to particular files to specified team members.

  • Control. Managers can keep an eye on who’s accessing which assets, when, how often and for what purpose.  

What are the benefits of BAM software? 

A single source of truth 

Is this version of the image fit for our new campaign? How do I adapt it for our social media channels? Has it been approved by the client yet?

Brand asset management software ensures that team members can access precisely the right items, all in one place. Once a particular brand asset has outlived its usefulness, you can archive it in an instant - knowing that it won’t be recirculated accidentally at a later date. There’s less confusion and a much lower chance of mistakes, enabling employees to progress their tasks with confidence. 

Higher productivity

Employees should find that they waste a lot less time searching for assets, allowing them to get on with the job in hand a lot quicker. For managers, it also means fewer queries and errors to resolve, so more time for value-added work. 

Collaboration becomes a lot easier too, thanks to the ability to easily track changes to assets, without risk of versioning errors. 

Greater oversight

Through BOOM’s Worksite, it’s easy for managers to drop in on projects and check that assets are being adapted and used in adherence with branding guidelines. This helps to massively speed up the approval process so campaigns can be rolled out quicker. 

A stronger brand 

If the wrong tagline, out-of-date imagery or off-brand message finds its way into a piece of marketing collateral, it can take the shine off even the most impressive campaign. 

With its authoritative central repository, BAM makes it a lot less likely that off-brand material will slip through the net. This makes it a really useful tool for ensuring consistent, cross-channel messaging. 

Who needs a brand asset management system?

From the head of marketing right through to junior creatives who are just getting to know your business, all kinds of people find brand asset management useful. 

Marketing managers put a lot of time and resources into formulating a branding strategy. One of the biggest practical benefits of BAM software is that it helps ensure that the strategy actually gets translated into practice. It’s useful from a budgeting perspective, too, with less time and money wasted on having to revise or re-do pieces of off-brand collateral. 

For creatives, marketing assistants and other non-executive team members, DAM and platforms with similar characteristics such as BOOM’s worksite, directly address some of the biggest frustrations involved in content creation and distribution. By giving team members exactly the assets they need, right when they need it, you get less confusion, easier collaboration and smoother workflows. 

Start managing your brand assets with BOOM 

Brand asset management is actually very closely related to digital asset management (DAM), which refers to the management of ALL your corporate digital media and marketing collateral - not just your branding building blocks. One of the best things about the BOOM Worksite is that you don’t have to make a choice between DAM and BAM. You actually get full BAM capabilities within a wider platform which includes DAM solutions.

To start leveraging your brand’s visual assets for maximum return on investment take a closer look at the BOOM Worksite

Visual transformation in a snap