Why Brand Asset Management is Important?
You’ve worked tirelessly to develop a strong brand voice, and now, you’ve successfully built global brand recognition. However, all that hard work can quickly go to waste if you fail to maintain consistency in your branding.
But which consistency are we talking about? And how to maintain that consistency? Why is brand asset management software essential for your business, and how can it help you develop a powerful brand presence that sells like hotcakes?
In this article, we’ll clarify these questions. So, let’s get started.
What is a Brand Asset?
To understand brand asset management software, it’s essential first to clarify what brand assets are.
Simply put, brand assets are the various elements—documents, text, typography, color schemes, and other multimedia—that visually and emotionally represent your brand. For instance, Coca-Cola’s signature popping red color paired with its custom typography is instantly recognizable.
The golden arches of McDonald’s or Disney’s distinctive typeface are other iconic examples of brand assets.
But are brand assets limited to just logos and fonts? Not at all. Brand assets include much more.
Any and every element that contributes to the identity and recognition of a brand is considered a brand asset. For example, Nike’s iconic “Just Do It” or Starbucks’ signature green and white color palette—both serve as excellent examples of branding that not only convey core values but also act as subtle and powerful calls to action.
In addition to logos and color schemes, brand assets cover various other elements, such as:
- Product packaging
- Jingles or audio signatures
- Slogans and taglines
- Website design elements
- Social media visuals and layouts
- Videos and promotional content
- Songs or sounds
- Celebrity endorsers and/or influencers
- Graphics and color palette
Are Brand Assets and Digital Assets the Same?
When you’re reading about brand assets, you’re likely to come across the term digital asset. While both these terms may refer to the same material in most cases, they’re not the same.
You can think of digital assets as the main trunk, with brand assets as branches sprouting from it. Digital assets refer to all the digital and multimedia content produced, owned, and used by a business, including everything from photos and videos to documents, presentations, and website files.
All such digital assets that are used for the recognition and presentation of a brand are then called brand assets. Digital assets have wide use in marketing. They provide businesses with the content needed for their advertising campaigns, social media outreach, and digital presence.
However, brand assets are the strategic pieces within the more extensive set of digital assets that actively shape and represent the brand’s identity.
What is Brand Asset Management Software? Why is it Necessary? And What is Meant by Consistency in Branding?
In simple terms, brand asset management (BAM) software is a tool designed to organize, store, and manage all of a company’s brand assets—such as logos, fonts, videos, and more—in one centralized location. But why is it so important to manage your brand assets? And what does “consistency in branding” actually mean?
Let’s explain with an example. Imagine a brand named “ABC” that has worked tirelessly for two years to build strong global brand recognition. Since day one, ABC has used a calm blue and baby pink color scheme for its logo and overall branding.
Now, if ABC suddenly changes its branding assets to completely different colors, it could have a dramatic negative impact. Regular consumers may not recognize the brand anymore, leading to confusion. The business risks losing its personality, its distinctive vibe, its customer loyalty, and, potentially, its leads.
BAM Tools Help Build Brand Awareness. Here’s How!
Studies show that 81% of people only purchase from brands they trust. Building this trust is a part of brand awareness, and that is achieved through efficient branding. Here’s how BAM tools can contribute to this process:
Streamlined Asset Access and Distribution:
With BAM software, all your brand assets—from logos to marketing materials—are stored in a single, easily accessible location. You can easily locate and distribute the data to different team members and stakeholders involved.
Easy Brand Assets Creation:
You invest a lot of time and resources into developing your brand assets, but with BAM tools, managing them becomes much more straightforward. Most BAM platforms even feature drag-and-drop editors that allow you to effortlessly create branding elements—ranging from logos to trademarks and color schemes—with just a few clicks.
Ensuring Brand Consistency:
BAM software enforces your brand guidelines by ensuring that only approved assets are used, reducing the risk of off-brand materials being shared. This consistent presentation helps solidify your brand identity in the minds of your audience.
Time-Saving for Marketing Teams:
Marketing and design teams can waste hours searching for or recreating assets. With BAM software, these teams can instantly find the latest versions of everything they need.
Improved Collaboration and Efficiency:
BAM software facilitates better collaboration by allowing team members to work together on branding projects in real-time, no matter where they are. This speeds up the review and approval process for marketing campaigns and ensures timely execution.
Enhanced Brand Control:
Whether your team is internal or external, BAM software allows you to maintain complete control over how your brand assets are used. You can set permissions and manage access to ensure that only authorized users can edit or distribute assets.
Data-Driven Insights:
Many BAM platforms offer analytics on asset usage. These insights help you understand which assets are most effective in your campaigns and can guide future branding decisions.
Final thoughts:
In a nutshell, brand asset management software helps you create, store, and distribute your brand assets within your team. It’s constructive in building a solid brand presence and maintaining consistency in your branding.
Ethos is an innovative BAM platform that makes managing your brand assets easy, all in one place. With integrated AI, you can even generate compelling taglines that not only communicate your brand message but also serve as subtle calls to action. Best of all, you can try Ethos for 30 days completely free—no credit card required!
