Many brand assets, like logos, come in several sizes and colors. Different marketing materials call for different assets. It’s important to include all of these options when collecting and organizing your brand assets.
Benefits of a Brand Asset Management System
A brand asset management system offers numerous benefits. When a brand asset management system is put in place, companies can be assured that their brand’s integrity is protected through the proper use of brand assets. For example, your sales team won’t need to create a sales deck from scratch, guess your brand’s font color, or pull stock images off Google. A brand asset management system will provide the team a branded template filled with the proper assets, so they can build a winning pitch.
Having the most up-to-date assets available also ensures that brand and legal guidelines are maintained during the entire creative process, which prevents channel partners from misrepresenting your brand. From visually appealing social media images to properly sized logos on a print piece, ensuring that assets are available for all projects helps keep a consistent voice and tone across every customer touchpoint.
Finally, the right brand asset management tool saves time and increases productivity, because your employees can quickly sift through the system to identify the right assets for their marketing piece. Gone are the days when hours were spent searching for brand assets, or outdated or off-brand materials harmed your corporate image.
How to Manage Brand Assets Across Channels
A recommended way to manage brand assets across channels is to use a through-channel marketing automation (TCMA) platform
. A TCMA platform is a powerful solution for brand asset management that can effectively organize your files and provide customizable templates that your local channel partners can leverage when creating local marketing content. When it’s easy for your local channel partners to access the right brand assets, they’ll be more likely to use them appropriately.
To further encourage local channel partners to utilize
brand assets, consider implementing advanced content access control so users only see content that is relevant to them. For example, if you want to incentivize partners to run a Black Friday campaign, you can use a TCMA platform to engage partners with the approved brand assets for that particular campaign, from paid Facebook advertisements to streaming radio ads.
The platform also empowers partners to seamlessly access channel funds when making marketing purchases. This simplifies brand asset management across channels by allowing local channel partners to execute personalized brand and legal compliant marketing campaigns quickly, accurately, and effectively. Using a TCMA platform for brand asset management can increase sales and ROI at the local level.
How to Organize Brand Assets
To organize brand assets, follow these steps:
1. Create individual folders for different types of brand assets
Separating folders for logos, brand guidelines, poster templates, boilerplates, and video files will streamline the navigation process for locating brand assets.
2. Use keywords and a structured nomenclature system for saving each brand asset
Develop a process for naming brand asset files. For example, when naming a photo file, describe the photo, its intended use, and write the date in a repetitive format like ProductBeautyShot.Advertising.7.22.20. It sounds tedious, but this simple step ensures users can easily find the file they’re looking for with minimal effort.
3. Make it clear which files are most up-to-date
Include the file’s date when saving it to make it clear which files are the most recent. If you’re retiring a logo or other asset but don’t want to delete it entirely, create a separate folder for archived files that should no longer be used in marketing materials.