Digital Asset Management Alone Isn't Enough

You have a Digital Asset Management (DAM) system in place to store, organize and share your approved brand assets. But by itself, DAM is not enough to end brand sprawl. Here’s why: DAM platforms fall short when it comes to asset generation and providing a holistic system for brand management. They also provide their customers with an empty, unfurnished house. The customers are responsible for populating the platform with all their assets and then maintaining them. Simply put, Digital Asset Management tools solve the “what” but not the “how” or the “why”.

DAM, A Good Place to Start

Digital Asset Management has been around for a while. Platforms like Box, DropBox, OneDrive, and Google Drives are forms of digital asset management. They all provide a cloud-based home for digital files and assets that can be organized and shared. The problem is that even specialized DAM software only gets you halfway there.

We have seen firsthand several examples of enterprises who have adopted DAM software only to double down a year or two later on another piece of software, or expand their brand management team because the DAM alone wasn't enough to reign in brand sprawl across all of the touchpoints their brand operates to serve.

We've all heard the phrase, "a picture is worth a thousand words." That holds true but you need more than a thousand words to tell an effective story, you need more than a collection of assets to build an effective brand.

The Solution:  A Brand System

So what can you do? You need to create a brand system that will provide you with the guidelines, tools, and processes to manage your brand consistently and effectively. With a brand system, you not only have digital assets stored, organized, and shareable but you also are able to inform on the "why" and "how". A brand system will help you control brand sprawl while freeing up your time to focus on more strategic initiatives. So if you want to get serious about managing your brand, start by creating a comprehensive brand system.

Right now, your creative team goes into the DAM, pulls down a set of assets, grabs the brand guidelines, and then goes to work. Imagine if instead, your creative team was able to enter a brand system where the entire brand story was told, select the type of asset they want to create and were provided with a playbook on exactly how to build that asset in a way that is consistent with your brand.

Don’t Take Our Word For It

The most influential brands in the world realized that they needed something more than just digital asset management. They needed a holistic approach to brand management. They needed a tool that empowers creative teams, both internal and external, to build beautiful, on-brand assets confidently. That’s why companies like Uber, Twilio, Netflix, Facebook, Audi, and more have all adopted brand systems. You should too!


Brian Felker

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