Brand Consistency With Dam – An Inseparable Duo Like Batman and Robin
Brand consistency requires persistent and consistent effort. By utilizing the DAM platform as the cornerstone of brand management, companies can ensure that their brand is consistently used across every channel, with the correct materials, and without losing any files along the way.
A company is as much defined by its brand as it is limited by it. When we think of Fazer, our minds are filled with the fluttering blue color, we taste the creamy white chocolate on our lips, and we hear the Finlandia anthem playing on the sea, accompanied by the choir of warblers.
There is no Nokia without the shock-resistant 3310 pocket phone, and the frustration that grips us when we encounter the company’s new logo, which we can’t quite make out. And don’t even get me started on Iittala, whose internationally successful rebranding made people think it ruined the entire brand. What am I going to do with the labels that have been collecting bacteria on my dishes for 10 years?
A brand encompasses the identity and image of a company, to which the very essence of its services is attached. Anyone interested in growing their business knows that without a strong brand, there is no growth.
However, maintaining a brand is not simple, as it encompasses every aspect of a business. Whether it’s a cookie offering in a customer meeting or a cute shiba puppy in a logo, all contribute to the brand image.
This is where communications and marketing play a significant role, as they are responsible for external brand management. It’s an area that is increasingly crucial in the ever-disruptive digital environment.
Brand consistency requires a continuous process
Brand management means the efforts of a company to maintain and develop its own brand. Brand management is a continuous process that does not take breaks. It includes, for example, creating a brand strategy, nurturing brand consistency, defining the brand position and all the other day-to-day activities that go into developing your brand.
When it comes to digital branding and brand management, elements such as advertising, logos, websites, and social media take precedence.
However, this presents one of the main challenges in brand management: the overwhelming number of materials and platforms where they are used. Maintaining brand consistency across all these channels, all the time, is a real challenge.
The reality is that companies may have hundreds, if not thousands, of individual assets for brand management. These assets are not only used in their own channels but also by their partners, staff, and various advertising platforms, from street banners to TV and the web.
Furthermore, brand management must consider many other parameters, including audiences, regions, channels, campaigns, partners, timing, and more. The list is extensive.
Rather than pointing fingers at the failures resulting from mismanagement of these elements, we prefer to highlight a solution that has become an internationally accepted part of modern brand management: Digital Asset Management (DAM) platforms. DAM platforms are the cornerstone of successful digital asset management and brand consistency.
Brand Consistency With DAM
The most important job of brand guardians is to make sure that the brand remains coherent and consistent. To keep the brand vibrant, both brand materials and brand guidelines must be easily accessible to all.
The primary goal of DAM platforms is to simplify the management of digital assets. They offer the search functionality of Google, making file retrieval a breeze. Moreover, the platform allows you to control access, facilitating collaboration with both internal and external partners. Additionally, comprehensive integration features enable seamless connection to other platforms, streamlining brand management across channels.
The specific features may vary depending on the DAM platform and service provider. Below, we have outlined in detail how DAM aids brand management.
1. Centralizing
All your assets and materials in one place, easily and quickly. That’s what DAMs are all about!
Whether it’s assets from a huge new marketing campaign or images from customers, it’s all possible to collect everything on a single platform that won’t snap no matter how much material is stored.
Let’s turn the other way round. Without a DAM platform, brands unfortunately often struggle to archive, find and use materials. Materials can be anywhere – stored on employees’ computers, in physical archives, in a partner’s cloud storage environment, or anywhere else. That makes the whole picture difficult to manage.
The biggest potential problem here is the loss of files. When files are only stored “somewhere”, it is more the rule than the exception that they will either disappear in your mind or disappear completely. And goodness help you if you have to go looking for that one particular picture taken a couple of years ago, you don’t even know where to start.
Having all your assets on one platform means you can guarantee that they’ll always be there when you need them. They don’t get lost, their value just increases because they can be easily reused. There is no risk of having to recreate some materials, let alone create completely new ones.
Through centralization, you can also ensure that your brand strategy is implemented and that the materials are used as intended.
2. User access
The deck of this yacht can fit everyone!
DAMs are not just about collecting and archiving files; they’re also about maximizing their utility. DAM platforms boast an advanced user management system, allowing precise control over access and permissions across the entire platform.
Sharing assets is effortless too. At its simplest, files on the platform are accessible via a shared link, and many platforms also offer their own portal for downloading curated content. Users can be added separately to folders and projects within the DAM as desired.
3. Archiving
Companies can possess an infinite number of files. By archiving them in a proper DAM, you can ensure that all your valuable materials are protected through storms and blizzards.
High-quality cloud storage, combined with extensive search capabilities, ensures that materials can be easily found and reused at any time. Overall, a DAM platform invested in as a SaaS service is by far the most reliable archiving option.
4. Accessibility
According to a market study we conducted, the average person in a large or small business spends at least five hours a week searching and managing media files. That’s a lot, isn’t it?
DAMs can save up to 70% of this time. The platforms are equipped with comprehensive metadata and search capabilities, ensuring that both the desired files and folders can be found as easily as possible.
DAMs allow for a clearer and more systematic workflow for retrieving data, and several automation features allow data to be tagged without human input.
This means that surfing through waves of massive amounts of material makes sense and wastes as little time as possible.
5. Distribution and other integrations
As mentioned earlier, most DAM platforms integrate seamlessly with other platforms and systems to streamline workflows.
DAMs also provide a brand portal for easily distributing logos, photos, templates, fonts, brand guidelines, and other brand materials.
Additionally, DAM can be integrated with social media platforms, streaming services, websites, or other digital platforms. The main idea is that materials can be distributed directly from DAM to the world without unnecessary steps in between.
Even stronger and consistent brand
In the ABCs of brand management, we need not look further than ‘D’ for the DAM platform, identified as the key to maintaining a consistent and high-quality brand.
Brands are not merely ‘one-hit wonders’ but the culmination of long, meticulous, and consistent efforts. It involves building brand reputation in the eyes of the target audience. Consistent brand management and coherent brand materials are essential for maintaining customer trust.
In the initial chapters, we highlighted how different images and colors evoke associations with various brands. To create a memorable brand image, visual elements must be used correctly.
The brand is omnipresent, existing wherever the company does. With brands increasingly visible across different platforms, it’s crucial to ensure their correct usage.
The solution to this lies in digital asset management. DAMs aid in developing brand memorability and recognizability, strengthening brand identity, and delivering company messages across channels. And of course, to take care of your brand consistency.
DAMs represent a smart and strategic investment for companies aiming to enhance collaboration among teams and ensure the availability and safety of all files. They ensure that all employees understand which materials are relevant to brand management.
Curious about the best DAM solution for your business? Book an appointment, and we’ll provide the answers.
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