What is brand asset management?
You might still be asking yourself, What in the world is brand asset management? It’s as simple as the practice of managing your brand assets, which means keeping track of all your branded content, including your digital media content, logo variations, fonts, colors, brand guidelines, images, copy, and more.
Think about your favorite clothing company: Do they have a set of company colors that they stick with year-round? What do their social media platforms look like? Do they consistently use the same fonts, colors, and styles? Maybe you could even find out who does their brand asset management and whether it’s done through an asset management program or a hired professional–or both!
In short, brand asset management is the standardization of all past, current, and future content to maintain in alignment with the brand’s guidelines, intentions, and overall “vibe.”
Why is brand asset management important?
For those who aren’t acquainted with digital marketing, it might not make sense why nearly everything within a brand needs to be standardized. The answer lies in predictability. If Starbucks constantly changed up its menu, logo, and brand colors, where would that leave us? Probably confused, unable to tell which cafe was Starbucks, and tired of constantly reframing how “Starbucks” is defined in our heads.
In the real world, Starbucks is a fantastic example of high-quality brand asset management. Their logo is recognizable among others on freeway signage, mall directories, and the abundance of coffee shops in today’s world. They keep customers satisfied with a consistent but seasonally-rotating menu, featuring limited-edition beverages like the pumpkin spice latte in autumn and employees wearing red aprons during the holiday season.
As discussed above, we don’t want customers to feel lost in a sea of unrecognizable–or worse, unpredictable brands. Take a page from Starbucks’ book and invest adequate time, energy, and money in brand asset management.
How can I use brand asset management to benefit my company?
Brand asset management can benefit your company in a myriad of ways. Firstly, it helps maintain a consistent image, so customers learn to recognize your company by your logo, as well as the colors, styles, and fonts you use. Brand asset management can also help you manage a larger company–even a global brand–by standardizing your content with logos. This not only makes your company stand out among the others but protects your brand identity.
Contact us about branding with any questions, concerns, or projects you may have!
