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Brand asset management vs digital asset management
Explore the differences between brand asset management (BAM) and digital asset management (DAM) in our comparative guide.
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Continue readingWhy you need more than just a DAM system
Why you need more than just a DAM system to truly protect your brand
You probably already use some form of Digital Asset Management (DAM) system. They act as a searchable archive to control, manage and distribute your assets.
DAM grants stakeholders access to the assets they need. However, there are times they must make new content to share with customers and other contacts. The marketing team needs to overcome the significant challenge of keeping them on brand and ensuring assets are used correctly.
This is where your needs extend beyond digital asset management. Brand management is crucial to empowering your team to create exceptional, on-brand content that delivers positive and consistent customer experiences.
Fortunately, RightMarket helps you with exactly that, giving your colleagues the tools to become brand designers.
How is our Online Brand Centre different to DAM?
We help organisations streamline their branded marketing material production. We leave the storing of assets to platforms specifically developed for it. However, we do integrate with DAM systems to provide a seamless link between the creation and storage of assets.
Are you still getting requests for the routine creation of assets?
Many companies face a daily need to produce marketing materials day-to-day. RightMarket simplifies it through a system of branded templates.
Everyone, anywhere (not just DAM users) can instantly create their own marketing collateral. They don’t need to resort to a designer or submit a brief to the marcomms team.
As a result, we eradicate production bottlenecks and delays in turning around everyday requests, giving people time and resources to concentrate on strategically important projects.
Is it a struggle to keep everyone on brand?
Our templates are aligned to your requirements and brand guidelines. Once they’re in place, you can be confident everything that gets produced stays on brand, all the time, every time. Our Tone of Voice Assistant will also keep all the content on message.
How does our Online Brand Centre integrate with DAM?
Users need to upload images, brand icons or partner logos onto templates to create effective designs. RightMarket fully integrates with your DAM system, so people only see and therefore use your approved assets.
The files’ permissions and rights are carried through to RightMarket. When your DAM updates, what users access in their Online Brand Centre will update too.
Does your DAM system already offer an extra plug-in that creates templates?
If you wonder how RightMarket measures up against these kind of extensions, we’ve done the hard work for you. Below, we list the ways it differs from DAM – and how it works in conjunction for effortless brand management.
How are RightMarket and a DAM system different?
How do RightMarket and DAM complement each other ?
Want to know more?
If you have any questions or you want to understand more about Online Brand Centre, drop us an email at [email protected] or call 01354 606 730 for a chat.
Book a demo today
To uncover how RightMarket can help you achieve brand consistency and trust, so you can focus on maximising performance.
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Continue readingWhat is brand management?
What is brand management and how can you do it effectively?
If you have a brand, brand management is crucial part of its success.
Think about walking through a department store. You are surrounded by different brands, products and sales. Inevitably, your senses are overwhelmed. The first place you go is to the brands you already know and trust.
You might not know it, but you end up at the Apple counter instead of another because your brain instantly recognized and trusted their design. Or you reach for the Coca-Cola at the till instead of the sugary new brand next to it because you know what to expect. As you step out, you choose a quick Starbucks instead of trying the greasy spoon next door. You can guess why.
What do all these brands have in common?
It’s a well-known fact that building a brand is only the first step in the long staircase to success. Brand management is the rest of it. It comprises marketing strategies dedicated to maintain, grow and create awareness around the brand and products it offers.
Good brand management results in close relationships with its audience, increasing its brand equity.
What is brand equity?
Brand equity is the broad value of a brand. Not just in financial and liquidity terms, but in its perception. It includes:
- Brand awareness
- Recognition
- Brand loyalty
- Customer experience
- Customer perception
It may seem subjective. But effectively, brand equity is the value a company has from its name. If a brand becomes the first choice among consumers (even when it’s next to generic, lower priced brands), it enables the company to increase price points and therefore, increase their revenue.
Brand equity is as tangible as financial returns. Management allows you to build and protect your brand equity.
Brand management strategies
Before the internet, brand management used to be easier to control. The outputs of a brand could be ordered, monitored and approved centrally.
However, the increased demand for content in a digital world has left marketing teams struggling to meet demand. If you have other teams constantly requesting designs for content and collateral, which you can’t meet, you risk them creating their own. The risk is that these won’t be on-brand, which could damage your brand equity.
Fortunately, there are a few ways to ensure brand management is done effectively, allowing you to best possible protection from the negative consequences.
1. Go over the basics
Make sure you have the basic branding principles nailed:
- Visual identity (logo, colours, visual elements)
- Tone of voice
- Mission and vision
- Target audience
2. Create brand guidelines
Once the basic elements are set, they will enable you to create online brand guidelines that are easily accessible for the main people in your teams. Need help with your brand guidelines? Contact us.
3. Understand your story and value
Personal connection comes from the way you communicate your story and your value. Understanding what makes your target audience tick is essential to building lasting connections with your customers.
4. Use a brand management system
The previous steps will help you understand the delivery of your brand, but the problem with demand remains. A brand management system, such as RightMarket, solves it for you. Your Online Brand Centre within our product will allow you to have an online, centralised space for all your teams to access brand management activities, content, and messaging. Communicating your branding, guidelines and values is the responsibility of everyone in your organisation. And while Marketing teams are the glue that holds it together, their time is better spent thinking about the broader aspects of brand management and growth.
RightMarket takes care of the nagging, moving parts of brand management: making sure everyone within your organisation is staying on brand, all the time.