A brand’s image is an integral factor in consistent communication between the customer and the business. The reputation and strength of a brand correlates to the brand’s image so developing core brand materials that consumers positively associate with is essential. Having a location that can securely manage and store a brand’s intellectual properties can generate further protection on top of any copyright or other legalities. A digital asset management system helps protect a brand’s intellectual properties by providing the tools for professionals to maintain brand image within a secure and intuitive infrastructure.
Within a digital asset management system, an asset has a defined set of metadata attached to it that can be populated by administrators. This includes the usage information being configured individually or bulk if necessary, to any type of asset. A photo library may be set up within a DAM, requiring the need for information to be available about where, how and who can use the images. When sharing or downloading, the user will only be able to access the asset by accepting the usage terms and conditions listed on the preview screen. This provides control over intellectual properties and maintains global brand compliance.
Adding security levels to sets of assets can ensure only the right people see the right assets. This means that brand managers or specific teams can only see a confidential set of assets and no other users have the visibility over them. Whole areas can be configured with content relevant to those that have the permission, allowing different department’s to share and store content with the appropriate people.
To ensure consistency, brand materials must be used in a certain way. However, if guidelines are not easily accessible by anyone using them then it is likely they will be misused, from a logo placed on an incorrect background to a colour being used across campaigns that is not on the official colour palette. Guidelines are effortlessly located through a DAM and organisations have the flexibility of updating new versions within a few seconds to ensure all users have the most up document.
In every industry, some more prolific than others, compliance is a large part of any project. Making the compliance process easier for employees is important in improving efficiency and minimizing the risk associated it. With an activity task management tool, users can track progress and intuitively manage compliance tasks by securely sending approvals to designated teams. Global organisations often struggle with keeping all locations on brand while still tailoring communications to a local audience. With artwork automation, pre-defined brand compliant templates can be configured and limited fields can be populated. This allows localisation of marketing materials while still being consistent in the look and feel.