Visuals such as images, videos, and rich media dominate how brands engage with consumers. Yet many organizations still struggle to manage these invaluable visual assets fragmented across teams and channels. Harnessing the full potential of visual content requires a modern approach – one powered by digital asset management technology. With the correct strategies in mind, this technology will allow a brand to shine through visual appeal.
The Rising Prominence of Visual Content
There is no denying the rise of visual content in marketing and communications. Visually led stories now rule social media. Videos are a commonality of online information sharing. Photos drive engagement across devices. Infographics simplify complex ideas. Augmented reality immerses customers experientially.
While visual assets attract audiences, they also pose new challenges for brands:
- Visuals multiply quickly, get scattered across silos, and become disorganized over time.
- Brand guidelines around visual content are not reinforced consistently.
- It is difficult to keep assets on-brand as they get copied and repopulate locally.
- Employees’ waste time searching for the right approved assets across networks.
- Usage rights and licensing protections for assets are unclear.
- There is limited visibility into how assets resonate with consumers.
Centralized management and organization of these assets is needed to harness their power at scale.
The Strategic Role of Brand Asset Management
Brand asset management provides the infrastructure to maximize visual content. This requires:
- A central accessible repository for approved assets
- Technology to organize assets at scale
- Systems to distribute assets across channels
- Tools to measure asset usage and performance
- Automation to streamline repetitive asset management workflows
- Capabilities to protect branding, IP, and usage rights
With these core functionalities in one platform, visual brand assets can be unified into a sophisticated ecosystem that amplifies their value.
Key Capabilities of Modern Brand Asset Management
Leading brand asset management today requires specialized software that:
- Stores assets in the cloud – Unlimited, secure, accessible storage
- Organizes assets using AI metadata, tags, and libraries with powerful search
- Optimizes assets by auto-generating sizes, formats, and smart crops needed for omnichannel publishing
- Distributes assets through integration with digital channels
- Automates repetitive workflows like resizing images, transcoding videos, reformatting files, etc.
- Collaborates allowing stakeholders to review, annotate, and approve assets in one system
- Controls access, permissions, and usage rights based on user roles and needs
- Analyzes asset usage and performance with detailed interactive dashboards
- Integrates natively with Adobe Creative Cloud, DAMs, CMSs, analytic platforms, and more
- Scales flexibly as needs grow without limits on storage, users, or functionality
This enables brands to unlock the full business value of their visual assets.
Strategic Benefits of Modern Brand Asset Management
Optimized management of visual assets power up branding and experiences:
- Consistent branding: Ensure visual assets reinforce brand guidelines across touchpoints.
- Legal protections: Control usage rights. Avoid IP infringements.
- Greater efficiency: Eliminate workflows wasted on asset searches, recreations, and edits.
- Enhanced agility: Quickly localize and adapt assets for campaigns and regions.
- Improved experiential quality: Maintain high-resolution, on-brand assets that immerse audiences.
- Heightened innovation: Foster creative ideation by making assets shoppable across teams.
- Informed decisions: Optimize efforts and fill content gaps based on asset insights.
- Futureproofing: Scalable platforms grow along with business needs.
With these gains, brand asset management delivers high strategic and operational value.
Best Practices for Managing Visual Assets
To extract maximum value from visual content, leading practices include:
- Centralize assets for a single source of truth while retiring outdated duplicates.
- Set metadata standards for tagging assets to assist findability.
- Clarify usage guidelines internally and externally.
- Integrate systems to auto-publish assets from DAM to web, social, ads, etc.
- Build workflows to automatically process new assets for multi-channel use.
- Annotate collaboratively on assets with comments and tasks tied to image regions.
- Cultivate communities to crowdsource visual content from employees, fans, and influencers.
- Measure engagement not just on impressions or downloads, but on reactions, dwell time, and clicks.
- Optimize performance by providing the highest quality and most relevant visuals.
With the right workflows, technology and adoption, visual assets can amplify branding and experiences.
Visual content is invaluable for delivering brand experiences, but only if managed properly. Modern DAM technology now makes this achievable. Seek solutions that unify visual assets into a single intelligent platform. Automate processes, integrate systems, and turn assets into actionable insights. With a future-proof visual asset management platform like ioMoVo, your brand is well-equipped to thrive in our multimedia world.