Enhancing Brand Management Operations with DAM

In the fast-paced world of marketing, brand management stands as a cornerstone for businesses in any industry. But what exactly is brand management? Simply put, brand management is the process of maintaining, improving, and upholding a brand so that it resonates with current and potential customers, stays consistent across all platforms, and ultimately contributes to a company’s goals.

The Impact of Digital Transformation on Brand Management

Digital transformation has radically altered how brands interact with their audience. It’s not just about adopting new technologies; it’s a profound shift in business operations, centered around customer needs and experiences. This transformation means more than just an online presence – it’s about integrating digital processes in every aspect of business to enhance customer engagement and satisfaction.

Brand management faces unprecedented challenges. Digital platforms have not only changed how consumers interact with brands but also how brands maintain their presence and reputation in the market.

Amidst this flux, digital asset management (DAM) systems have emerged as a vital tool for companies seeking to navigate the complexities of the digital age.

This blog post explores the evolving landscape of brand management in the era of digital transformation and how DAM systems offer a strategic solution to its challenges.

In this blog post, we’ll delve into:

• Challenges in modern brand management
• Harnessing DAM for effective brand management
• How MediaValet helped Experian through digital transformation and brand management

Challenges in modern brand management:

The digital era has significantly transformed brand management. With the advent of social media, mobile technology, and digital channels, brands now have more platforms than ever to engage with their audience, meaning a higher volume of digital assets to manage and expectations to quickly adapt.

For some brands, digital channels may even represent the only customer-business interaction. For brand management, this means adapting strategies to meet the expectations of a digitally savvy audience.

The primary challenges include:

• Consistency and Coherence: With multiple digital platforms, maintaining brand consistency becomes harder to manage.
• Volume of Digital Assets: The sheer volume of digital content required to engage customers across various platforms can become overwhelming.
• Brand Agility: The rapid pace of change in digital trends demands agility in brand strategies.
• Brand Integrity: Safeguarding intellectual property and brand image in the digital space is increasingly complex.

Brand management has evolved to be more dynamic, data-driven, and customer-centric than ever before.

It requires tools and software that not only integrates seamlessly with the existing tech stack, but that also serves entire organizations.

A Digital Asset Management (DAM) system is a powerful tool in the arsenal of modern brand management. It serves as a centralized repository for all digital assets, ensuring that the latest and most accurate versions of brand materials are accessible to stakeholders.

At its core, a DAM system is a centralized repository that stores, organizes, manages, and distributes an organization’s digital assets. This includes images, videos, audio files, and other digital content. Beyond just storage, DAM systems enable efficient asset retrieval, version control, rights management, and integration with other marketing and business tools.

Harnessing DAM Systems for Effective Brand Management

DAM software streamlines the process of organizing and retrieving digital assets by becoming a single source of truth for all of an organization’s assets.

It can help to reduce the risk of using outdated materials and facilitate easy sharing of brand-compliant resources.

Let’s break down a few of the most impactful effects a DAM can have on brand management:

• Enhanced efficiencies: A DAM streamlines workflows by making it easier to find, share, and repurpose assets and collaboration by enabling secure access to non-DAM users helping to maintain a cohesive brand image and save time in marketing operations.
• Accelerated time-to-market: A DAM enables your team to bring your most impactful assets to market faster and to secure customer and target audience engagement ahead of the competition, helping to enhance brand reputation.

• Consistent brand representation: CDN linking enables you to expertly manage web content – published changes to assets are instantly reflected to save time and maintain consistency across channels and properties.
• In-depth analytics: A DAM can aid in brand strategy by providing insights into asset usage and performance. Track which assets are most effective, helping to inform and refine brand strategy and development based on data-driven insights.

• Scalability: As your brand grows, a DAM system grows with you, managing increasing volumes of assets seamlessly.

Interested in how a DAM works in a real-world setting? Experian partnered with MediaValet in 2016 to help manage their brand refresh and have seen it massively aid brand management across distributed teams and external stakeholders.

How a MediaValetDAM helped Experian’s Brand Management

Experian is one of the world’s largest global information companies and must manage brand consistency across 45 countries.

Before undergoing a brand refresh, the team at Experian knew that it was crucial to maintain consistency across all regions and campaigns.

They wanted to:

“Ensure that our brand is cohesive and consistent [and] that we’re all speaking with a single voice and brand vision.”

With the sheer volume of brand assets created during the refresh, and the number of stakeholders that needed to access them, Experian wanted to build a central library that was accessible even to their distributed teams.

To do this, they needed new tools and technology. Something that could help them work collaboratively across regions, borders and business units.

They turned to MediaValet.

The platform has proven to be particularly valuable to manage the brand even with distributed, remote teams.

They’ve worked closely with the MediaValet team (a complimentary, unlimited aspect to partnering with MediaValet) to ensure widespread adoption of the platform.

Managing more than 10,000 assets within the library, they’ve leaned on the LightBox function to streamline sharing capabilities and to save time.

Experian has seen their brand transform worldwide and have maintained it seamlessly with the help of the MediaValet DAM.

“It was a comprehensive, enterprise solution, that was incredibly easy to understand and use.”

Read the full Experian story here.