What's a brand asset management system?

A strong brand is at the heart of all successful businesses.

It’s not just a ‘nice to have’. Your brand is one of your most important assets which can actually impact your bottom line. As Forbes reports, a consistent brand across all the platforms you’re on can increase your revenue by up to 23%.

If you’re a growing company working across different channels - both offline and online - you’ll need tonnes of visual content. It can be difficult to do that content without sacrificing your brand integrity.

How do you keep everything looking and feeling consistent? With a brand asset management system, of course!

What are brand assets?

This is a good place to start. Brand asset are digital files which make up how your brand is experienced online. They can come in different formats, types and sizes. Here's a few examples:

  • Logos - And note the plural here. If you're a brand online, you'll have different variations and sizes of your logo depending on the channel you'll be using it for.

  • Brand style guides - Consistency is key. To achieve this, brands turn to style guides. These are usually PDFs which govern how designers and content creators should use your brand elements. 

  • Colour palettes - This will be set by your brand style guide. Every brand has a set of primary colours which form an important part in creating a cohesive brand. For Dash, for example, we have three core colours we use all the time - purple, aubergine and orange.
  • Fonts - Font files unique to your brand class as a digital asset. Like colour palettes above, these form a key part of your brand's identity, both online and offline.

  • Brand-approved marketing material - You don't want your on-the-road sales team using off-brand slide decks when pitching to new partners, do you? Having a bank of brand-approved sales and marketing content speeds up the time it'll take you to get content to your teams - and keep them on brand.

 What's a brand asset management tool?

We’re glad you asked. Brand asset management (BAM) is the single source of truth for your brand. It’s an online tool for colleagues to find the most up-to-date versions of important branding assets, like the ones we listed above.

A BAM should be a vital part of your asset management strategy. It’s a solution to assets getting lost in hard-to-find folders on your Google Drive or Dropbox. Here's what brand assets looks like in Dash 👇


Freeing your beautiful brand assets from your shared drive makes them easier to manage, download, control access and use.

What are the benefits of a BAM?

Let’s go through a few reasons why you should consider a brand asset management platform for your company.

Teams can find your brand files

If you’re a brand manager, you'll be spending time finding approved assets for other members of your team.

Let’s use logo files as an example. Logos can come in all different shapes, colours and file formats. Keeping these in a shared folder makes it tricky for your colleague to find the asset they’re after. They’ll either waste time tracking it down - or they’ll ask you to do it for them.

By using a BAM, you’re able to neatly categorise brand assets so colleagues can find the files themselves. If you pick a good tool, like Dash, they’ll be able to find what they’re after much quicker.

Here’s a look at how we’ve categorised logo files in our own Dash. Our team can now filter by different types of logo attribute - like usage, colour and iconography.

Filter by logo attribute

Better brand consistency

With all your brand assets in one place, it’s easier for you to keep on top of your brand quality. Anything not approved by you, doesn’t make it into your BAM. That means you don’t run the risk of anyone using out-of-date logos from a shared drive folder you forgot to update.

It also helps your colleagues out, too. Knowing all assets in your BAM are approved and ready to go will mean they don’t have to ask you to find files for them.

Keep a lid on your out-of-date assets

Imagine the scene. You’ve logged in, ready to start another day of building your brand. You open your email - and almost choke on your morning coffee. The campaign your marketing team launched overnight has (shudder) used old brand assets. It’s the stuff of nightmares.
BAM tools can prevent situations like that from happening so you can rest easy at night. Here’s the two main ways Dash helps:

  • Expiry dates - Nobody wants to see the Christmas version of your logo way into February. For situations like this, when you know your brand assets are going to have a limited shelf life, set an expiry date. Dash will send warnings to admins ahead of the defined date.

  • Version control - Brands and assets change and evolve over time. If you’ve tweaked an asset, you can reupload it to Dash as a ‘new version’. This will send an email to everyone who’s downloaded the previous version, so they can make sure to update it.


Bring your brand to life

You want your customers to have a consistent brand experience. So why not your colleagues? Instead of putting up with the Drive or Dropbox branding all the time, pick a BAM tool that you can make your own.

You can theme your Dash easily. Select your logo, brand colours and images you’d like to feature in your login and home page. This is great for sharing assets with external teams too, like your paid ad agency.

It doesn’t end there. Using our Corebook integration, you can turn your PDF style guide into a mini website. Not only does it look great, it’s also far easier to maintain and update. Your design teams will thank you for it, we promise.

DAM vs BAM - what’s the difference?

Digital asset management (DAM) is a category of software. Think of BAM (and video asset management, or VAM for short) as being part of the DAM family.

The differences between DAM and BAM? DAM covers all of the standard digital asset use cases - like being able to store, search, share and use your company’s digital assets.

A BAM will most likely do that, too, and is still considered a digital asset management system. But it’ll also have more features designed specifically for brand managers, like being able to bring your style guide to life or control branded templates.

How can I pick the right solution?

Picking the right asset management platform for your brand can feel overwhelming. That’s why we’ve made this free, editable DAM comparison sheet which is easily repurposed for BAM software solutions.

When deciding which of the tools out there is the best fit for you, consider the following:

  • Pricing
  • Which features you need (and which you can do without)
  • Length of contract
  • How long it’ll take to get set up
  • Quality of customer support

If you’re a growing business, we reckon Dash will be a great fit for you. It starts at £62 / $83 a month and you'll get unlimited users and access to every feature from day one. We’ve also won awards for the experience we give small and medium-sized businesses.

Try it out yourself, today. Take out a no-strings free trial and build the home your brand deserves.


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Your brand assets deserve better than shared drives. They deserve Dash.


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