Your company’s brand is one of its most valuable assets in the information age. It has its own set of assets that need to be tracked to in order to ensure that they are being used in the right way, and there are no discrepancies when it comes to your branding. In the digital world, people get to know us through our branding, we don’t have other physical assets to rely on like a store or shop front. Being consistent with your brand assets will support your online reach and managing them well will make your company’s life easier.
What are brand assets?
A brand asset is an aspect of your brand, which can be tangible or intangible. It can be a visually identifiable part of your brand, such as a logo, or something audible such as a song or a character voice. A brand asset is anything that is associated with your company and can be easily identified as such. In short, a band asset is what makes your company unique. Here is a list of some brand assets:
- Your brand name
- Combination of colours
- Your company logo
- Customer Support Policies
- Celebrity endorsements
- Advertising Style
- Company Vehicles
These are just a few brand assets and keeping them all in order is vital.
Keep your brand assets in one easily accessible location
It is essential when ensuring whatever your employees are working on, from advertising to content creation, to drafting correspondence, falls in line with your brand. This practise will keep issues such as using an obsolete logo, or the wrong font from happening. Make sure that your central location is accessible through the cloud and has everything related to your brand.
Easy access to your brand assets is essential regardless if you are in Birmingham or Thailand. It is also wise to have a branding style guide in this location. A style branding guide dictates what can and can’t be used in conjunction with your brand; having it readily available means employees don’t have to ask questions about your brand continually.
Make your brand assets searchable
If you want to quickly locate a Brand asset, tagging them in a digital asset management system (DAM) is an excellent way to do it, this system from Stockpress is worth investigating if your company portfolio is large. Instead of taking the better part of an hour, you will be able to locate a brand asset that has been tagged instantly. Doing this not only makes it easier to find your brand assets, but it will also help to increase employee productivity due to less time wasted on hunting for a file.
Optimise your brand assets for placement
Remember, user experience on your website is part of your branding. If your site loads too slow, it will cause visitors to bounce in seconds (leaving your website immediately). When using brand assets such as images don’t use images that are too large and create slower load times. Be sure to compress any images used to speed up load times. It is also crucial to make sure the font you use is easy to read and optimised for mobile devices.
Most website visitors won’t wait more than 3 seconds for a page to load, but latest reports suggest this has dropped to just 1.5 seconds. If your website is loading more slowly than this then it’s time to take a hard look at opportunities to optimise. Considering accelerated mobile pages can also help boost load times and give customers a better experience on their smartphones.
Back it up
This practice cannot be stressed enough, back up your files in multiple locations. Backing up your central location for brand assets will keep a catastrophic loss from occurring. If you lose all your brand assets, you will find that replacing them is a more challenging task than you realise. There are multiple sites that let you store your brand assets in the cloud, such as DropBox, Google Drive, Amazon S3, and others.
Keep it clean
Make sure that all obsolete brand assets are removed from the files to which your employees have access. It would be more than embarrassing to see an advertisement, or stationary, using a logo that is obsolete.
Be sure to keep your files organised and remove any ones that are not needed. Taking the time to do this task now will inevitably save you time in the future, a cleansing or ‘spring clean’ should be conducted regularly to make sure your assets are audited and refreshed where necessary to keep them relevant.
Use a gatekeeper
By limiting who has access to the location of your brand assets if you want to avoid trouble and confusion; an accidentally deleted file can be challenging to replace. A file moved to another location can take hours to locate. By ensuring only a select few can access your brand assets, you can avoid unwanted headaches.
When you can easily keep track of your brand assets, you will be able to construct a consistent and recognisable brand; in turn, you are building long term growth through customer loyalty.