July 20, 2016
What is Brand Management and Why Should I Give a DAM?
What is Brand Management, anyway?
Every organization has a different process for brand management—and often an entirely different definition of what brand management actually is. The short, sweet answer is that brand management is the maintenance and promotion of a brand’s personality—a moving target that often changes based on customer needs, market demand, and technological innovations in the industry.
The role of the Brand Manager
Brand Managers identify the look and feel of the brand, determine the target audience, and decide on marketing strategies. Marketing Managers and Graphic Designers then help develop campaigns and market them to consumers/customers.
Brand Managers also perform market research and analyze data. According to Marketing Schools, a Brand Manager will decide how the brand fits within an industry or marketplace. Then objectives are outlined and presented to key stakeholders. The Brand Manager is also responsible for communicating goals, sharing recommendations, and monitoring the overall health of the brand.
How is a Brand Manager different than a Marketing Manager?
The lines blur quite a bit. Marketing Managers (and sometimes Creative Directors) perform many of the same responsibilities as Brand Managers. Brand Managers (and Creative Directors) tend to be more strategic while Marketing Managers often focus on tactical communications with customers.
But the one thing Brand Managers/Marketing Managers/Creative Directors have in common is that they spend a ridiculous amount of time searching for lost or missing assets. Industry experts estimate that a typical Brand Manager spends 35% of his/her workday looking for assets. That’s a lot of time, energy, and money. Having an efficient brand management process in place means that more of that time can be spent doing great work instead of searching files.
DAM: A Brand Manager’s dream come true
A digital asset management (DAM) system helps manage image libraries, improve productivity, and provide sanity to organizations that maintain large collections of images and digital content. DAM also enables co-workers and collaborators to easily locate assets themselves so the Brand Manager isn’t the de-facto gatekeeper (and the only person in the entire company that knows how to find stuff). In the digital era, files are scattered everywhere—across multiple hard drives, computers, and servers. The right DAM system gives Brand Managers—and everyone else in the organization—the tools to easily upload, organize, and share assets. And that’s a beautiful thing.
Want to learn how to be a Brand Management Rock Star? Download our free Digital Asset Management (DAM) Best Practices Guide today and help streamline your workflow.
This guide covers:
•Defining an efficient workflow
•Tips for organizing brand assets including images and photo management
•Naming convention best practices
•Metadata and keyword strategies