70% of B2B marketers believe that content marketing is extremely important to get noticed, build a reputable brand, and ultimately make sales.
The more marketing you do, the more assets you create. And the more assets you create, the harder it becomes to manage all of them without a centralized storage space.
Sure, you can create files on a drive and categorize your digital and branding assets there. However, even in this simple process, there are various complexities. And more often than not, brands make the same common mistakes when it comes to organizing branding assets.
Our team at Ethos has served various brands, and we’ve made a list that highlights the most common mistakes brands make when managing digital assets.
1. Lack of Centralized Storage
The Mistake:
One of the biggest challenges brands face in digital asset management is the lack of a centralized storage system. Many businesses store their digital assets across multiple platforms – local drives, cloud services, shared folders, email attachments, and even personal hard drives.
How to Avoid It;
A BAM platform centralizes all of your branding assets in one place. This ensures easy retrieval and improved organization. Additionally, make sure to:
- Ensure cloud accessibility so remote teams can access assets anytime, anywhere, from any device.
- Set up role-based access control (RBAC) so that only authorized personnel can modify or use specific assets.
2. Poor Naming Conventions and Organization
The Mistake;
Oftentimes, team members use vague or inconsistent file names like “final_version2.jpg” or “Logo_newnew.png” while storing their assets. This makes it hard to retrieve the assets when they’re stored in clattered files, along with similar other assets that may follow a similar naming pattern.
How to Avoid It;
- Establish standardized naming conventions for all digital assets.
- Use a hierarchical folder structure within the BAM platform to categorize assets by campaign, department, and file type.
- Use metadata tagging to enable quick and accurate searches.
3. Not Utilizing Version Control
The Mistake:
In the absence of a version control system, several versions of an asset can coexist. This increases the risk of outdated assets being used in campaigns.
How to Avoid It:
- Use a BAM platform with version control to track changes and manage asset updates.
- Enable access restrictions so only authorized users can edit or modify assets.
- Automatically archive older versions while keeping the latest version easily accessible.
4. Lack of Brand Consistency Across Channels
The Mistake:
Inconsistent branding damages brand recognition and credibility. If different teams use outdated logos, incorrect brand colors, or mismatched fonts, customers may have a disjointed experience across platforms.
How to Avoid It:
- Establish clear brand guidelines and store them in the BAM platform.
- Restrict access to outdated or unauthorized assets to ensure compliance.
- Automate asset approvals to maintain consistency in branding materials.
5. Failure to Optimize Assets for Different Platforms
The Mistake:
Many brands fail to resize and optimize assets for different platforms, leading to performance issues. For example, using high-resolution images on a website without compression slows down loading times, negatively impacting user experience and SEO.
How to Avoid It:
- Use a BAM platform that automates asset conversion to different formats and sizes.
- Offer optimized social media, web, and print material templates
- Ensure correct compression and formatting for digital channels
6. Not Leveraging AI and Automation
The Mistake:
These days, BAM platforms are equipped with complex AI and Machine Learning capabilities that tag and sort assets automatically based on predefined criteria. Yet, certain business owners, who remain apprehensive about AI don’t make use of these capabilities. Instead, they’ll continue to adopt manual tagging and sorting, which not only takes time but is also ineffective.
How to Avoid It:
- Utilize AI-powered smart search and auto-tagging to locate assets quickly.
- Implement workflow automation for asset approvals, expiry notifications, and campaign distribution.
- Enable predictive recommendations to suggest relevant assets based on past usage.
7. Ignoring Security and Compliance Risks
The Mistake:
Data is the lifeblood of any business, and your asset gallery probably has sensitive data that you would prefer to keep confidential. In case of a data breach, such information can be exposed, which could have serious consequences. Furthermore, the unauthorized use of assets can lead to legal actions as well.
How to Avoid It:
- Implement role-based access control (RBAC) to manage user permissions.
- Use a BAM platform that tracks licensing agreements and expiration dates.
- Audit asset usage regularly to ensure compliance with brand policies and legal requirements.
8. Not Training Teams on Asset Management Best Practices
The Mistake:
Even with a strong BAM platform in place, you and your team won’t be able to get the best out of it without a clear understanding of the system.
How to Avoid It:
- Conduct regular training sessions to educate employees on using the BAM platform effectively.
- Create a Standard Operating Procedure (SOP) to outline some of the best practices for storing, retrieving, and updating assets.
- Provide ongoing support and resources to ensure teams are equipped with the most updated knowledge.
Streamline Your Brand Asset Management with Ethos!
Stop wasting time searching for files and dealing with outdated assets. Ethos provides a powerful Brand Asset Management (BAM) platform that keeps your digital assets organized, accessible, and secure—all in one place.
Ready to take control of your digital assets? Start today with a 30-day completely free trial and see how Ethos can transform your brand asset management!