A brand is the identity of your company, its products or services. The brand contains the soul of what a company is, its products and services. A brand is made up of assets, owned by the company, which it uses to differentiate itself from other companies.
The brand identity is the portrait that the company wants its customers to see and experience. It starts from the brand name to the tone of voice you use to communicate with customers. A valid brand identity is one that contributes and stimulates the ability of a company for its products or services to be consumed by its target audience.
Etymologically the word “brand” derives from its meaning of “firebrand”, a piece of wood on fire with a recognizable shape (iron was later used) that It was used to mark cattle, furniture and other objects, to differentiate them from the rest.
A brand allows INDIVIDUATION , which is the phenomenon that occurs when we are able to identify one thing as opposed to other things.
A brand must provide recognition. Just by looking at it, people realize that it is you and no one else. And the desirable thing is that it also contributes an association with attributes. In this way, a brand can become an umbrella that shelters and accompanies all the products and / or services of a company during its life cycle.
It is usually important to have an approach strategy in order to achieve the objective that your brand has a set of assets that can be used correctly by the entire company.
Start by the generally and then define the particular, that will ensure consistency between all brand assets. Maintaining that desired consistency requires the development of clear “general brand guidelines”. There should be documented brand standards to review existing assets and develop new assets, as well as rules for their use.
Additionally, a centralized and well-managed repository of brand assets must be designed and developed that is available to everyone in the company.
Designing a successful brand identity requires continuous work and collaboration, as it is not susceptible to being static. You should also know that like people, brands change. Yes, consistency over time is desirable, but there must also be mechanisms to determine when it is time to review brand assets, for your next evolutionary step, in your constant communication with your audience.
Following is a list of brand assets that may exist. It is important to emphasize that a brand does not necessarily have to have all these assets. Remember that developing all these assets has a cost. We recommend seeing it as another asset that your company can own, and it is desirable that they be valued over time, since they even have a direct impact on the value of a company.
We have already seen in this article that your brand is one of the most essential parts of your business. It is your physical incarnation, what your clients see and remember. It’s what helps you grow and reach a wider audience.
Let’s say you’ve already invested effort, time and money in developing and realizing a large number of brand assets … but how are you going to ensure that your brand is always represented correctly? How will you ensure that your organization has all the correct images, dimensions and uses of your brand, for each channel, each material and each communication element?
That’s where Brand Asset Management (BAM) comes in.
The BAM is all the techniques and infrastructure that allows the management of brand assets and guarantees that they are available, well organized, and stored properly. For effective brand asset management, you must ensure that your company is backed by the technical skills to deliver exactly what your team needs, when you need it, while always ensuring consistent brand communication, in order to protect her. After all, money is at stake.
Proper BAM management can help you avoid using the wrong logo on the wrong background. It can help you maintain brand consistency in all your digital advertising, which is very dynamic and that dynamism can undermine correct and strong brand communication. And it can help you ensure that all types of communication always contain a reference to your brand.
BAM management is based on centralized digital file repositories, which your entire team can access and know how to use.
The ability to share from a single source of information simplifies access, improves collaboration, and ensures brand consistency. Plus, you can easily audit and update brand assets.
And if you feel overwhelmed by all the structure that it takes to do things correctly, don’t worry, at BSO Multimedia we will always be happy to help you steer your brand on the right path, for more information contact us here.