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Digital Asset Management
Digital Asset Management

The Problem with Brand Management: One Size Does Not Fit All


The last four years in the Digital Asset Management (DAM) space can be characterized as an “arms race for features.” As DAM is a relatively new market, organizations are attempting to standardize the space by creating a checklist of features that DAM platforms must have. Unfortunately, this causes product teams to scramble to build complex features that cater to the checklist, rather than catering to who’s truly important — their customers.

This leaves us with the same problems that accompanied old Enterprise Content Management systems like SharePoint — these platforms are becoming over-complicated, expensive, and difficult to implement. If you’ve ever lived through the horror of “implementation gone wrong” in the enterprise world, you already know how expensive in time, resources, and opportunity cost these unwieldy applications can be.

Well, I come bearing good news: This calamity can be avoided by taking a pragmatic approach to your DAM needs.

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The Truth About Your DAM Solution

Depending on who you ask, you’ll hear that DAM is anything from file storage, to marketing automation, to my personal favorite: “Digital Experience Management.” To see what I’m talking about, compare the Forrester view with The Real Story Group’s. My advice? Don’t listen to any of them.

Your business has unique requirements and pain points related to managing, distributing, and monitoring all aspects of your brand. A one-size-fits-all solution does not exist in this space.

Why Simplicity Triumphs Over Feature Stacking

Brandfolder is among a growing list of companies in the DAM market, but we’re addressing the complexity of the space in a unique way. Our core characteristics include: simplicity, visual elegance, and cloud-hosted. By offering a powerfully simple platform, Brandfolder solves complex DAM problems in intuitive, easy-to-implement ways.

And, just to be clear: “simplicity” is not synonymous with “lack of features” in this case. It just means that our platform is incredibly easy to use and effortless for teams to adopt. From a design and engineering perspective, building a simple yet robust platform is actually a more complex challenge — rather than stacking features upon features, teams must be more thoughtful in how to achieve maximum capability while maintaining a clean user interface.

It’s time for us to stop trying to define DAM. In truth, there is no blanket solution that solves every company’s individual requisites. Instead of harping on feature-stack fulfillment, focus on finding a flexible solution that suits the needs of your unique company.

how to create a modern brand guide

What Do You Really Need?

To find the perfect DAM solution for your company, consider the following questions:

  • What types of files do you need to store? In addition to understanding your present-day requirements, you’ll also want a rough idea of what your future storage needs might be. You don’t want to wind up with a DAM platform that you’ll quickly outgrow.
  • Who needs access and who will control access? Different DAM systems offer various levels of access, and you’ll need to make sure they suit the nuances of your organization. Understanding who your end users are, and which features they need, is essential for purchasing the right DAM solution.
  • Does it integrate with other systems? Are there existing systems in your technology stack that you’d like your DAM platform to integrate with? Connecting your DAM platform to the apps you use every day will make adoption and retention stronger.

For a more in-depth look at how to find the right DAM solution for your organization, grab our free eBook, “A User-Friendly Guide to Digital Asset Management.”

Strong Brands Live Here!


Steve is the CEO of Brandfolder. In addition to finding the best burritos in Denver, his ultimate mission in life is to create the source of truth for all Digital Brand Assets.

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