What is Brand Asset Management (BAM)?

It's the formal process of recording, storing, managing and distributing valuable brand assets (such as logo artwork) and brand guidelines to ensure that your brand is reproduced correctly and consistently over an extended period of time.

What's a brand asset?

A brand asset is any tangible or intangible thing that is used repeatedly to communicate your brand.

A brand's logo is the most obvious brand asset.

But brand assets can also include: images, packaging, designs, graphics (like the Michelin Man graphics), icons, avatars, special typefaces, audio signatures, certain uses or treatments of visual elements, special copy, slogans and more.

Why you should invest in BAM?

Brand Asset Management is important because brands are important.

Companies/Organizations invest great sums of money in developing a brand reputation, brand identity and branded collateral to market their products and services effectively.

BAM ensures your investments in valuable brand assets are protected and optimized. A formalized brand asset management system is just as important as your accounting and human resource systems.

Read Why every CEO must consider centralized brand asset management .

What is BAM Software?

Brand Asset Management (BAM) software is a combination of brand DNA, brand guidelines, digital asset management, Terms of Use and User Licensing.  When a BAM is populated with your brand content it provides a brand resource kit, accessible by authorised users.

Who should use BAM software?

Every brand should have some sort of system or agreed procedure for managing brand assets. BAM systems like e-see® Brand File Manager, are well developed solutions that reduce risk, and make your brand asset management more productive and easier.

Why BAM is better than DAM?

Digital asset management (DAM), is typically only interested in helping you manage large collections of files. DAM has no interest in Brand Guidelines or managing how people use your assets.

On the other hand, BAM has Brand Guidelines and User Licensing at it's core so that you:-

  • have a formalized place to access the what, who and how of your brand.
  • can securely distribute brand assets to authorised users.

BAM ensures that everybody is reading from the same song sheet, and is in tune!  That your brand has a good chance of being consistently reproduced.

Why e-see®?

e-see® is the original online multi-tenant brand asset management system established in 1997.

We were the first Brand Asset Management system to provide access to multiple brands from a single sign-on and automate brand guidelines delivery.

We're proven, expert, loyal and trusted by brands.

Why online BAM?

We believe BAM solutions should be online because it enables delivery of brand assets and usage guidelines to trusted users both inside and outside the organization, essential for effective brand communications.

Advantages of online BAM?

  • A single trusted point of origin - means no more information silos.
  • Instant access to resources saves time and reduces inertia.
  • Always up to date minimizes mistakes and wasteful re-creations costs.
  • Licensing and permissions based access ensure compliance.
  • Increases efficiencies by providing users with self-service 24x7 global access.
  • Enables efficient and affordable collaboration between internal and external users.

How secure is online BAM?

Most web or cloud based systems are as secure, if not more so, than as office computer systems.  In fact, web based service providers like e-see® spend a lot of time and effort ensuring your data is secure and protected.

e-see® Guarantee it.

Brand Assets, not Files

Unlike DAM systems who consider a single file an asset, we (and BAM systems in general) think of Assets, more often than not, as a collection of file variants of something visually or aurally unique.

For example, this means:

  •  a single Logo Asset may include several file variants (such as a SPOT colour vector version, a CMYK vector version, an RGB raster version for the web, all collected together in one asset.
  • An Image Asset may include both High and Low res versions.
  • A Product Asset may include 3d and 2d views.

It's a better way to organize, manage and distribute your brand.