7 Time-Saving Tips for Managing your Branded Marketing Assets

Any good brand or marketing manager will tell you how hard it is to effectively manage a brand’s marketing assets. When working with multiple files in multiple formats, it can all be very overwhelming trying to manage all these assets. This is particularly true of organisations that operate across multiple locations with large teams distributed across sites.

On average, a marketer will look for an asset up to 16 times a day and fails to find it 35% of the time. This is  a huge waste of time that could be better spent on business activities that actually make money. So how can you reclaim this time and enjoy more profitable collaborations with your colleagues? With the right brand asset management (BAM) platform, you can effectively and efficiently create, edit and distribute all of your marketing assets, giving you greater control.

#1 – Keep all assets in one, central place

Within large organisations, marketing and design teams can spend countless hours creating assets. From uploading branded assets, to incorporating new assets into the creative, a large proportion of the workday is spent handling them. When working with so many files, it can be difficult to manage all assets because the likeliness is they are stored on personal drives or desktops. This in turn makes it difficult for other people to access them when they are needed, especially when an employee leaves, is off sick or is simply away from their desk.

But if you were to store them in one, central repository – this wouldn’t be the case. You would have instant access to the files, without having to field requests from other people. Perfect for those looking to do their job quickly and effectively! By also having one repository, everyone knows exactly where to look when they need an asset.

#2 – Approve assets as they are uploaded

When you are working with hundreds, or even thousands of assets in various formats, checking and approving all assets can be a time-consuming task that slows down time to market. With a BAM, you can upload pre-approved templates with editable elements so that you can ensure all marketing assets produced are on brand. Everyone that has access to the BAM platform with access rights will be able to produce new assets using only the pre-approved templates; removing the need for a designer to artwork smaller jobs. Elements that shouldn’t be changed can be locked down while other elements can be edited with no design skills necessary.

With less time spent approving assets or waiting for assets to be artworked by a designer, marketers and brand managers can spend more time planning and working on the business activities that are actually going to make money.

#3 – Store files online

A recent study conducted found that 80% of organisations still relied on an email system to share brand assets internally. With marketers constantly looking to improve efficiency, storing files online for many has become an indispensable alternative.

By storing files online, brand managers and marketers can gain instant access to all of their latest assets. Assets can be accessed anytime, anywhere in the world using a single sign-on or through a company’s intranet. And because they’re stored off of your internal IT system, you can rest assured that they’re safe in the cloud. This also means that you can upload files from any location in the world, so important assets are available immediately.

#4 – Keep files clean

When handling very large volumes of assets in numerous formats, it can be very easy to fill up computer files with out-of-date assets. It can also be very easy to keep adding to the pile as new assets are created. This can very quickly result in a cluttered mess on your computer which becomes difficult to navigate.

By keeping files tidy and organising assets into clearly labelled files, you’ll always be able to find what you need. Archiving out-of-date assets is also a worthwhile task as they could be recycled or reused at a later date. Although organising existing files may seem like a laborious task, it will be worth it in the end.

#5 – Backup marketing assets

Misplacing or accidentally deleting assets and files is not only inconvenient, it is also costly to a business. One of the largest costs associated with producing assets is the use of a graphic designer’s time. So, the cost of having to reproduce assets from scratch every time they go missing can quickly add up. Backing up your files will ensure that this isn’t an issue. Saving them on a hard drive as well as on the cloud will have you covered from all angles. Your files will be online as well as stored online – meaning you have access at all times.

#6 – Control who can access what

If you have ever gone into a file to find someone has moved, or even worse deleted an asset, you know how irritating it is. With a brand asset management portal, you can limit who has access to what and restrictions can be set. By controlling who has access to your brand assets you can limit this kind of thing happening. If you can limit this kind of error from occurring, then you don’t need to worry about wasting time locating files that have been relocated, or perhaps even having to recreate the asset from scratch.

#7 – Make sure only the most up-to-date assets are available

When  producing assets, there is likely to be various drafts and versions. If various versions of an asset end up on a shared drive, there is a possibility that the wrong version of the asset is going to be used in marketing communications. Not only is this unprofessional, but it can be damaging to your brand. If you have spent the time to build up your brand, you want to protect it. By ensuring only the most up-to-date assets are available to departments, you can rest assured that no one is going to use the wrong version.


Brand Centurion

Would you like assistance when it comes to managing and controlling your assets?

Brand Centurion by Burst Digital can solve many of the issues surrounding asset management. By providing sales and marketing teams with instant access to the right version, of the right asset, every time, organisations are saving both time and money. A dynamic portal that enables organisations to maintain brand consistency, prevent costly mistakes and order branded print marketing materials

Web-To-Print: Taking the Steps Towards Choosing the Right Solution

Having made the decision to invest in web-to-print, the most immediate requirement is deciding what platform to use. There is rarely a ‘one-size-fits-all’ solution for web-to-print and a careful analysis of organisational wants, needs and requirements must be conducted. This means finding the right solution for your organisation can be a bit of a minefield unless you have a firm plan in place.

Knowing the challenges that web-to-print can help you to resolve is one thing, however choosing a solution is another. Here are three key steps towards helping you choose the right solution for your organisation:

Step 1: Define Your Goals and Objectives

The implementation of a web-to-print solution is determined heavily by your strategic objectives. Once you know what your goals are, you will know what processes you need to consider. If your objective is to streamline your marketing workflows through faster image and asset production, you will need to look at your current asset creation workflow. Consider how images are shared throughout the organisation and how they are being used. Look at how much time and resource is spent on the creation of these assets and find a solution that will either remove or speed up some of the steps involved.

There may be multiple objectives, but one primary objective should be determined early on as the top priority. Once this has been decided, other objectives can be tackled as a follow on phase. If used correctly, a web-to-print solution has the ability to enhance the sales and marketing efforts of a business, and improve the efficiency of workflows.

When defining your objectives, work with all key stakeholders within your organisation and identify the wider needs by asking yourself:

  • Where is the company today, and where do we want it to be?
  • How many assets are we currently storing? Knowing how many files you have now, and how that number will grow, will help you to plan capacity requirements.
  • How will web-to-print integrate with the software tools and workflow solutions you already have in place?
  • What files types are you looking to create and store? Web-to-print solutions will vary in regards to the file formats they support. You’ll need to know what files users store and if the system can optimise how you work with them.
  • How many people will use the system and what access do you want to permit?
  • How quickly do you want it up and running? If you want it set up ASAP, then you need to look for a vendor who can provide the system and train your teams quickly.

Answering these questions will give you a clearer vision of what you want to achieve from implementing web-to-print. Failing to distinguish a clear view of what you want to accomplish will ultimately result in money being wasted on a solution that isn’t right for your organisation.

Step 2: Outline the Critical Features You Will Require

Investing in software is a large commitment. Not only will it potentially require monetary investment, but it also entails time and resources. Therefore, it only makes sense to compare all options and adopt the solution with the critical features you’ll need.

After analysing your goals and expectations, decide on a list of critical features that will help you and your team to get the most out of your solution day in, day out. Ask yourself:

  • Do I need a system that can help me manage brand consistency and messaging?
  • Are you looking for a solution to not only store and manage your assets but also help you create assets?
  • Do you want a solution that will act as a central resource point which facilitates an approval process?
  • Do you want a solution that runs online and doesn’t require the need to download software?
  • Is the solution easy to use? Web-to-print software should be used to help your company and simplify its marketing efforts. The solution should be user-friendly and consideration should be taken into how much time the end user is going to need to get the hang of it.

Here are some key features you may want to consider looking for when you decide on a web-to-print provider:

Asset Repositories: One of the biggest issues multi-site marketers face is that different internal teams will manage different projects such as a website, a social media campaign or the production of sales materials. As a result assets associated with these projects get stored within their individual department and not in one collective repository. Implementing a web-to-print solution with asset storage makes it incredibly easy to access, create and distribute approved design assets. This ensures that your teams are using the right version of the right asset ensuring overall brand consistency.

Accessible Online: It may be essential to adopt a web-to-print solution that is hosted online, especially if the business operates across multiple sites and there is a requirement to access assets from various locations. With no software to download, it can be accessed 24/7 on any device, anywhere in the world.

Editable Templates: One of the biggest costs relating to the production of marketing assets is the use of a graphic designer. From the original designs to re-edits – the costs can quickly accumulate. With some web-to-print solutions, you can upload pre-approved templates that allow you to customise only agreed elements. This could remove the need for a designer to artwork smaller jobs such as business cards and letterheads. This means your designers time can be better spent on the more important tasks.   

Order Print Runs: Starting print runs can be a laborious and time consuming process. Calling multiple vendors, requesting quotes, designing and sending files, waiting for proofs, making corrections, and waiting for print products to arrive can massively slow down time-to-market. A web-to-print solution can eliminate many of these tasks making the process of starting print runs more streamlined. The order process can take a matter of minutes, instead of days. 

Track Orders: If you have numerous people ordering printed assets from numerous vendors, costs can very quickly spiral out of control. With an effective web-to-print solution, you can manage budgets by seeing exactly who is ordering what before approving the order. By using a single vendor you have much tighter controls over your budgets.

It’s easy to get distracted by a sleek user interface or flashy functionality without a clear understanding of your requirements. Having that understanding of your requirements will ensure the solution you adopt is best suited to your needs.

Step 3: Find the Right Provider

Choosing the right provider is crucial to your web-to-print experience. It’s important to build a relationship with a vendor who will support you, not only in the initial implementation stage, but also into the future. When looking at vendors, follow these steps:

  • Look at the features that each solution offers. Do you feel confident that the solution will meld with your organisation?
  • Read customer case-studies about potential providers – they’re an honest indicator of how satisfied a vendor’s customers are.
  • Ask for a demo or a free-trial. This is not only a great way to explore the functionality for you, but it provides an opportunity to see how the vendor operates.

Remember, whichever web-to-print solution you choose, it has to be right for your organisation. This is an investment and a decision that you will need to work with daily, so spend the time evaluating all your options to ensure you’re making the right decision.


Brand Centurion

Choosing the right web-to-print solution for your company can be a time-consuming exercise, especially during the research period. Brand Centurion from Burst Digital is a powerful marketing portal with web-to-print capabilities that can help you overcome many of the issues faced by multi-site marketers. For a demo of Brand Centurion and its full capabilities, contact us today!

Continue Reading: Making the Business Case for Web-to-Print

How to Utilise Your Strongest Asset: Brand Consistency

Whether you like it or not, every business has a brand and it has the potential to be one of the strongest assets you own. Your brand represents everything your business does and is the impression people have about your brand. For that reason alone, it is vital to nurture your brand and make it a priority. Your brand should convey what you do, what you stand for and what makes you unique. This collection of interlinked attributes essentially give your business its identity.

Branding Blog

Now caring for a brand is often easier said than done. I’m afraid to say it but there is a lot to consider and a lot of work required. Putting your logo on all your marketing materials or using the right pantone is a step in the right direction but it simply doesn’t cover it – building a good brand takes time. Strong, consistent branding reinforces your identity and creates a positive sentiment. This can only be done though by aligning the look, feel and tone of voice throughout your brand messages.

But why is it so important?

Consumers trust brands that they recognise and can get to know of a more personal level. We all know that making a purchase is more of an emotional decision than it is a practical one. John Lewis is one of the UK’s favourite household brands and it is all down to their strong brand identity. The brand resonates and this has allowed customers to connect with the brand. As a result, this has implanted a real sense of loyalty and trust for the brand.

We buy the same brands because we know what to expect, feel at ease purchasing and know we like the product. This same concept can be carried across all our marketing channels to ensure there is a seamless look and feel on all our customer touchpoints. Consumers will feel more comfortable with your brand and are more inclined to become a lifelong customer.

‘Just Do It’ is one of the simplest, most recognisable slogans of all time and is a line that Nike has used for the past 15 years. Compare this with major competitor Reebok though who has changed their slogan 14 times since 1988. Nike’s strong branding has enabled differentiation against the competition as it has allowed people to identify Nike’s products and services at a glance. And it seems Nike’s consistency has paid off as it is now the global market leader in the sports shoe market. Consistency goes far beyond a slogan or a logo though.

Consistency Equals Dependency

Whilst a CMO may have the final say on what marketing content is released, it is at that point that they lose all control. With the array of social media platforms, review sites and blogging sites, customers can constantly talk to each other and share their opinions (both positive and negative) about your brand. People love telling others about the brands they like and this can very easily sway another person’s opinion. Strong brands create followers who are not shy about sharing their stories and these endorsements are extremely important in building a brand’s trust factor.

Coca-Cola is an outstanding example of how brand consistency increase company value,

Without brand consistency, you lose the ability to cut through all this noise and position your brand positively in the consumers’ minds. Consistency across all your marketing channels and customer touch points is essential as brand inconsistency immediately leads to poor brand experiences.

Consistent branding doesn’t mean that all your communications should look exactly the same, far from it in fact. But it does mean you should strive for cohesion by sticking to a set of visual standards that can be developed through your brand guidelines. Keeping your visual identity consistent will help effectively distinguish and give your brand recognition. As a result it creates the ‘desirability’ factor for existing and potential new customers, supporters and stakeholders.

Written by Liam Beauchamp for Burst Digital – 09/05/2016


Burst Digital

We can help control your brand consistency through a dynamic asset management portal. Brand Centurion allows business with multiple locations a portal to access, create, monitor and print their latest marketing assets quickly and efficiently. This includes everything from posters to leaflets, business cards to digital assets. Brand Centurion can maintain your brand consistency; prevent costly mistakes, save money in reduced design and artwork time and enable you to order your branded print marketing materials instantly.


Ready to up your marketing game? Talk to us today!