6 years ago
Spread the word …. “Brand Asset Management”
Marcel van den Boogaard
Branding is a very broad term encompassing many disciplines and areas of expertise, re-branding, brand awareness, brand guidelines, brand reach, brand consistency, brand implementation and brand strategy. Just some of the areas that underpin the branding genre.
We believe there’s one more that needs to be added to that list … brand asset management
Brand asset management is both tangible and non-tangible, it’s that grey area between what happens after a brand and its assets have been created, (logos, tone, voice, images, fonts, guidelines) to implementing a brand across a product and/or service. We are surrounded and immersed by brands vying for our attention through advertising, social media, product branding, displays, signage, glossy brochures … the list goes on and on and on ... I think you get my sentiment.
As a consumer on the receiving end I don’t give a second thought to how a brand manages to look the same across the media it chooses to use, never mind questioning the mechanics behind how it’s achieved. It just happens, right?
Ever wondered what it would like if something didn’t achieve that consistency or it wasn’t in keeping with the rest of the brand, do you think you’d notice or even care, I didn’t think so, but you might pay attention to the results.
With my professional hat on I have a different view. “What logo can I use on our social media post, do you have a hi-res version of our logo, what hex value is our blue, can you just change this, where can I find the latest version of ………………………”.
We hear these questions and many more besides which form a constant dialogue between multiple stakeholders trying to “apply” the brand. That “grey area” we alluded to earlier, we refer to as brand asset management. I concede it’s a broad term but one that we believe should at least become a key component of any branding conversation.
At Brand iQ we busy ourselves by working on that very conversation, helping to save individuals and organisations from those grey areas and familiar questions. Our platform seeks to put brand asset management into the conversation.
Join us in spreading the word, we’re happy to have the conversation with you.
