Editorial Office | Capital IDWednesday, August 17, 2016

Brand Asset Management

Taken together, ID Manager’s Brand Asset Management Solutions form a digital media hub. This hub is the central location for the supply, storage, processing, (re)use and distribution of information, digital files, components, inspiring examples, content and publications. The hub forms a bridge between content conversion, creation, reuse and omni-channel publication. It is also where you can quickly find the most up-to-date version of information and files.


The knowledge and information pertaining to the brand, the visual identity, tone of voice, visual and design languages, typography, colour and applications describe the application and use of the brand. When developing new content (website, email, narrow casting, video, e-commerce, for digital and social, but also packaging materials, POS materials and printed content), these aspects determine design and content. A strong brand is persuasive, present wherever you would expect it to be and consistent in its appearance. That knowledge, the rules and practical tips for its use are shared in the Brand Book.


An asset is a possession that represents a value – in terms of costs and effort, uniqueness, property and, last but not least, brand value. A strong brand receives preference over the competition, justifies a premium price point and may expect loyalty from customers.
Digital Assets are digital files; Brand Assets are the brand’s familiar components in the form of digital files and information. Combined with templates, images, text, product data and information, this becomes the content that is ready for publication. The components with which to create content are available in the Media Bank.


Web, e-commerce, social media channels, email marketing, narrow casting: the Digital Style Guide provides access to all interactive elements that determine the user experience and are part of the brand experience. These interactive elements consist of JavaScript, HTML, CSS and online typography and are the primary source for User Experience Designers when developing applications in digital.


Pinterest, Tumblr, Instagram: these are just a few examples of online channels with which to create collections of things that interest and inspire us. The Inspiration Platform is the perfect place to do the same with the help of the various features of the platform. Inspiring examples of content, publications, images, video, audio and presentations are shared here, rated by users (Like) and made available for reuse.


Anything the organisation creates and publishes for campaigns, sales, marketing and PR is managed in the Asset Bank. Extensive search and filter options, authorisations and previews make content easy to find. The content’s creator and source are listed, as are the purposes for which the content is used. Combined with the campaign calendar, it offers quick insight into the content and composition of campaigns.

Sharing is multiplying

The Brand Drive makes it easy to upload, share and download large files. Within the secure environment of the platform, teams can collaborate on content.


Brand or Digital Asset Management are used to support, safeguard and speed up a wide range of processes. The content is varied:

  • Sharing knowledge, guidelines and information on the brand
  • Artwork, logos, fonts
  • Designs, formats, layouts
  • Images, audio, video, 3D
  • Interactive content
  • Inspiring examples

Workflow and collaborating in creative teams

Workflow helps to support and speed up processes. Within ID Manager, we use workflow to facilitate collaboration and to structure processes. The platform can take over certain actions that used to be in the hands of an actual person. Some examples:

  • Mass upload: the workflow assigns the project, supports the upload and the conversion to various file formats and assists with the adding of metadata
  • Review, annotation and approval: the workflow helps with the evaluation, the giving of feedback and the approval of uploads prior to their release on the platform
  • Distribution: the workflow handles the sending of collected files to one or multiple recipients
  • Localisation and translation: translators receive the request to translate content via the workflow.
  • Integration and enrichment

ERP and/or PLM systems often provide a basic set of information, which needs to be enriched for marketing and publication purposes. ID Manager’s workflow facilitates the enrichment of product information with e.g.

  • Images, video, audio, interactive content
  • Product information (in multiple languages, SKU, relationships)
  • Brand-, region- and market- or client-specific information
  • Information about the origin, the use, the agency, etcetera


For images, as well as for video, it can be highly efficient to automate the demand for different versions and file formats. The Media Bank facilitates e.g. the following conversions:

  • File conversion: e.g. from EPS (outline of vector) to a JPG or from Word to PDF
  • Colour space conversion: e.g. RGB (digital) to CMYK (offset)
  • Profiling: the adding or using of an ICC colour profile, for example to make the final result suitable for its intended application
  • Compression: making an image smaller (fewer pixels)
  • Video conversion: from 4K video to MP4 for mobile use
  • Image processing: adding a watermark, cropping, adding brand style elements and overlays.


The components from the Media Bank (templates, images, logo) are used for the creation of content and made available to the user online. The result is saved (after an optional approval process) and made ready for publication. Publications are made with ID Manager’s Content Creation and Publication modules.

If you are curious about whether the digital media hub can benefit your department or organisation, feel free to contact us or sign up for a free demo.