A pivotal part of any company’s marketing strategy is the creation and exchange of digital brand assets to be used in the promotion of the business. To create a successful digital brand asset — a digital asset that provides value — it’s important to understand what they are and how to use them effectively.
In this AEC marketing guide, we explore the value of digital brand assets and provide examples of some of the best in circulation. Next, we discuss how to manage digital assets using a digital asset management (DAM) system, and provide tips on how to create digital brand assets of your own.
What are Digital Brand Assets: Branding Guide for AEC Marketers and Proposal Writers
Digital brand assets are digital files that represent your brand and provide tangible value to your business, things like:
- Company Logo
- Business Website
- Social Media Accounts
- Email Signatures, and
- much, much more.
Digital brand assets are important because they help potential customers and existing clients recognize your brand. More importantly, digital brand assets help to build trust with your audience and create a consistent brand message across all of your channels.
Digital Assets vs. Digital Brand Assets: What’s the Difference
Digital assets and digital brand assets are similar but not the same. Though they both exist as digital files that can be shared and used in a number of ways, digital assets and digital brand assets differ in the amount and type of value they provide to your business.
Digital Asset: A File That You Own, Regardless of Who Created It
A digital asset is any type of online file or document that a company owns, regardless of who created it or the purpose it serves. These include things like:
- Photos,
- Videos,
- Design files,
- Word documents,
- PDFs,
- Company branding,
- Presentations,
- etc.
Digital Brand Assets: A File Created to Market, Advertise and Promote Your Brand
Unlike digital assets, digital brand assets include all of the files that are directly connected to your branding, marketing and promotional efforts, things like your:
- logo,
- graphic design elements,
- brand and style guides,
- brand guidelines,
- color pallets,
- social media accounts,
- website, and
- advertisements.
How Digital Brand Assets Provide Value to Your Business
The primary reason a business would commit time and resources to the creation of digital brand assets is to extract the value they provide to your brand. This is why it’s important to have digital asset management processes and technology in place to keep materials organized and accessible.
Digital Brand Assets Build Trust in Your Brand
As branded digital assets, things like your logo and social media accounts help to build trust with your audience, enabling your brand with a recognizable and consistent image.
Digital Brand Assets Create a Consistent Brand Image
Brand consistency is important because studies show brands with a consistent presentation experience an increase in revenue of 33%, which aligns with similar studies that found 46% of consumers said they would pay more for a brand that they trust.
Digital Brand Assets Establish Brand Identity
Brand identity is also especially important for small businesses looking to establish name recognition. By leveraging the following digital brand assets, you can develop a recognizable image and build strong brand recognition:
- color palette
- typeface
- company logo & slogan
- packaging
- illustrations
- patterns
- icons
As such, initiatives to create digital brand assets should be a top priority for any business looking to help customers recognize their brand image and what they stand for. It also makes it easier for customers to track a brand’s performance across different channels.
Digital Brand Assets Drive Traffic to Your Website
Brand consistency is important, but so is driving traffic to your website. Fortunately, digital brand assets can help you do that too. By including links to your website in your digital assets, you can increase the number of visitors to your site. This is a great way to promote new products and services, or simply to get more people interested in your company.
Top Five Examples of Successful Digital Brand Assets
You don’t have to look far for examples of successful digital brand assets, as they are all around us. By their very nature, the best digital brand assets attract the eye of the consumer and make it nearly impossible to ignore the brand or walk away from the service.
Digital Brand Asset Example: Coca-Cola (Strong Digital Presence)
Coca-Cola is one of the most recognizable brands in the world. The company has a strong digital presence, with a website that is updated regularly with new content. Their digital branding successfully utilizes bold colors and a signature typeface, which is incorporated into all of their digital marketing. Coca-Cola also has a strong social media presence, with accounts on all major platforms.
One of Coca-Cola’s most successful digital assets is its #ShareACoke marketing campaign. The trending campaign encourages people to share photos of themselves with Coca-Cola products, essentially creating online brand ambassadors. The campaign was successful in increasing brand awareness and generating positive sentiment toward the company.
Digital Brand Asset Example: Nike (Clear Brand Identity)
Swoosh! Nike is another example of a company with a strong digital presence. Nike’s website is updated consistently with new content customers want, and the company maintains a competitive social media presence. Nike also has a mobile app, which allows users to track their fitness progress and purchase Nike products.
What makes Nike’s digital brand assets so strong? Nike has a clear brand identity that is reflected in all of its digital assets. Nike’s digital assets are branded, fully integrated, and work together to create a seamless user experience.
Digital Brand Asset Example: Dunkin Donuts (Active and Engaging)
Another company with flourishing and relevant digital brand assets is Dunkin Donuts. With a cheery pop of color, a snappy catchphrase, and a handful of recognizable brand icons, Dunkin has a winning arsenal of brand assets.
Their website is clean and easy to navigate, with a focus on product images and call-to-actions. Clickable brand icons also make it responsive, so it looks and runs great on mobile devices. Dunkin Donuts’ social media accounts are active and engaging, featuring digital branding that encourages followers to play, repost, and tag themselves.
Digital Brand Asset Example: Apple (Distinct and Easy To Consume)
This one is a no-brainer. The strategic use of digital brand assets is part of what makes Apple one of the most powerfully ubiquitous and recognizable companies in the world. A key part of their digital branding is their use of color. From the classic white and grey tones to the colorful product shots on their website and social media, everything about Apple’s digital branding pops.
They also make excellent use of whitespace, ensuring that their brand assets are uncluttered and easy to consume. But Apple doesn’t just rely on strong visuals – they also have amazing audio branding. Think about the sound you hear when you turn on an iPhone, or how distinct their commercials are from anyone else’s!
Digital Brand Asset Example: Oreo (Recognizable and Nostalgic)
This cult-classic cookie stays relevant by sandwiching digital brand assets between classic advertising and modern digital marketing. Oreo’s digital brand assets are some of the most craveable on the internet. From recipe videos and Oreo art to printables and games, there’s something for everyone on their website – no matter how old you are.
And their social media presence is just as impressive, with over 27 million followers on Facebook alone. What’s more, Oreo isn’t afraid to experiment. They were one of the first brands to jump on the Snapchat bandwagon, and their “Dunk in the Dark” Super Bowl campaign was a huge success.
How to Create Your Own Digital Brand Assets
Creating memorable digital brand assets can be a daunting task, but it doesn’t have to be! Here are a few best practices to get you started:
- Start with your logo – Your logo is one of the most important brand assets you have. It should be simple, recognizable, and reflect your brand’s values.
- Then your website – Make sure it is well-designed, easy to navigate, and contains accurate and up-to-date information.
- Wrap-up with social media – Your social accounts are digital brand assets too. Use these platforms to share your brand’s story, connect with customers and create valuable content.
How to Manage Digital Assets for Your Brand
Having an effective way to manage your digital brand assets is essential for maintaining a strong and consistent brand identity. That’s why it’s important to have a digital asset management solution (DAM).
DAM Considerations: Things to Keep in Mind While Searching for a DAM Solution
- Organization is Key – Creating a system for storing and organizing digital assets will save you time and frustration down the road.
- Access is Important – Everyone on your team who needs to use digital brand assets should have the ability to find and access them easily.
- Don’t Forget Accuracy – Regularly review your digital assets to make sure they are accurate and reflect any changes to your brand identity.
Brand-based Digital Asset Management Systems
Brand-based digital asset management systems are designed to organize digital assets by product or brand. They are typically best for retail or eCommerce verticals.
Project-based Digital Asset Management Systems
Project-based DAMs store and organize digital assets by project or property, and are best for architecture, engineering, construction (AEC), and real estate firms. They help AEC firms find their assets more quickly and help them create better proposals, faster.
OpenAsset: The Best Way to Manage Your Digital Brand Assets
OpenAsset makes it simple to find the digital assets you need when you need them. You can search for project and image files by keywords or file type, and tag files to make them easier to find later. The secure platform also helps you protect your digital assets by keeping them safe from unauthorized access and accidental deletion.
With OpenAsset, you can easily share files with team members, clients, and partners. You can also control who has access to your files and what they can do with them. As more and more businesses move away from traditional print media and towards digital channels, it’s important to invest in a winning strategy for managing your digital brand assets. Request a demo to learn how OpenAsset can help you manage your digital assets today.
