Creative assets are digital files that support advertising, marketing, or branding efforts. These files (logos, images, infographics, product simulations, video) are standardized with font and formatting to align with brand guidelines.
The role of creative assets is to help a brand engage with its target audience in an emotional way, boosting brand awareness, brand recall and customer loyalty, ultimately driving conversions and sales.
In this blog, we’ll explore different types of creative assets, how they’re used in marketing campaigns, overall organization benefits, and how to optimize your creative assets through software platforms.
Types of Creative Assets
Social media content – Social media channels allow a brand to showcase their personality and identity through images, videos, memes or other creative content. Opposed to static ads, social media encourages two-way communication with an audience, boosting engagement and driving users to a brand’s website.
Logos and graphics – Logos and graphics are an instant brand identifier. It’s important these assets are simple, recognizable, and visually appealing to a brand’s target audience.
Images and video – Brand and creative teams use images and video assets to serve as engaging website content, social media posts, or product information.
Ads – Ads can be print or broadcast and range from images, videos, or interactive elements that capture attention and encourage buying behavior among target audiences. A few successful creative ad campaigns include Coca-Cola’s ‘Share a Coke,’ Kay Jewelers’ ‘Every Kiss Begins with Kay’ or Red Bull “Gives You Wings.”
What is Creative Asset Management?
Creative assets hold an important key to successful digital marketing by helping to establish and reinforce a brand’s identity, communicate its values, and create a memorable and positive association with the target audience. However, many organizations lack the proper tools to keep up with a surging volume of asset creation – or the tools they use are significantly outdated.
Benefits of Creative Asset Management Software
To efficiently organize, store, manage, and distribute creative assets, it’s a good idea for marketers to have creative asset management software. These tools provide a holistic platform that improves workflow and collaboration, while saving time, money, and resources. Here are several reasons why such software is beneficial for brand and marketing teams:
Centralized Asset Storage
A creative asset management system provides a centralized and organized repository for all digital files. This eliminates the need to search through various folders or platforms, making it easier for marketers to find and access the assets they need quickly.
Improved Collaboration and User Experience
Collaboration features allow team members to work together on projects seamlessly. These user-friendly tools enhance communication, streamline workflows, and ultimately improve user experience.
Version Control
Creative asset management software often includes version control features, preventing confusion about which version of an asset is the most current. This is crucial for maintaining brand consistency and avoiding errors caused by outdated or unapproved materials.
Brand Consistency
A creative asset management system helps enforce brand consistency by providing a centralized location for approved brand assets. This ensures that all team members use the correct templates, logos, images, and other assets, maintaining a cohesive brand identity across various channels.
Asset Metadata and Tagging
Manually tagging assets is time-consuming. Automating the process through AI-embedded metadata tags simplifies the search and categorization process for organizing media files, thus saving marketers time and allowing them to focus on critical work.
Tracking and Analytics
Marketers can use this software to track the usage and performance of creative assets. These metrics provide insights into which assets are most effective to optimize future marketing campaigns.
Organize Your Creative Assets with Digital Asset Management
The lifecycle of a creative asset is no longer a simple “snap and upload” process – the journey of any single asset is long and complex. A digital asset management (DAM) system can support a brand’s creative asset management.
As brands develop and build on their omnichannel marketing strategy, DAM software ensures every digital asset is safely archived and easily accessible for marketers or stakeholders to repurpose for upcoming campaigns. Digital asset management tools also optimize performance of creative assets, promote collaboration, streamline distribution, and manage control permissions and access. Ultimately, integrating a creative asset management platform within your DAM functionality allows organizations to take advantage of cloud storage to scale creative projects.
Ready to build creative assets that grow your brand? Get started today with PhotoShelter.