Forget About DAM, What You Want Is BAM

Forget About DAM, What You Want Is BAM

When we talk about asset management, we generally refer to Digital Asset Management as the solution of choice. Sure, it’s a great tool for storing and managing digital assets in one centralized location. But is that really enough?

Yes, a classic DAM solution is easy to navigate. And it makes assets easily accessible for viewing and use.

However, as customers demand better and better experiences, businesses also need to focus more attention on their brand management – specifically, how they keep their digital assets aligned with their branding.

Finding a tool (or set of tools) to handle all of this can be frustrating, though. Not only can it be incredibly time-consuming to nail down both brand management software and a DAM system, but the choices can often be underwhelming and expensive.

Luckily, there is a solution out there designed to make both Digital Asset Management and brand management possible. It’s known as Brand Asset Management.

What is Brand Asset Management, Anyway?

Brand Asset Management is a tool that allows you to create, organize, store, use and share assets – while adhering to the brand identity. This includes both brand assets like brand guidelines, logos, core messages and digital assets like marketing collateral, digital media and other customer-facing projects.

So, Wait. What Makes it Different from Digital Asset Management?

Think of Brand Asset Management (BAM) as an upgrade to traditional Digital Asset Management (DAM) solutions. While Digital Asset Management simply focuses on storing, organizing and sharing digital assets, Brand Asset Management has three distinct functions. First, it makes approved brand assets – like logos, images, patterns and core messages – easily accessible to employees. Second, it offers a cloud-based workspace where people can create, collaborate on and approve projects in the context of the brand – by empowering teams with brand guidelines. And third, it does what a DAM solution does: it delivers a centralized space to store, organize and share digital assets.

How Does BAM Benefit Your Business?


While the added functionality may be a benefit in itself, as you get more bang for your buck, there are also some unique benefits that come from using BAM.

1. Improves Team Collaboration

Creative Collaboration is vital to the success of any project. But collaborating effectively is tricky – especially when you’re working with multiple teams or using different tools, apps and systems. BAM makes collaboration a lot easier, by offering a virtual workspace where projects can be created, annotated and approved. It also makes it possible to coordinate the collaboration process and automate transitions between tasks, by allowing you to create a logical workflow and assign work to different members of your team directly from the platform.

2. Centralizes Resources

No matter what your job function is, you need to have access to the right resources and data to do your job well. But endlessly digging through folders and constantly chasing down marketing and brand management teams to get information can be tedious and frustrating.

As we mentioned above, BAM eliminates this, by providing you with a centralized location to keep all of your assets. This makes it easy for your teams to access logos and images as they need them, and refer to brand guidelines as they work on digital marketing and brand related projects. As a result, this ensures that all digital assets fit perfectly into your overall brand strategy and match your brand identity.

3. Boosts Efficiency

No one likes performing repetitive tasks or doing unnecessary work. But we usually end up doing it anyway. BAM minimizes these types of inefficiencies in a few ways.

One, by storing all brand assets (in high resolution formats) on a single platform, BAM erases the need to regularly recreate campaigns or content. At the same time, BAM also accelerates project timelines, by offering a workspace where people can collaborate and communicate on digital marketing projects. It also tracks changes to projects and brand assets, allowing them to be updated and saved in their most current iteration.

4. Speeds Up Approval Process

Audiences are quick to bounce from trend to trend and brand to brand. That means businesses need to roll out projects quickly, to avoid missing their window of opportunity.

BAM makes this possible by shortening the approval process. Using its virtual workspace, managers and teams can easily review projects and give feedback right where the team is working. As a result, projects are able to move down the pipeline faster, so they can be published, shipped out or shared sooner.


At the end of the day, your time and resources are limited, and you can’t afford to invest in software that doesn’t meet your needs. But, by incorporating Brand Asset Management tools like Frontify into your workflow, you’ll be able to meet your company’s current range of needs, while also investing in the future of your brand.

Oskar Duberg
Oskar Duberg
Senior Brand Content Specialist
Hayley Campbell
Hayley Campbell
Branding Expert & Content Writer