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Creative assets

What are creative assets?

Creative assets are digital files used for marketing and advertising campaigns or projects. Commonly used visual creative asset formats include video, logos, images, illustrations, and other types of rich media. Brand style guides, company fonts, and packaging also come under the creative asset umbrella.

Creative assets enable marketers to make an emotional connection with their audience. They help to build a strong brand identity and increase brand awareness. Today’s brands have to manage a large number of creative assets in a wide variety of formats. An excellent way to organize, store and distribute assets is to use a digital asset management system.

Creative assets fuel any content marketing strategy. Find out how to improve your content marketing by reading our recent blog: "What is good content marketing?"

How to optimize your creative assets

Use the best digital asset management tools

Digital asset management systems (DAM) help brands optimize the performance of their creative assets. Managing files from a centralized, secure location creates a single source of truth for marketing assets. Internal and external teams can access files and collaborate on projects from anywhere, at any time. They can share files, distribute content on multiple channels, and control permissions and access—all on a secure platform tailored to the business’s specific needs.

Organize your assets using metadata

Busy marketers and sales teams need to access files quickly and easily. Using metadata to categorize creative assets on the DAM or creative management platform means everyone can always find the creative asset they're looking for in seconds. These criteria can be anything that makes sense to the individual business, including date, file format, owner, campaign name, or marketing channel.

Audit and review assets regularly

Reviewing your creative assets on a regular basis has several benefits. It ensures people only use the most up-to-date versions and do not waste any valuable storage space. The process can also help marketers identify opportunities for repurposing or updating creative content that has proved successful in the past or adapting it for a new audience. Likewise, if a piece of content or a creative asset is not resonating with the audience, the brand can choose to retire it and adjust their strategy accordingly.

Business objectives change over time. Taking stock of creative assets means marketers can ensure creative campaigns are aligned with current goals and customer personas. It also helps ensure consistency and cohesion with brand storytelling and brand identity.