One of the biggest perks of the digital age has been effortless access to information. So much access, in fact, that the challenge today lies in extracting just the information that can truly make a difference to the bottom line.
Marketing and branding teams face the same complexity when assessing brand performance effectively. While it helps to know who’s interacting with your brand — and where — these teams need a lot more to go on if they are to push the scales higher.
To build brand value today, it is important to understand how customers perceive and interact with your brand, why they chose you ahead of the competition, and what they’d like to see more of from your actions and communication. A modern brand asset management software can help you extract relevant data from these areas. It will also equip you with the tools to improve your operations and creative output accordingly.
What is brand asset management software?
Brand asset management software (BAM) has evolved in its definition over the years. Today, organizations use brand asset management software to store and organize their assets, implement brand guidelines, automate and scale content creation and review cycles, and streamline creative collaboration between internal and external stakeholders.
BAM solutions like Artwork Flow also offer more insights into your operations and your assets, with everything from key project information to the creative choices that help your assets perform better available at your fingertips.
Importance of analytics in brand asset management
With digital assets becoming increasingly critical to improving brand performance today, advanced analytics derived from brand asset management software can guide your team’s efforts in the right direction. Here’s how your team can use analytics to improve your creative operations:
1. Make data-driven decisions
Creative operations involve a vast number of assets being used on a regular basis. Whether they’re being used internally or deployed in campaigns, the more information you have on them, the more they can be improved.
Analytics in brand asset management software provides key insights into how your assets are being used, who is using them, and the extent of their impact. For branding and marketing teams, this data can help add more relevant content to their campaigns, identify the channels where they can maximize their impact, and tweak their strategies to improve engagement and brand reputation.
2. Measure performance
With your assets going through several processes before making their way to various channels, tracking the creative process and how your assets are doing online can help you make the right improvements in your upcoming campaigns.
Brand asset management software collects data on your projects, helps you track the number of overdue tasks, and gives you a clear view of your organization’s achievements from a project management perspective. You can also record key performance stats for your best assets and get more insights on why they’re performing better than your remaining assets.
3. Optimize assets
Content marketing is an iterative process and every iteration is improved by feedback from all corners. This includes the insights you get from your performance metrics as they have the best perspective on how your audience is interacting with your content.
Today’s intelligent brand asset management solutions like Artwork Flow delve deeper into your asset performance to provide smart creative recommendations that can help you make impactful changes to your campaigns. Your audience will feel more connected with your brand and this positive feedback loop will be mutually beneficial for your brand and your customers.
4. Budget efficiently
With the vast outlay that is often earmarked for branding and marketing, it is essential to make sure your money is being spent in the right areas. If you’re spending more than you should on campaigns that aren’t bringing you enough revenue, you need to be able to identify the areas that should be revised.
Data analytics on brand asset management software brings you a concise picture of how your assets are performing during campaigns. It will give you more clarity on how and where you can adjust the budget for the live assets and whether updating any of the creatives would increase your ROI over time.
5. Communicate with stakeholders
Most branding and marketing campaigns include stakeholders with varying levels of involvement. Not everyone keeps up with the finer details of the project, but it’s necessary to give them a clear picture of your progress even if you can’t take a deep dive with your updates.
Recommended read: The Ultimate Guide to Cross-Functional Collaboration
The stats and insights you get with your brand asset management software can help you give stakeholders a quick primer on the performance of your campaign. You can talk about what is working with the general direction of your creatives and messaging and what can be improved upon with the relevant numbers that define your campaigns.
How to build value with brand asset management software
Brand asset management solutions today are built to do more than just simplify your creative operations. The right software can be an effective tool to understand your brand perception, identify areas where you can add value to your business, and build a stronger reputation and loyalty among your core customer base.
Artwork Flow’s upcoming creative intelligence solution is a step in this direction, as it seeks to give brand and marketing teams key data on their assets and help them take more informed creative decisions during campaigns. Here’s how you can use creative intelligence to supplement your brand value.
1. Identify high-performing assets
The first thing to do when you get any campaign underway is to identify what your audience clearly wants more of. This will also allow you to establish a baseline for asset performance and adjust your goals and budget as the campaign progresses.
Creative intelligence on Artwork Flow will show you which assets to keep an eye on as your campaigns proceed. You will be able to study their performance in detail, with successful creative choices highlighted to show you what your audience likes about these assets.
2. Personalize assets efficiently
For global campaigns, brands can’t run the same message across geographies without losing a certain degree of context. It is important to understand what your audience is looking for in each region before tailoring your content accordingly.
With creative intelligence, you can see how your assets are performing in any region or country and the creative decisions that are appealing to your audience. You will be able to adjust your messaging and other branding choices to suit the region without diluting your brand identity in the process.
3. Accurately predict emerging trends
As a brand, staying ahead of the curve can help you stay relevant with your audience at all times. Relevant content is more engaging and gets people talking about your brand. However, in a fast-changing environment, how do you predict the trends that are likely to stick around a bit longer?
Creative intelligence sifts through your live assets to see which of them are getting more engagement online. You can analyze your own tone of voice and how your audience is engaging with it to make the most of these emerging trends.
4. Fine-tune brand messaging
While the messaging in your campaigns is primarily based on your brand’s identity, it needs to be in tune with your audience or you risk losing their interest. Everything from the language to the elements used in your designs can affect your messaging and ultimately, your connect with the audience.
Smart analytics tools like Artwork Flow’s creative intelligence are trained to identify and analyze these elements. You will know which of your elements are making a difference and which ones to avoid. More importantly, you will understand the impact your language has on the audience and how you can adjust it for better engagement.
5. Measure your impact
Branding exercises and campaigns may have the primary goal of strengthening your identity and brand value, but in doing so, they need to help drive conversions. A successful campaign would also be marked by more leads generated for your businesses and improved sales figures.
Creative intelligence can give you a clear picture of the impact your assets have on your audience. You will know more about your high-converting assets and the creative decisions that are influencing these conversions. It will allow you to modify your creatives during the campaign and help you maximize your impact during the course of the campaign.
Intelligent brand asset management solutions today offer a number of smart tools to analyze your assets and their impact on your brand. Not only do they offer a wealth of information to shape your strategies better, they also give you the real-time insights you need to maximize your returns while your campaigns are still running.
If you would like to see how Artwork Flow’s creative intelligence would work for your business, you can start with a free trial today or book a quick demo with our experts for a personalized walkthrough of the platform.