5 Tips for Getting the Most Out of Your Brand Assets

Photo credit: Christin Hume on Unsplash

This phrase will come as no surprise to marketers and communicators alike: Your brand is your most valuable asset. 

Whether you’re a museum, art gallery, aquarium—or any type of cultural institution—promoting your brand to the outside by sharing stories about collections, research, the latest events, and so much more, is integral in how you can engage the public. And, in turn, how the public will engage with your brand. Your brand is the way your stakeholders perceive your organization. Shaping and influencing how the brand is perceived, then allows you to build your loyal community and visitors—both on and offline. 

One way to be as impactful as possible with brand perception is ensuring you can get the most out of your brand assets which will include everything from what goes into your brand identity to stories, images, and videos from your collections. 

Take these five tips into consideration when evaluating how to best utilize your brand assets.

1. Keep brand guidelines

This may be one of the first orders of business with a new brand or maybe one that is trying to clean up the brand itself. Does your organization have rules and practices around the consistent use of brand assets?

2. Provide access to approved brand assets

Regardless of if you are seeking the latest event photo, a brand logo, or another image that your organization owns, it starts with making sure there is one central repository with all of these assets that is centralized, searchable, and approved (ahem, a digital asset management system). This enables you to be able to quickly get the right image for that social media post or share a fun fact about your collection with your audiences.

3. Get in-sync with distribution

You don’t have to reinvent the wheel with every post whether it’s your blog or going on social media. Use an editorial calendar or planning meeting (or both) within your teams to decide on how brand assets can be leveraged across your different distribution channels to be efficient with your time and to help tell your brand story across your various communications and marketing channels.  

4. Focus on the numbers

Your various distribution channels will have analytics attached to them. You can decide which KPIs (key performance indicators) matter most and match your goals, but they can help you to monitor asset usage. Which brand assets are being utilized/clicked on/downloaded/engaged with the most? Which brand assets aren’t performing as well? Can you determine why? 

5. Test and learn

This is such an important one to remember because sometimes you may think you know what your audiences want, but why not try something new? What happens if you share this story from this collection? Try it out and see how your audiences engage with new and undiscovered brand assets. And, “failure” will still give you good data to know what not to do the next time.

Well-managed brand assets are key to allowing you to make the most impact for your brand. Use these tips to make any tweaks to your process and workflows that will ultimately help you to increase a positive perception of your organization and help you to tell better brand stories.

Having an organized, centralized repository for your brand assets are key for you to be able to tell new stories and engage with audiences in new, exciting ways. Chat with us to learn more about how Terentia’s platform can help you get there.