The Top 5 Branding Benefits of Media Libraries (Sponsored)

Leslie Weller, Canto
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Key Takeaways

This content is brought to you by Canto.

This article explains the benefits early adopters are realizing from this new method of organizing, controlling and sharing images, videos and other brand assets. Part II of this article series will explore the top five efficiency benefits teams realize from media libraries.

Images are everywhere. Great imagery is being produced at incredible scale with no sign of slowing down. According to a Deloitte study, 3.5 million photos are shared every minute in 2016.

The images you choose to use in marketing communications will reflect your brand and the principles you stand for. If visual media is off-the-mark, your brand may suffer; if it’s spot-on, you’ll evoke all the right feelings.

Making sure imagery is in alignment with your brand values is an important way to support brand promise. There are often many steps involved to getting your imagery just right. (Think extensive photo shoot or costly stock imagery purchased and doctored pixel by pixel.) Once you have the right visual elements, you want to use them judiciously. You want your web, social media and agency teams to have access as quickly as possible, but you don’t want any one of them to accidentally move or delete your precious originals.

>> Download a free e-book that shows the power of setting up a branded media library.

To better satisfy today’s digital demands, teams are shifting from basic file-sharing sites to fully branded media libraries (such as Flight by Canto) to take care of storing and sharing important brand assets. A brandable media library, often referred to as digital asset management (DAM), makes it possible for today’s marketing teams to stay on-brand, collaborate more efficiently and emphasize visual communications.

Listed below are five main branding benefits for teams that adopt a media library.

1. Living Brand Boards

Brand boards and brand guidelines in the form of static PDFs are a great first step for any brand to document its values, desired sentiments and principles to govern how to represent your organization to the outside world and to your in-house employees. Media libraries let you take this idea even further, with regularly updated full-scale, approved brand assets to keep your “brand board” evergreen.

2. Campaign Reinforcement

When you have a big campaign rolled out, you want to remind everyone representing your brand of this season’s push. With a branded media library, you can designate specific campaign-themed images that are shown by default every time someone logs in to search for any piece of content. Visual campaign reminders help everyone stay focused on the current marketing campaign, and guide staff to the freshest photos and videos to keep your team on-brand.

3. Sharing the Wealth

You have a wealth of brand assets. Images, logos and video files that represent your brand often need to be shared with journalists, freelancers, staff and other business partners. Teams using media libraries can simply send a hyperlink to a download page with their company logo and brand colors, not reinforcing the brands of Box/Dropbox/Drive, but rather reinforcing your own brand presence and elevating the third-party experience to the next level.

4. Self-Service Brand Portals

Similar to the point above, there are positive impressions and brand reminders when browsing a catalog of visual content on a company’s branded site. Most media libraries today, powered by digital asset management, should offer this type of self-service portal. Access can be password protected or granted to the public. Self-service portals can also dramatically reduce daily interruptions for file requests.

5. Consistency Is Key When It Comes to Branding

If consistency is so important when it comes to branding, then why do so many of us not have a consistent process and place for our most important brand assets? We don’t. If you’re still relying on a combination of network drives, file shares and e-mail attachments, you’re putting your brand at risk. Centralized media libraries, also known as digital asset management systems, give you the proper branding foundation to develop new habits that include version control, copyright management and keyword tagging for better utilization of branding elements.

Read more on this topic in Canto’s new e-book: Building Your Media Library with DAM.

Also be sure to check back next week for Part II: “Top 5 Efficiency Benefits of Media Libraries.”


Author Bio:

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Leslie Weller, Canto
Leslie Weller is the director of marketing at San Francisco-based digital asset management provider, <a href="http://bit.ly/ama-canto-homepage" target="blank">Canto.</a> She has a deep respect for the way technology connects people with the things they value most. She joined Canto to help marketers, brand managers, product managers and content managers understand there is a better way to make use of their organizations’ growing volume of digital content.
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