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Brand Managers have a lot on their plate.
They have to ensure consistency across multiple channels and touchpoints, often across different locations, while also staying on top of version control and demonstrating the value of the investment made into brand collateral.
Although not Digital Asset Managers, these are DAM challenges, and they’re something Brand Managers need to be aware of.
READ MORE: Why ResourceSpace is perfect for... product marketing
The five DAM challenges Brand Managers face
Brand Managers sit at the centre of the organisation, carefully balancing the expectations of creative teams, marketing departments and senior leadership.
They’re responsible for protecting brand integrity while enabling campaigns to move quickly, but when Digital Asset Management processes are weak or fragmented, this challenge becomes a daily frustration.
Outdated logos are used in marketing campaigns, incorrect fonts are found in presentations and off-brand visuals are shared on social media, and more often than not these mistakes stem from not having a single source of truth for digital assets. What’s more, if an organisation doesn’t have set guidelines governing their Digital Asset Management it becomes almost impossible for brand managers to keep track of brand assets and ensure the right content is used in the right place.
Let’s take a closer look at these challenges, including:
- Keeping brand consistency across channels and regions
- Finding the correct, approved assets quickly
- Losing control of versions and updates
- Managing permissions, rights, and external access
- Proving the value and ROI of brand assets
READ MORE: What's the difference between Digital and Brand Asset Management?
Challenge 1: Keeping brand consistency across channels and regions
For Brand Managers, maintaining consistency no longer just involves worrying about print marketing and a single website. Brands now appear across social platforms, paid media, email, video, partner channels and regional microsites, and this channel sprawl increases the risk of inconsistency, especially when different teams manage different touchpoints.
When this gets out of control you can end up with ‘shadow marketing’, when regional teams create their own versions of assets to move quickly, sometimes without central oversight. This might create the illusion of efficiency, but the result is often diluted messaging, adapted logos or subtle visual deviations that chip away at brand consistency.
Another common issue is outdated assets being used on new marketing and sales collateral, simply because they’re easier to find. In isolation this can appear unimportant, but when the brand looks fragmented or inconsistent, confidence weakens, and that reputational risk ultimately sits with the Brand Manager.
Challenge 2: Finding the correct and approved assets quickly
Delivering the correct, approved assets at speed is a key challenge for Brand Managers. For example, marketing campaigns move quickly, requests from senior leadership come in at short notice and regional teams need instant access to approved logos, imagery and templates. However, poorly thought through DAM processes make simply finding the correct and approved version becomes a time-consuming task.
Instead of focusing on strategic brand development, a Brand Manager ends up acting like a search engine, fielding requests and double-checking files. This isn’t an efficient way to surface the assets you need, meaning teams often recreate it from scratch or commission new content that isn’t actually needed.
Challenge 3: Losing control of versions and updates
Over time, an organisation’s logos are refreshed, messaging evolves and campaign visuals are updated, yet older versions rarely disappear completely. Files are downloaded, saved locally and reuploaded elsewhere, creating multiple iterations with similar names but different levels of approval.
Without clear version control, it becomes difficult to identify the latest assets and which versions have been updated. This leads to teams unknowingly using outdated imagery, previous colour palettes or content that no longer reflect brand guidelines—and even small discrepancies create brand confusion, undermining credibility.
For Brand Managers, staying on top of digital asset version control is not just an administrative task, but essential to protecting brand integrity and ensuring every touchpoint reflects the most accurate, up-to-date representation of the organisation.
Challenge 4: Managing permissions, rights, and external access
Brand Managers rarely work in isolation, and agencies, freelance designers, regional teams and strategic partners all need access to brand assets at different stages of a campaign.
However, over-permissioning creates obvious risks, because external partners can gain access to sensitive materials, unreleased campaigns or licensed imagery that is restricted by geography or time. For example, an agency could download and reuse assets beyond agreed terms, exposing the organisation to legal or reputational risk. Meanwhile not providing adequate access is also a problem, because when access is too restrictive, teams resort to workarounds such as sharing files via email or duplicating assets into separate platforms. This fragments asset control and removes visibility, making it even harder to manage usage and compliance.
Challenge 5: Proving the value and ROI of brand assets
Brand managers are expected to demonstrate measurable ROI from investment in brand assets and the campaigns that are based on them, but proving that value is difficult when there is limited visibility into how those assets are actually used.
If logos, imagery, video and campaign materials are downloaded, shared and repurposed across multiple platforms without tracking, it becomes almost impossible to see what is driving engagement or supporting revenue. Which assets are most reused? Which campaigns generate the greatest internal adoption? Where are licensed images underused or overexposed? Without reliable data, these questions are impossible to answer.
Ultimately, this makes it harder to justify investment in new creative, photography or brand refresh initiatives, as well as make strategic decisions based on real data.
CASE STUDY: ResourceSpace + TOMY
How ResourceSpace helps brand managers stay in control
Are you a brand manager looking to solve these five challenges? ResourceSpace helps you to tackle every single one.
ResourceSpace is a DAM system that will act as your single source of truth for all brand assets, allowing you to easily control versioning and access. What’s more, discovering the right assets (that have been approved) is straightforward thanks to metadata-powered search that’s supported by our innovative AI functionality.
Finally, our comprehensive reporting and analytics tools allows DAM and brand managers to draw a direct link between asset investment and campaign impact.
To find out more about how ResourceSpace is helping Brand Managers solve all of their DAM challenges, book a free demo below.
