Expert Interview Series: Jenay Sellers of Brandfolder on Digital Asset Management

Jenay Sellers runs Marketing at Brandfolder, a visual platform for storing, sharing and showcasing your brand assets.

We recently asked Jenay for her insight on digital asset management. Here's what she shared:

Can you tell us about the mission behind Brandfolder? How are you hoping to help your clients?

Our big, bold mission statement is to power every digital asset on Earth. We want Brandfolder to be the source of truth for every brand. It’s our goal to simplify the lives of our users by providing one visual place to manage and distribute all of their brand assets, from logos to images and every video, .GIF, and font library in between.

By using a technology like Brandfolder, we’re freeing up precious time in each marketer’s day. With one shareable link, marketers know their end-users are grabbing the right marketing assets at the right time. That means they can get back to the work that matters, like getting better, more timely and better-targeted messages out to their audience.

What are the most common challenges/pain points facing your customers? What problems do they hope you can solve?

We want every organization to understand their digital footprint. That footprint includes the number of assets their brand has, which have been approved for use, and even information about how those assets should be used.

Brandfolder helps everyone better understand the brand assets that are so critical to company success. We also track how assets are being consumed and by whom. Armed with this data, we help marketing and creative teams understand what content is performing and delivering results.

What is digital asset management (DAM)? Why is it important to businesses today?

At Brandfolder, we define DAM as the way organizations manage and distribute all of their assets. What are digital assets? They’re things like your company logos, brand colors and even PDF documents. With so many touch points along the customer journey, it’s more important than ever for brands to tell a compelling, consistent, and personalized story. DAM helps facilitate marketing and creative teams by giving them one place to store, share, and track the important brand assets they work so hard to create and distribute.

DAM spans many use cases and helps an organization's internal and external teams. From sales enablement to PR and even assisting product teams, DAM has the tools to keep your brand organized and consistent.

How can managing digital assets be challenging for a company? Where do you find companies making the most mistakes with asset management?

It’s no secret that marketing and creative teams are usually juggling many tasks. Managing the variety of assets that accompany different campaigns can be challenging, but that’s where DAM can help. It’s important to understand who will be using your DAM and how, to ensure the right materials are available to the right users. It’s also crucial that your DAM champion understands the unique challenges facing your organization and how DAM might be able to solve them.

At Brandfolder, our goal is to make it easier for marketers to get more work done. That means we have out-of-the-box integrations and a robust API to support accessing Brandfolder inside your workflow — so you can access Brandfolder assets into other applications. DAM is a powerful tool that can help any team inside an organization find out how other groups are accessing and using assets.

Why is it so important that brands have a strategy for digital asset management? How should companies approach this strategy?

Without a DAM, it’s harder for your organization to remain competitive. DAM technologies include many features to help your end users understand what important brand assets are available and how they should be used. Having access to this information keeps everyone better informed, making them better advocates for your brand.

When you build out your DAM strategy, you’re also equipping your company for better long-term growth, because you’ll know which digital assets are working best for your brand. I’d recommend first collecting an inventory of your assets. How are they being used? Where are they being stored? Who’s using them? Once you better understand your current workflows, you’ll be able to start thinking about the requirements specific to your organization.

How often should companies re-evaluate their digital asset management strategy?

I’ve heard analysts talk about making DAM purchasing decisions with now and the next five years in mind. I don’t know if I have a set recommendation for when you should re-evaluate your DAM, but I do think it’s important to check in annually and reaffirm it's meeting your needs.

What tech trends or innovations are you following today? Why do they interest you?

Some trends that come to mind are artificial intelligence (AI), automation, chatbots, video and mobile. I don’t know what the future holds, but I know we’re on the verge of some huge advancements, especially in the fields of AI and automation. We’re going to see a huge shift in the way we, as humans, work as more jobs are displaced by computers. Chatbots and virtual assistants are fascinating to me. Have you thought about the way these types of technologies could simplify your life? I also think mobile and video continue to make leaps. And as marketers, we should make sure we’re on top of these technologies as they become increasingly more competitive.

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