Brand Asset migration – how to make it as painless as possible?

Implementing a new Brand Asset Management system requires acute planning. Several decisions need to be made, such as the UI/UX design, functionality of the system, which additional modules are recommended, when will PEN/UAT and functionality testing be conducted etc.

One key scenario that has to be well planned is brand asset migration; the transference of your assets from the old redundant system into your new BAM solution.

With 15 years experience in managing and building Brand Asset Management systems, we have developed ways to ensure an as smooth as possible migration process. For a successful brand asset migration we’d advice that the following 3 boxes are ticked:

Checklist for Brand Asset migration:

  • Audit – Start by compiling a detailed list outlining where all brand assets are stored. It may seem basic but users search for brand assets everywhere; sources such as YouTube, image search engines, USB sticks, hard drives and CDs (yes they are still being used) contain vital data that needs to be stored and categorised accordingly.
  • Asset owners – Remember to identify the asset owners within the company. The ownership of the brand is moving beyond the Brand and Marketing professionals and into more of a shared ownership within the organisation therefore its important to know which division is responsible for which brand assets.
  • Metadata – Once the brand assets have been migrated into the new Brand Asset Management system, ensure that the correct and appropriate metadata information is assigned. Often brand assets will have a unique filename that adheres to a file naming convention set out within the company. Developing and building a core metadata structure will make your system more user-friendly, ensure a higher adoption rate and ease the transition for all stakeholders.

Once the brand assets are up and running in the new BAM system, the organisation is able to meticulously analyse the ROI of the solution monitoring things such as active users, downloads, artwork templates created and the most shared brand assets, easing the acknowledgment of the brand on the business actual balance sheet.