The Risks To Your Brand From Digital Assets - And How To Prevent Them
It is vital that digital assets are checked before they are released into a DAM system and periodically afterwards as well. Apart from general considerations (e.g. copyright compliance), digital assets that may be used for external purposes needs to be checked to ensure none are not detrimental to the firm’s reputation.
There are a number of ways this can occur, from more obvious non-compliance (e.g. outdated corporate logos, colours or liveries) to more subtle and harmful, reputation-related problems, for example:
- Photos or footage of staff in breach of health and safety policy.
- Footage of projects where a competitor company’s logo is prominent on clothing or vehicles.
- Products or projects that have been involved in legal disputes or safety related incidents.
- Older collateral depicting sustainability or environmental practices that are no longer acceptable (e.g. asbestos based installations, deforestation or chemical pollution).
Evidently, any of the above could be disastrous if they are used in promotional material, especially during high profile media events where the press may be present.
In our latest report, Corporate Media Libraries: Brand Asset Management For Marketing Managers, we describe some techniques using Digital Asset Management systems for entirely avoiding these risks and the resulting damage to your brand.