BAM vs. DAM: Which One Does Your Brand Need?

Managing a brand is similar to conducting a symphony. Typically, there is a Brand Champion/CMO (conductor), team members (musicians) and brand assets (instruments). A strong performance involves the best talent and available resources that are orchestrated flawlessly and delivered as a single brand vision (beautiful symphony) to its audience(s). Let’s take a closer look at how to fine-tune a brand using tools like a BAM or DAM to achieve the best results.

Smart brand managers conduct competitive analyses, develop strategies and targeted marketing tactics to grow the business and monitor the performance of the brand through Key Performance Indicators (KPIs), among other important responsibilities.  Brand resources include the digital assets, brand standards, systems and processes, and the marketing team itself. Brand managers have a wide range of tools at their disposal to make their jobs more effective and easier. These often include Digital Asset Management (DAM) and Brand Asset Management (BAM) software platforms. 

DAM and BAM are similar in how they function; however, they have several crucial differences, and their efficiency varies according to the intended purpose. So, what is the difference between Digital Asset Management and Brand Asset Management and what does your brand need? 

What is Digital Asset Management (DAM)? 

A Digital Asset Management platform is designed for storage, organization, retrieval and distribution of digital assets. Digital assets are the company's digital property used in brand development. Common examples of digital assets include:  

  • Logos 
  • Images 
  • Videos 
  • Documents 
  • Presentations 
  • Digital files 

Proper use of a DAM helps to ensure that everyone is on the same page regarding the use of digital assets; however, their features and functions are limited to storing/management/sharing of digital assets and the assets can only be used in the current format (no editing or customization). Now onto BAM…

 What is Brand Asset Management (BAM)? 

Brand Asset Management (BAM) is the next generation version of a DAM. A BAM platform includes a DAM and has much more capability. The main purpose of a DAM platform is to ensure that everyone working on the brand has access to the right digital assets required for their project; however, a BAM platform offers that and ensures that the branding process—including asset development, personalization/customization, and project approval and deployment to social and/or print works flawlessly. 

 A BAM platform offers dozens of benefits and serves a range of purposes. A few of its most notable functions include: 

  • Facilitates Team Collaboration 

A BAM platform facilitates collaboration between different teams on different brand development projects – at a level beyond storing/sharing digital assets. The brand manager can assign different tasks to different teams and provide a comprehensive workflow design for everyone to follow. Additionally, the BAM platform functions like a virtual workspace where the different teams can collaborate and interact remotely. 

  • Boosts Efficiency 

A BAM platform boosts productivity within the different teams working on the brand and improves efficiency in multiple ways. At the very least, it ensures that everyone is on the same page and moves in the intended direction. 

For instance, it accelerates the projects' timelines by facilitating close collaboration via a virtual workspace. Additionally, it eliminates duplicate and repetitive tasks by tracking changes to the projects and making automatic “real time” updates to their most current iterations and teams don't have to recreate campaigns or content. 

  • Fast-Tracks Approval & Deployment 

Approval and deployment are some of the most integral functions of a BAM platform. For starters, teams can develop new content and upgrade existing content directly via the BAM virtual workspace. Additionally, brand managers can monitor the progress of each project and workspace and issue instructions and feedback where necessary to ensure success. Plus, managers can send the completed projects to a specific administrator at corporate (they can assign themselves or someone else) via an automated system for review, approval or changes and deployment. 

Overall, a BAM solution organizes projects and ensures that they move through the pipeline faster. This enables the brand to keep up with changing and emerging trends as the audience's needs and preferences change over time. 

Additionally, certain BAMs, like the patented @Inkbench platform, include a DAM, plus the features listed here like Team Collaboration, Efficiency and Approval and Deployment, and a unique feature that allows subscribers to customize and personalize the brand assets on easy-to-use templates and within custom workspaces. This ensures everyone stays on brand. The Inkbench BAM also offers expirations on stock photo and other licenses, asset usage reporting and the ability to manage all the brand standards, from fonts and colors, to images and legal text. 


Brand Asset Management (BAM) and Digital Asset Management (DAM) are both beneficial to brand management; however, they are distinctly different in how they operate and the purposes they serve. Understanding these differences will enable you to make the best choice for your business and hopefully conduct a beautifully orchestrated brand symphony. 

Do you have any questions about BAM and DAM solutions? Inkbench is an expert in Brand Asset and Digitial Asset Management. Get in touch today to learn more about DAM, BAM, and brand management in general.