Why DAMs [Digital Asset Management] are Changing the Branding Game
Remember the last time you needed a logo and had to dig through old emails looking for “FinalLogo_v3_APPROVED.pdf”? Or when your team used an outdated color palette because they didn’t know the brand had evolved? If these scenarios sound familiar, you’re not alone.
For years, we’ve relied on PDF brandbooks as the keepers of brand identity. They’ve served us well — like trusted old friends. But as our digital world speeds up, these static documents are showing their limitations.
Recently, I came across a powerful LinkedIn post by Alexandr Socoloff, Creative Director and Founder of PRODUX and Start Craft, that resonated deeply with me. He boldly declared: “PDF brand guidelines are outdated. Starting today, all my clients will receive fully digital brand guidelines built in Framer.” This statement perfectly captures a shift happening in the branding industry — one that I believe deserves more conversation.
Why Traditional Brandbooks Are Showing Their Age
Let’s be honest about PDF brandbooks. They’re like snapshots — perfect for capturing a moment, but unable to keep up with change. Once created, they start aging immediately:
- They sit forgotten in email attachments or shared drives
- Nobody knows if they’re using the latest version
- Finding specific elements means endless scrolling
- The actual files you need are stored somewhere else entirely
As Socoloff puts it, this approach belongs in 2008 — not in today’s fast-paced digital environment.
Enter Digital Asset Management Systems: Brandbooks That Live and Breathe
Digital Asset Management (DAM) systems are transforming brandbooks from static documents into living digital hubs. Think of them as interactive websites where your brand identity doesn’t just exist — it thrives.
What makes these systems game-changers?
- They stay fresh: Updates happen in real-time, for everyone
- They’re interactive: Click, search, and engage with brand elements
- Everything’s connected: Guidelines and actual assets live together
- They provide insights: See which assets are being used and by whom
In Socoloff’s words: “In a time where fast, smart decisions shape successful products and services, we’re delivering the best tools to empower your team.” That’s exactly what DAM systems do — they empower teams to work smarter and more consistently.
Real People Making the Switch
This isn’t just theoretical — many forward-thinking brands and agencies are already making this transition:
Spotify moved their brand management to Frontify, creating what their team calls a “living brand center.” Their designers no longer waste time hunting for assets or explaining brand guidelines — everything lives in one accessible place.
When Puma adopted Bynder’s platform, they reported something surprising: Their marketing team saved hours each week previously spent on asset requests. Their brand manager commented, “What used to require multiple emails and file transfers now happens instantly. Our regional teams can self-serve while still staying on-brand.”
And of course, there’s Alexandr Socoloff’s approach — using Framer to build custom digital brand guidelines for every client. As he states in his post: “This is the new way to deliver brand identity — and I’m proud to offer it to every one of my clients.”
What’s Better About DAM-Based Brand Systems?
When comparing traditional brandbooks to DAM systems, the differences become clear:
Traditional brandbooks are like instruction manuals you reference occasionally. DAM systems are more like collaborative workspaces you use daily.
Traditional brandbooks say “here’s how things should look.” DAM systems say “here’s how things should look AND here are the exact files you need to make it happen.”
Traditional brandbooks get outdated with every small brand evolution. DAM systems evolve alongside your brand.
Making the Switch: Practical Considerations
If you’re thinking about moving to a DAM system, here’s what to consider:
- Start small: You don’t need to build Rome in a day. Begin with core assets and guidelines, then expand.
- Involve your team: The people who use your brand assets daily will have valuable insights about what works and what doesn’t.
- Choose your approach: Options range from comprehensive platforms like Frontify or Bynder to custom solutions built with tools like Framer (as Socoloff demonstrates).
- Plan for maintenance: A living system needs regular attention — decide who will keep it updated.
The Human Impact
Beyond the technical benefits, there’s something powerful about what DAMs do for the people who interact with your brand:
For your marketing team, it means less time searching and more time creating.
For your partners and vendors, it means clarity and confidence that they’re representing your brand correctly.
For your customers, it means a more consistent experience across every touchpoint.
As Socoloff emphasizes in his post, these tools “empower your team” to make “fast, smart decisions” that ultimately shape successful products and services
Looking Forward
The shift from static PDFs to dynamic digital systems reflects a deeper truth about branding today: brands aren’t fixed entities — they’re living, evolving relationships between companies and people.
By treating your brand as a living system rather than a static set of rules, you’re not just keeping up with technology — you’re embracing a more human approach to brand management.
The future of branding isn’t locked in a PDF. It’s alive in systems designed for collaboration, consistency, and growth — exactly the approach that forward-thinking creatives like Alexandr Socoloff are championing today.
Key DAM Resources for Brand Management
Leading Platforms
- Frontify — Used by Spotify and Allianz for comprehensive brand centers
- Bynder — Puma’s choice for dynamic brand guidelines and asset management
- Brandfolder — Powers Slack’s brand management system
Custom Solution Tools
- Framer — The platform Alexandr Socoloff uses to build digital brandbooks
- Figma — Popular for creating living brand systems with component libraries
Real-World Examples
- Uber Design — Public-facing design system showing DAM principles
- IBM Design Language — Comprehensive online brand system
- Mailchimp Style Guide — Pioneer in online guidelines
Research & Statistics
- Forrester Wave Report on DAM Solutions — Industry benchmark for DAM providers
- Adobe’s State of Creative Collaboration Report — Offers data on DAM efficiency gains
- G2 Grid for Digital Asset Management — User reviews and platform comparisons
Let’s Connect
Thanks for reading! Cheers 🥂
