What are Digital Assets Anyway?

The term ‘digital asset’ gets thrown around a lot - especially in our office(!) - but what does it actually mean? 

If you work in marketing, creative, or brand management, chances are you’re dealing with digital assets every day without even realising it. From your brand’s logo to social media graphics and product images, these are all considered digital assets.

This article breaks down exactly what a digital asset is, why they matter to your business, and how you can manage them effectively to save time, stay consistent, and boost productivity. No jargon, (no confusion with the worlds of finance, non-fungible tokens (NFTs) or cryptocurrency!) just clear insights into what digital assets are, and how - when properly managed - they help you run smoother marketing operations and maintain a winning brand presence. And peace of mind!

Digital Assets Definition

Digital assets are, simply, files. Images, videos, ads, word documents - any type of file that you might want to store on your computer, laptop, phone etc. 

If we want to get technical, digital assets are so called because they bring value to your business. This value could be in terms of brand consistency, marketing effectiveness, or even sales uplift. If it’s a file that helps you market, promote, or represent your brand, and if it’s stored digitally, it’s considered a digital asset.

Even Out Of Home (OOH) marketing collateral - like billboard designs, magazine ads, posters at bus stops, or on the tube - almost always start life as digital assets. Before they’re printed and displayed in the real world, these assets are created, edited, and stored digitally. 

Common Types of Digital Assets:

Here are some everyday examples of digital assets that most businesses rely on:

• Logos - Your brand’s logo in different formats (e.g., png, jpg, svg)
• Images - Product shots, team photos, lifestyle images
• Videos - Explainer videos, promotional content, interviews
• Design Files - Adobe Photoshop, Illustrator, and InDesign files
• Documents - Brand guidelines, marketing playbooks, whitepapers
• Audio Files - Podcasts, soundbites, background music for videos
• Presentations - Pitch decks, sales presentations, and training materials
• Social Media Graphics - Templates for LinkedIn, Instagram, Twitter, etc.
• Infographics - Data visualisations and branded content

Essentially, if it’s a file that your business creates, shares, or promotes as part of its brand or marketing efforts, it’s a digital asset.

Hang on, Digital Assets vs Files - What’s the Difference?

At first glance, you might think that digital assets and files are the same thing, but there’s an important distinction. A file is simply a piece of digital content, like an image, video, or document, that exists on a computer or storage system. A file becomes a digital asset when it holds value for your business and has the potential to be used as part of your marketing or brand strategy.

Example:

• A photo taken at a company event is just a file.
• When that photo is edited, tagged with metadata, and added to your asset library for use in a social media campaign, it becomes a digital asset.

Key Differences Between Files & Digital Assets:

The real power of digital assets comes from how they’re organised and managed. A single file can sit unused on a shared drive, but when stored in a DAM system with metadata, version control, and permissions, it transforms into a valuable asset that supports your business goals.

How Brands use Digital Assets

Brands rely on digital assets every day to create, manage, and deliver consistent, engaging content across multiple platforms. From social media campaigns to internal training materials, digital assets are the foundation of a brand’s identity and marketing strategy.

Here’s how brands commonly use digital assets to support their business goals:

1. Marketing Campaigns

Digital assets are at the core of any marketing campaign. Brands use a variety of assets to create and deliver content across different channels:

• Social Media - Branded images, videos, and infographics for LinkedIn, Instagram, and Twitter.
• Email Marketing - Banners, product shots, and branded templates.
• Advertising - Display ads, video ads, and product images.

For example: A clothing brand might use a library of product shots and lifestyle images to create a cohesive social media campaign promoting a new clothing line.

2. Branding and Design

A strong brand relies on consistent visual identity, and that comes from having easy access to the right digital assets:

• Logos - Different versions for web, print, and social media.
• Colour Palettes and Fonts - Ensuring consistent use of brand colours and typography.
• Design Files - Editable files for designers to create on-brand graphics.

For example: A global food brand ensures its local teams use the correct logo, colour scheme, and design templates by centralising assets in a DAM system.

3. E-Commerce and Retail

Product images and videos are essential for online and in-store sales:

• Product Photos - Multiple angles, lifestyle shots, and detailed close-ups.
• Video Demonstrations - Highlighting product features and benefits.
• User-Generated Content - Customer photos and reviews.

For example: An outdoor clothing brand uses a DAM to store and distribute product images to its eCommerce team, ensuring consistent presentation across its website and online marketplaces.

4. Product and Sales Support

Sales teams need easy access to the latest product materials to engage potential customers and close deals:

• Product Images - High-resolution shots for ecommerce and catalogues.
• Brochures and Data Sheets - PDFs and presentations for sales meetings.
• Demo Videos - Short videos highlighting product features.

For example: A software company equips its sales team with up-to-date product brochures and videos stored in a DAM, ensuring they’re always using the latest, most accurate information, and avoiding potential loss of revenue due to an incorrect, off-brand pitch.

5. Press and Media Kits

Brands need to maintain control over how they’re represented in the media. That’s why they often provide journalists and partners with a curated set of digital assets:

• Press Releases - PDFs and word documents with official company news.
• Approved Images - Headshots, event photos, and product images.
• Brand Guidelines - Instructions on how to use logos and brand colours.

For example: An insurance company maintains a branded press kit in their DAM, allowing journalists to quickly access approved logos and product images for media coverage.

6. Training and Internal Communications

Brands also use digital assets internally to train staff and keep teams aligned:

• Training Videos - Step-by-step guides for onboarding and skills development.
• Presentation Decks - Branded templates for internal meetings.
• Internal Reports - Performance reports and strategy documents.

For example: A retail chain provides staff with access to training videos and guidelines through a DAM, ensuring consistent service across all locations. 

7. Creative Projects and Campaign Management

Creative teams need easy access to digital assets to develop new content efficiently:

• Mood Boards and Inspiration - Collections of images and design ideas.
• Draft Files - Editable design files for internal review.
• Final Assets - Ready-to-publish files for print and digital use.

For example: An advertising agency working on a rebrand for a client stores creative drafts and final files in a DAM, making it easy to track changes and version history.

8. Event Management

From trade shows, to conferences, to product launches, digital assets play a key role in event planning and execution:

• Event Branding - Banners, backdrops, and signage.
• Promotional Materials - Flyers, brochures, and giveaway designs.
• Post-Event Content - Photos, videos, and press coverage.

For example: A tech company stores all event materials in a DAM, making it easy to reuse and adapt content for future events.

9. Global Brand Consistency

For global brands, maintaining a consistent look and feel across markets is a challenge. A centralised DAM allows regional teams to access approved assets while adapting them to local markets:

• Localised Campaigns - Adjusting messaging and imagery for different regions.
• Multi-Language Materials - Storing versions of assets in different languages.
• Compliance Materials - Ensuring that assets meet legal and cultural guidelines.

For example: A luxury fashion brand manages its global marketing content in a DAM, ensuring that all regional campaigns reflect the core brand identity.

👉👉 See how top brands are utilising our digital asset management software 👈👈

Wait, What about Media Assets?

Media assets are a type of digital asset that specifically refers to rich media files used in marketing, branding, and communication. These include images, videos, audio files, and animations - essentially any content that relies on visual or auditory elements to engage an audience.

In reality, we’re down to semantics here - media assets are digital assets. But, while all media assets are digital assets, not all digital assets are media assets. For example, a PDF report or a spreadsheet is a digital asset, but not a media asset.

Media assets are particularly valuable for marketing and branding because they’re designed to be visually or audibly engaging, helping to communicate a brand’s message effectively. 

Why Managing Digital Assets Matters

The more a brand grows, the more digital assets it accumulates, and the harder it becomes to keep track of them. Without proper management, teams waste time searching for files, assets get duplicated or lost, and inconsistent branding creeps in.

That’s why many brands turn to Digital Asset Management (DAM) systems. A DAM system helps brands organise, store, and distribute digital assets from one central platform, ensuring that the right content is always available to the right people at the right time.

A DAM System Helps Brands:

• Store all media assets in one central location
• Organise and tag assets with metadata for easy searchability
• Control access to assets to maintain brand consistency
• Track version history to avoid using outdated content
• Distribute assets easily across teams and platforms

Crucially, a DAM restores calm. And hundreds of brands have seen the benefits of a DAM as a crucial part of their tech stack. Check out what ITV, Benenden Health, or Santander have to say about their DAM software experience.

If you think DAM software is something your team could benefit from, get in touch with a member of the Asset Bank team today. We also offer a no-obligation, 30-day, free trial (with no credit card details required!).