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In my Brandfolder in-depth review, I’m sharing the results of my analysis and evaluation from hands-on testing and experimentation. Before we dive in, if you’re just starting your search for the best digital asset management tools, you should first check out my picks for the best digital asset management software. Brandfolder is one of the top-rated digital asset management tools out there, but to figure out if it's a good match for you, it's important to understand the software’s benefits and drawbacks.

My in-depth Brandfolder review will take you through everything you need to know to make a more informed decision—pros and cons, features and functionality, pricing, and more—to help you to better understand its capabilities and suitability for your needs.

A screenshot of Brandfolder's user interface.
I like how Brandfolder's light and easy-to-use interface, pictured here, allows users to track, share, and organized brand assets without difficulties.

Brandfolder: Product Overview

Brandfolder by Smartsheet streamlines the management and sharing of digital assets. It primarily serves marketing professionals, brand managers, and creative teams. The tool enhances efficiency by simplifying access and organization of digital content. Key pain points it addresses include cluttered asset storage, difficulty in asset retrieval, and challenges in brand consistency. Notable features of the Brandfolder include advanced search capabilities, extensive integration options, and robust analytics for tracking asset performance.


  • Advanced Search: Brandfolder's search functionality goes beyond basic filters, allowing users to locate assets quickly through intuitive tagging and categorization.
  • Integrations: The software integrates with numerous other platforms, enhancing workflow and reducing the need for multiple tools.
  • Asset Analytics: Brandfolder provides detailed analytics on asset usage and engagement, offering valuable insights for strategic decision-making.


  • Cost: Some users find Brandfolder more expensive compared to similar tools, impacting budget-conscious organizations.
  • Complexity: The extensive features can be overwhelming for new users, requiring a steep learning curve.
  • Limited Customization: While robust, some users note limitations in customization options, particularly in templating and workflow designs.

Expert Opinion

In my experience with various DAM solutions, Brandfolder stands out for its strong capabilities in managing brand assets, particularly through its templating and permissions features. Its workflow process is efficient, yet can be less flexible compared to others. While the integration capabilities and advanced search options are impressive, they come at a cost and complexity that might not suit all organizations. Brandfolder excels in environments where managing a large volume of diverse assets is critical, but it may be less suitable for smaller teams or those with limited technical expertise. In judging its overall value, it's a robust choice for large-scale operations but may require weighing against specific needs and resources.

Brandfolder: A Deep Dive

Standout Functionalities

1. Advanced Search and Filter Options: Brandfolder offers a highly intuitive and sophisticated search system, setting it apart from others. Users can search using colors, keywords, or even image recognition, making asset retrieval faster and more accurate than typical search functions in other software.

2. Brand Consistency Tools: Brandfolder's unique brand consistency tools ensure that all marketing materials and brand assets remain uniform across different platforms. This includes templating features that are more advanced than those found in most other digital asset management systems.

3. Real-time Asset Analytics: The platform provides real-time analytics on how assets are being used and engaged. This capability is more detailed and immediate than most competitors, offering insights that assist in strategic marketing and asset management decisions.

Other Key Features

1. Templating Feature: Allows users to create and maintain brand consistency across various materials. Its advanced options differentiate it from simpler templating tools in other software.

2. Project Management: Integrates project management within the asset management platform, streamlining workflow and improving collaboration, a feature not commonly integrated in other digital asset management tools.

3. Comprehensive File Format Support: Supports a wide range of file formats, including some that are less commonly supported by other platforms, enhancing its versatility.

4. Customization and Branding: Offers extensive customization options for branding, allowing users to tailor the interface and asset organization to their specific brand needs.

5. Robust Collaboration Tools: Includes features for team collaboration, such as shared workspaces and commenting, which are more advanced compared to standard tools in other software.

6. Detailed Asset Analytics: Provides in-depth analytics on asset usage and performance, a feature that stands out for its depth compared to basic analytics in other software.

7. User Permissions and Security: Offers granular control over user permissions, ensuring secure access and control over assets.

8. Efficient Onboarding Process: Designed for easy onboarding, making it simpler for teams to adapt to compared to other more complex systems.

9. Integration Capabilities: Integrates with a variety of other platforms and tools, enhancing overall workflow efficiency.

10. Effective File Management: Its file management system is notably user-friendly and efficient, supporting a wide range of file types and sizes.

Product Specifications

Templating FeatureYes
Project ManagementYes
Support for Multiple File FormatsYes
Custom Branding OptionsYes
Collaboration ToolsYes
User Permissions and Access ControlYes
Real-time AnalyticsYes
Integration with Other ToolsYes
Advanced Search and FilteringYes
Cloud Storage and BackupYes
Mobile AccessibilityYes
Version ControlYes
Digital Rights ManagementYes
Onboarding SupportYes
Asset Tagging and CategorizationYes
Workflow AutomationYes
Multi-language SupportYes
Reporting and DashboardYes
Asset Sharing and DistributionYes
Custom User RolesYes
Asset ArchivingYes
Bulk UploadingYes
API AccessYes
Watermarking CapabilitiesYes
External User AccessYes

Ease Of Use

In my evaluation of Brandfolder, I find its user interface moderately complex. The tool offers robust features, which can be overwhelming for new users. The onboarding process, while efficient, requires users to familiarize themselves with numerous functions and settings. Navigation through the platform is intuitive to an extent but can become cumbersome when dealing with a large volume of assets. Organizing and managing assets is straightforward once users overcome the initial learning curve. However, some aspects, such as setting up advanced templating and permissions, present challenges due to their complexity.

Customer Support

Brandfolder provides competent customer support, but some areas need improvement. The response times are generally acceptable, but in instances of complex queries, it can be slow. They offer a range of support channels including documentation, webinars, live chat, and tutorials. While these resources are helpful, some users might find them lacking in depth, particularly when it comes to troubleshooting more intricate issues. The live chat feature is useful for immediate assistance, but the depth of support via this channel can vary depending on the complexity of the problem.

Software Integrations

Brandfolder offers a range of out-of-the-box integrations, particularly excelling in its integration with Adobe products. This allows for a workflow between Brandfolder and Adobe Creative Cloud, significantly streamlining the process for creative teams. They also provide native integrations with popular platforms like Slack and Salesforce, enhancing collaboration and asset management within these environments. Brandfolder offers an API, which allows for custom integration with other systems and tools, expanding its functionality. Additionally, there are add-ons available to extend the platform's capabilities, enabling users to tailor the tool to their specific needs. These integrations and add-ons make Brandfolder a versatile choice for organizations looking for a comprehensive digital asset management solution.

Brandfolder Pricing

Brandfolder offers two main pricing tiers, both available upon request:

  1. Brandfolder Premium: Tailored for enhancing on-brand content creation and distribution. Includes core features plus added functionalities like Asset Analytics and Video AI.
  2. Brandfolder Enterprise: Aimed at larger organizations, adding features for automation and specialized creative needs to the Premium plan.

Brandfolder: Best Use Cases

Who would be a good fit for Brandfolder?

Brandfolder is a great fit for large organizations, especially those with extensive marketing teams. The ideal context includes environments where there's a need to manage a high volume of diverse digital assets. Industries such as advertising, retail, and media, where brand consistency and efficient asset distribution are crucial, benefit significantly. Teams that require robust collaboration tools, advanced templating, and detailed analytics find Brandfolder particularly useful. It's most appreciated by companies that can leverage its integrations and need sophisticated features like AI-powered search and Video AI.

Who would be a bad fit for Brandfolder?

Conversely, Brandfolder may not be the best fit for small businesses or startups. Its complex features and higher cost structure can be overwhelming and financially impractical for smaller teams or companies with limited digital asset management needs. Environments, where simplicity and cost-effectiveness are priorities, might find Brandfolder too extensive for their requirements. In such cases, smaller organizations or those with a few team members managing a modest amount of marketing materials may find themselves underutilizing the tool and feeling the financial strain.

Brandfolder FAQs

Here are some answers to frequently asked questions you may have about Brandfolder:

How does Brandfolder help in sharing assets with external teams or clients?

Brandfolder streamlines asset sharing by allowing users to easily distribute and control access to digital assets with external teams and clients, maintaining brand consistency and security.

Can Brandfolder send notifications for asset updates or changes?

Yes, Brandfolder offers notification features to keep team members and end users informed about updates, changes, or new additions to the assets.

Is Brandfolder suitable for non-profit organizations?

While Brandfolder offers robust features that can benefit non-profits, its cost, and complexity might not align with the budget and simplicity needs of some non-profit organizations.

How does Brandfolder ensure easy access to assets for all team members?

Brandfolder centralizes all digital assets in one location, making it easy for team members to access, manage, and distribute assets efficiently from a single platform.

Does Brandfolder offer customizable metadata for assets?

Yes, Brandfolder allows customization of metadata for assets, enabling users to tag and categorize assets in a way that aligns with their specific organizational needs and workflows.

Can end users access Brandfolder without being a part of the core team?

Yes, Brandfolder provides controlled access for end users, allowing them to access specific assets as per the permissions set by the admin or team in charge.

Does Brandfolder have features for asset version control?

Yes, Brandfolder includes version control features, ensuring that team members are always working with the most current version of an asset and can track changes over time.

How does Brandfolder support collaboration among team members?

Brandfolder offers collaboration tools that enable team members to work together on assets, share feedback, and make real-time updates, fostering a collaborative environment for managing digital assets.

Brandfolder Company Overview & History

Brandfolder, founded in 2012 and acquired by Smartsheet in 2020, is a leader in digital asset management software. It caters to organizations like Zoom, TripAdvisor, Lyft, and HealthONE, offering an intuitive platform to manage a vast range of digital assets. Moreover, its headquarters are in Denver, Colorado, and it's part of the Smartsheet family. In addition, the company's mission is to empower marketers and creatives with an efficient platform for handling digital assets.

Brandfolder Summary: The Bottom Line

My overall opinion of Brandfolder is that it stands out in the digital asset management space, particularly for large organizations and expansive marketing teams. Its uniqueness lies in its advanced capabilities and cloud-based infrastructure, offering a comprehensive and scalable solution. Unlike many similar tools, Brandfolder serves as a single source of truth for digital assets, ensuring consistency and accessibility across platforms. The tool excels in providing robust analytics, AI-powered search functionalities, and extensive integration options. Noteworthy features include advanced templating, precise asset analytics, and a wide range of supported file formats. This combination of features positions Brandfolder as a premium choice for complex, large-scale digital asset management needs.

Alternatives to Brandfolder

If Brandfolder doesn’t seem like a great fit, or you want to check out a few more options, you should check out our pick of the best digital asset management software. Below is a quick overview of a few Brandfolder alternatives.

  1. Adobe Experience Manager: Often praised for its integration with other Adobe Creative Cloud tools, Adobe Experience Manager is a preferred choice for organizations heavily invested in Adobe products and seeking a tightly integrated digital asset management solution.
  2. Bynder: Bynder is renowned for its user-friendly interface and strong collaborative features, making it a superior option for teams prioritizing ease of use and collaboration in their digital asset management.
  3. Widen Collective: Widen Collective stands out for its strong metadata management capabilities and customizable workflows, offering an advantage for companies looking for more flexibility in organizing and tagging their digital assets.


In conclusion, Brandfolder stands out as a highly capable digital asset management solution, especially suited for larger organizations and extensive marketing teams. Its strengths lie in advanced analytics, AI-powered search functionalities, and comprehensive integration capabilities, making it a strong choice for those needing a robust, cloud-based platform. The overall rating of Brandfolder is positive, particularly for its role as a single source of truth for digital assets. This full review provides a detailed overview, yet the real-world experiences of users are invaluable. I invite readers to share their own experiences with Brandfolder, offering further insights and perspectives for potential users.

Galen Low
By Galen Low

Galen is a digital project manager with over 10 years of experience shaping and delivering human-centered digital transformation initiatives in government, healthcare, transit, and retail. He is a digital project management nerd, a cultivator of highly collaborative teams, and an impulsive sharer of knowledge. He's also the co-founder of The Digital Project Manager and host of The DPM Podcast.