What Brandfolder by Smartsheet does

Brandfolder by Smartsheet is a cloud-based digital asset management (DAM) platform founded in 2012 and headquartered in Denver, Colorado, operating as a wholly-owned subsidiary of Smartsheet Inc. (NYSE: SMAR) since the parent company's acquisition. The platform serves more than 5,000 brands globally, including Fortune 500 enterprises such as Lyft, P.F. Chang's, Anheuser-Busch, Kroger, McLaren, Sonos, and L'Oreal, with customers spanning food & beverage, manufacturing, retail, technology, travel & hospitality, sports, financial services, and creative agency verticals.

The core product is a centralized DAM system for organizing, distributing, and measuring creative assets across hundreds of formats including 8K video, documents, images, and 3D models. It is built on an API-first architecture with proprietary AI capabilities branded as Brand Intelligence (automated tagging, facial recognition, video scene recognition, speech-to-text, OCR, duplicate detection, and generative AI descriptions) and a patented Smart CDN for low-latency, auto-updating asset delivery across web, email, CMS, and e-commerce channels. The platform is extended through add-on modules: Creative Workflow, Brandguide, Portals, Content Automation (no-code templating), and Workspace, alongside 30+ pre-built integrations with Adobe Creative Cloud, Figma, Canva, Salesforce, HubSpot, Shopify, Sitecore, Salsify, and Slack.

Brandfolder operates a sales-led, enterprise-focused go-to-market with quote-based annual subscription pricing across two tiers (Premium and Enterprise). The company emphasizes ease of use (98% of professional services users rate the UX as most intuitive per source data), fast implementation (1.6 months average go-live), and a quantified value proposition supported by a commissioned Forrester Consulting study showing 273% ROI, $1.13 million in savings over three years, and payback within six months. As part of Smartsheet's enterprise software portfolio, Brandfolder's revenue is not separately disclosed, and the platform is positioned as a complement to Smartsheet's collaborative work management offering through a native integration that unifies asset and task management.

Name

Brandfolder by Smartsheet

Legal name

Brandfolder, Inc.

Website

https://brandfolder.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Brandfolder by Smartsheet is a cloud-based digital asset management platform serving 5,000+ brands globally, including Fortune 500 companies. It provides AI-powered asset organization, creative workflow automation, and patented Smart CDN distribution for marketing and creative teams in enterprise and mid-market organizations.

Ownership category

akta.pro rank

Product category

Digital Asset Management Software

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Digital Asset Management (DAM) for Media/Creative (MPAHAGAB)

akta.pro secondary industries

Metadata Management & Cataloging (Taxonomy, Semantic Search, AI Tagging) (MPAHAGAG), Content Retrieval, Distribution & Reuse Workflows (Interoperability/APIs) (MPAHAGAK), Digital Asset Management (DAM) (HDAEAGAE)

Keywords

• Digital asset management
• Brand asset management
• Creative workflow software
• AI-powered tagging
• Content automation tools

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription - Premium Tier: Subscription-based SaaS model for organizations seeking scalable digital asset management with built-in analytics, bulk asset management, and enhanced tagging capabilities. Includes features like asset analytics, document intelligence (OCR), video AI, asset availability controls, and SSO integration.
2. SaaS Subscription - Enterprise Tier: Full-featured enterprise subscription for large-scale deployments with significant storage, user, and distribution requirements. Includes custom automation, tighter asset permissions, finer organizational controls for multi-brand management, enterprise creative tooling, insights data connector, and vanity URL customization.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Brandfolder is a cloud-based digital asset management (DAM) platform that enables organizations to organize, store, distribute, create, and measure creative assets across hundreds of formats including 8K video, documents, images, and 3D renderings. The core platform is sold as a SaaS subscription with Premium and Enterprise tiers and is enhanced by modular add-on capabilities including AI-powered Brand Intelligence, Creative Workflow management, Portals for curated content experiences, Brandguide digital guidelines, Smart CDN for global asset delivery, and Content Automation for no-code template creation.

Product overview

Brandfolder by Smartsheet is a digital asset management (DAM) platform that operates as a unified core product with multiple integrated modules and add-on capabilities. The core DAM platform (Digital Asset Management) serves as the central hub for organizing, managing, distributing, and measuring creative assets across all formats including 8K video, documents, images, and 3D. This core platform is enhanced by several key modules: Creative Workflow streamlines asset lifecycle from concept to delivery; Brand Intelligence provides AI-powered tagging, search, and analytics; Portals delivers curated content experiences; Brandguide maintains digital brand guidelines; Smart CDN enables asset embedding across channels with automatic updates; Content Automation enables no-code template creation; and Workspace manages creative operations. The platform integrates natively with Smartsheet for combined work and asset management, offers a developer-friendly API for custom integrations, and provides early access to new features through the Brandfolder Insiders beta program.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Asset Management Platform The core digital asset management platform that enables organizations to organize, control, create, distribute, and measure creative assets across hundreds of formats including 8K video, documents, images, and 3D. Sold as a SaaS subscription with Premium and Enterprise tiers.
• Creative Workflow Creative workflow management module that streamlines the complete asset lifecycle from concept to delivery, eliminating creative bottlenecks and enabling collaboration with agencies and contractors. Includes task assignment, status tracking, version control, rights management, and collaboration features.
• Brand Intelligence AI-powered features including automated tagging that adapts to user habits, brand-specific tag recommendations, asset scoring, performance-based analytics, people tagging with facial recognition, video scene recognition and speech-to-text transcription, duplicate detection, and similar asset identification.
• Portals Highly curated and custom content experiences as a customizable homepage for assets, enabling onboarding, media kits, event planning, and partner preparation. Supports branded content hubs with configurable layouts.
• Brandguide Digital brand guidelines platform providing always up-to-date, accessible brand style guides with multi-brand structures, analytics, and user management. Supports PDFs, Office files, and MP4s via drag and drop editor.
• Smart CDN Patented content delivery network service enabling embedding of high-quality assets across web, email, CMS, and e-commerce channels directly from Brandfolder, automatically updating when assets are replaced. Includes patented technology for accelerated transfer speeds with fewer failures and low latency worldwide.
• Smartsheet + Brandfolder Integration Integration combining digital asset management with collaborative work management, bringing marketing, creative, and content together in one place with end-to-end visibility. Enables finding assets, publishing completed assets, syncing insights, and managing task status between Brandfolder and Smartsheet.
• Content Automation No-code template editor empowering teams to create and publish templates, customize content instantly, edit multiple templates at once, and bulk create from CSV. Enables non-designers to customize content while maintaining brand consistency through locked design elements.

Quantifiable outcome

• 273% ROI after implementing Brandfolder
• +8 more outcomes

Named customers14 records

Segments17 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration51 records

AI capability11 records

Feature7 records

Partnerships

25 partnerships are on record, tiered core.

• Adobe Creative CloudcoreTechnology or IntegrationDeep integration with Adobe Creative Cloud applications including Illustrator, InDesign, and Photoshop. Enables creatives to search, access, and insert Brandfolder assets directly from Adobe applications. CI HUB connector provides additional Adobe integration capabilities for InDesign, Illustrator, Photoshop, and Premier.
• FigmacoreTechnology or IntegrationIntegration enabling Brandfolder and Figma users to access approved digital assets to build on-brand designs. After completing a design, users can publish the final product as a new asset in Brandfolder.
• SmartsheetcoreTechnology or IntegrationNative integration bringing Brandfolder core functionality into Smartsheet. Enables finding and adding assets right from a Smartsheet, publish completed assets directly from Smartsheet to Brandfolder, sync insights from Brandfolder to Smartsheet, and manage task status with automatic reflection of changes in Brandfolder.
• CanvacoreTechnology or IntegrationIntegration allowing users of both systems to design presentations, social media graphics, and more with access to Brandfolder assets. When a design is ready, it can be published to Brandfolder with one click.
• ContentfulcoreTechnology or IntegrationIntegration allows users to quickly select assets in Brandfolder for use in Contentful headless CMS. Users can utilize assets, imagery, and metadata inside Brandfolder directly within Contentful.
• SitecorecoreTechnology or IntegrationSitecore customers can use content in Brandfolder right from the Sitecore Media Library, where assets can be searched, previewed, and published through Sitecore Content or Experience Editors.
• ContentstackcoreTechnology or IntegrationContentstack is a pioneer of headless CMS allowing organizations to manage content across digital channels and create digital experiences using Brandfolder assets.
• SalesforcecoreTechnology or IntegrationEmpowers sales teams to easily locate and share brand assets from within Salesforce CRM. Also includes Salesforce Marketing Cloud integration for building on-brand content.
• HubSpotcoreTechnology or IntegrationConnects Brandfolder with HubSpot to integrate assets seamlessly between platforms to help power email and landing page content. Media Bridge enables embedding assets from Brandfolder in HubSpot.
• SlackcoreTechnology or IntegrationSlackbot enables customers to find and view assets, as well as manage Brandfolder notifications from their company's Slack app.
• ShopifycoreTechnology or IntegrationIntegration allows users to quickly find and use assets to create content for on-brand online stores without leaving Shopify. Also available on Shopify App Store.
• SalsifycoreTechnology or IntegrationSync assets with Salsify to automatically maintain product data across both DAM and PIM environments. Automatically syncs assets from Brandfolder to Salsify and sends product data back to maintain Brandfolder as single source of truth.
• ZapiercoreTechnology or IntegrationEnables Brandfolder customers to create their own integrations and automated workflows without code, connecting to thousands of applications.
• Microsoft OfficecoreTechnology or IntegrationDrag and drop files from Brandfolder directly into Microsoft Office applications. Also includes Microsoft Office 365 Groups integration for tracking asset usage in real-time.
• Google AppscoreTechnology or IntegrationAdd files to Brandfolder from favorite Google applications including Google Docs and Sheets.
• HootsuitecoreTechnology or IntegrationIntegration enables scheduling and publishing content in Brandfolder across social channels using Hootsuite.
• WordPresscoreTechnology or IntegrationUtilize Brandfolder assets in WordPress pages and posts, easily embed Brandfolder on site, and manage Brandfolder from WordPress admin panel.
• HighspotcoreTechnology or IntegrationIntegration with Highspot sales enablement platform to maximize sales team performance and streamline asset transfer.
• SeismiccoreTechnology or IntegrationIntegration maximizes sales team performance, streamlines asset transfer from Brandfolder to Seismic, and reduces need to download and re-upload content.
• OktacoreTechnology or IntegrationOkta's cloud security technology enables Brandfolder users to access assets from any device, anywhere.
• OneLogincoreTechnology or IntegrationSecure single sign-on integration with OneLogin saves time and money while increasing data security.
• SAML/SSOcoreTechnology or IntegrationSecurity Assertion Markup Language and Single Sign-On support allowing Brandfolder users to use one login for networks, systems, and online applications.
• WebHookscoreTechnology or IntegrationReceive real-time notifications whenever digital assets change within Brandfolder for keeping other integrated systems updated and in sync.
• Microsoft Active DirectorycoreTechnology or IntegrationConnect Brandfolder with Microsoft Active Directory to make assets accessible via Single Sign-On environment.
• Salesforce Marketing CloudcoreTechnology or IntegrationFind and leverage product and marketing assets from Brandfolder to build on-brand content in Salesforce Marketing Cloud's Content Builder.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MediaValet: MediaValet is a cloud-based DAM platform built on Microsoft Azure targeting enterprise and mid-market marketing teams with similar AI-driven asset organization, brand portals, and distribution features. Both vendors position around ease-of-use, enterprise security, and integrations with creative and marketing tools.
• Canto: Canto is a long-standing direct DAM competitor targeting mid-market and enterprise marketing teams with similar capabilities in asset organization, brand portals, AI tagging, and distribution. Both vendors compete directly on G2's DAM Grid and pursue similar buyer use cases around brand consistency and global asset distribution.
• Cloudinary: Cloudinary provides a cloud-based media management platform with AI-powered image/video transformations, auto-tagging, and DAM capabilities focused on developers and digital teams. Comparable to Brandfolder in DAM + AI scope but differentiated by a developer-first, PLG-oriented go-to-market versus Brandfolder's enterprise sales motion.
• Bynder: Bynder is one of the closest direct competitors to Brandfolder, offering a cloud-based digital asset management platform with AI-powered tagging, brand guidelines, and creative workflow tools for mid-market and enterprise marketing teams. Both platforms target the same buyer personas (brand managers, CMOs, creatives) with similar DAM-first value propositions.
• Widen (an Acquia product): Widen, now part of Acquia (an enterprise Drupal company), offers a DAM platform with AI-powered metadata, brand portals, and integrations comparable to Brandfolder. Both vendors target marketing and brand management teams with similar feature sets around asset organization, distribution, and analytics.
• Aprimo: Aprimo combines digital asset management with marketing operations, resource management, and campaign planning — overlapping significantly with Brandfolder's Creative Workflow and Workspace modules. Both platforms target enterprise marketing organizations seeking to unify asset management with creative and campaign operations.
• Frontify: Frontify is a brand management and DAM platform focused on brand guidelines, asset libraries, and brand portals for enterprise brand teams. The Brandguide module of Brandfolder competes directly with Frontify's brand guideline capabilities, while the core DAM competes on shared asset organization features.

Broad incumbents

• Box: Box provides enterprise content management with file storage, metadata, permissions, integrations, and workflow capabilities that overlap with Brandfolder's DAM use cases in regulated industries. Box's enterprise sales motion and IT-centric buyer overlap with Brandfolder's Fortune 500 customer base.
• Adobe Experience Manager (AEM) Assets: Adobe Experience Manager Assets is the DAM module within Adobe's enterprise experience management suite, deeply integrated with Adobe Creative Cloud tools (the same tools Brandfolder targets via plugin). As an incumbent, AEM Assets competes with Brandfolder for enterprise DAM budgets, particularly among Adobe-centric customers.
• Dropbox: Dropbox offers file storage and asset management features (Dropbox Dash, file previews, shared folders, integrations with Adobe/Figma) that compete with Brandfolder for simpler DAM use cases, particularly among SMBs and prosumers. As a broad incumbent, Dropbox lacks Brandfolder's enterprise workflow depth but has vastly larger distribution and brand awareness.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Brandfolder
• YouTubeyoutube.com/user/brandfolder
• Facebookfacebook.com/Brandfolder
• LinkedInlinkedin.com/company/brandfolder-inc-
• Instagraminstagram.com/brandfolder
• TikToktiktok.com/@brandfolder

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brandfolder by Smartsheet