# Brandfolder Reviews **Vendor:** Smartsheet **Category:** [Digital Asset Management Software](https://www.g2.com/categories/digital-asset-management) **Average Rating:** 4.4/5.0 **Total Reviews:** 1,427 ## About Brandfolder Brandfolder is a visually-elegant and user-friendly Digital Asset Management software that allows marketers and creatives across industries to maximize their brand management potential. Brandfolder is more than just storage for your digital assets; with our solution’s cloud-first architecture, users can organize, manipulate, distribute, and analyze their most important digital collateral from a single source of truth. With advanced AI-powered smart search, asset editing and manipulation, annotated workflow with approvals and notifications, and actionable brand insights, Brandfolder’s feature suite amplifies cross-team collaboration and productivity and empowers external users to access the content they need with unprecedented ease. ## Brandfolder Pros & Cons **What users like:** - Users love the **ease of use** of Brandfolder, which simplifies digital asset management and enhances team collaboration. (95 reviews) - Users value the **centralized asset management** of Brandfolder, enhancing accessibility and collaboration across global marketing teams. (70 reviews) - Users appreciate the **easy file sharing** and organization provided by Brandfolder, enhancing professionalism and collaboration. (48 reviews) - Users value the **centralized content management** of Brandfolder, facilitating easy access and sharing of assets across teams. (42 reviews) - Users love the **organized asset management** capabilities of Brandfolder, ensuring easy access and brand consistency across projects. (40 reviews) - Users value the **convenient image search** of Brandfolder, enhancing workflow with easy tagging and organization features. (35 reviews) - Content Sharing (33 reviews) - Ease of Finding (32 reviews) - Tagging System (32 reviews) - Users appreciate the **easy organization** of Brandfolder, allowing efficient sharing and searching of brand assets with minimal training. (31 reviews) **What users dislike:** - Users feel Brandfolder is **expensive** and struggle to justify costs due to its pricing model's complexities. (27 reviews) - Users find the **search difficulties** frustrating, especially for non-technical team members struggling with filters. (24 reviews) - Users face a **steep learning curve** with Brandfolder's features and interface, making it challenging to navigate effectively. (22 reviews) - Users find that **tagging issues** disrupt their workflow and lead to confusion when managing assets in Brandfolder. (21 reviews) - Users find the **missing features** in Brandfolder challenging, particularly with download settings and asset sorting options. (20 reviews) - Search Issues (19 reviews) - Users express frustration with the **limited customization options** in Brandfolder, impacting usability and efficiency significantly. (18 reviews) - Inefficient Tagging (16 reviews) - Integration Issues (16 reviews) - Inadequate Search Functionality (15 reviews) ## Brandfolder Reviews ### 1. Enhances Asset Organization with Seamless Search **Rating:** 4.5/5.0 stars **Reviewed by:** James M. | Marketing Coordinator, Mid-Market (51-1000 emp.) **Reviewed Date:** July 09, 2020 **What do you like best about Brandfolder?** I like Brandfolder for the much better organization of our assets compared to storing them locally on computer folders. The easy ability to search and find assets is also a big plus for me. There's tons of metadata that makes searching easy, and it even scans text on assets I've uploaded, allowing me to search for keywords and bring up any assets that have that text in the image. Additionally, the initial setup was very easy. **What do you dislike about Brandfolder?** It can sometimes be a little slow to load previews of assets. **Recommendations to others considering Brandfolder:** Give a little bit of a break, maybe develop more things for customers who are already paying a ton. Some addons IMO really don't feel as though they warrant being paid for. That's just one person's opinion. I will give bonus points for the fact that I've seen support react very quickly to bugs or glitches and patching the platform. That's nothing something I can say I've really ever seen from other products I've used in the past. **What problems is Brandfolder solving and how is that benefiting you?** Brandfolder organizes our assets much better than local storage and makes searching easy with metadata and text scanning on assets. ### 2. Brandfolder: Simplifies Asset Management with Stellar Support **Rating:** 5.0/5.0 stars **Reviewed by:** Tom G. | Director of Web Experience, Small-Business (50 or fewer emp.) **Reviewed Date:** April 29, 2026 **What do you like best about Brandfolder?** I find Brandfolder to be a huge timesaver, especially for locating appropriate images for web design and marketing initiatives. The image embedding feature is fantastic because it allows me to make changes to an image without having to reupload it to multiple sites. I love the extremely logical user interface and the organizational flexibility that lets us customize workflows to fit our needs. The brand portal is perfect for providing necessary assets to other departments. I appreciate how Brandfolder facilitated organizational adoption during our onboarding period. Their support team was also very helpful, meeting with us to help us get to the next level when we faced difficulties. Overall, I am highly satisfied with Brandfolder. **What do you dislike about Brandfolder?** The tagging and metadata structure is quite different from what we were used to; the nested folder style. So that was a big adjustment. **What problems is Brandfolder solving and how is that benefiting you?** Brandfolder is a huge timesaver for locating images and allows changes without reuploads. The user interface is logical, offering flexible workflows and the brand portal aids in sharing assets across departments. ### 3. Highly Effective for Branding Control, Needs Improved Reporting **Rating:** 4.0/5.0 stars **Reviewed by:** Chris R. | Creative Freelancer, Mid-Market (51-1000 emp.) **Reviewed Date:** March 24, 2026 **What do you like best about Brandfolder?** I use Brandfolder to distribute branded templates to field teams and appreciate how it allows me to store reusable assets for non-creative team members. I like the level of control it gives me without requiring me to be hands-on all the time. Brandfolder lets me create user groups and assign distinct roles, allowing tight access control. The ability to use the same distribution platform and set usage dates for assets is a major plus. I rely heavily on the Print UI plugin in InDesign to easily create templates. The initial setup was fairly simple for an enterprise software. **What do you dislike about Brandfolder?** The reporting functionality is limited. And, there are ways to use the platform for works in progress, but they're not very intuitive. **What problems is Brandfolder solving and how is that benefiting you?** I use Brandfolder to store reusable assets and distribute them to non-creative team members without compliance issues. It lets me control access with user groups and roles, and set usage dates, which helps manage branded materials effectively. ### 4. Streamlined Asset Management with Top-Notch Usability **Rating:** 5.0/5.0 stars **Reviewed by:** Jackie M. | Manager, Influencer, Mid-Market (51-1000 emp.) **Reviewed Date:** April 23, 2026 **What do you like best about Brandfolder?** I love how Brandfolder makes it so easy to use, share externally, and organize thousands of digital assets. The product is head and shoulders better than what we used before. It's way easier to use, more powerful, and better supports the volume of content we have, offering better and more straightforward rights management. **What do you dislike about Brandfolder?** Sometimes search can be a bit picky, but I think that's mostly due to how some of our files are named. I think if it was more intuitive. **What problems is Brandfolder solving and how is that benefiting you?** I find Brandfolder keeps thousands of digital assets accessible and organized. It's easy to use, share, and manage rights. It's more powerful and supports a higher volume of content compared to our previous tool. ### 5. Easy Integrations and Solid Support, but Board Sharing Needs Improvement **Rating:** 3.5/5.0 stars **Reviewed by:** Heather T. | Social Media Marketing Specialist, Enterprise (> 1000 emp.) **Reviewed Date:** March 30, 2026 **What do you like best about Brandfolder?** I like the ability for integration with other platforms. It is easy enough to use and manage with limited performance issues and support available. **What do you dislike about Brandfolder?** It would be great to be able to share boards for projects with other users, rather than downloading and sending externally or tagging specifically. **What problems is Brandfolder solving and how is that benefiting you?** It is a simple platform for an formal image library. The integration with Canva is greatly appreciated. ### 6. Streamlined Asset Management with Ease **Rating:** 4.0/5.0 stars **Reviewed by:** Steven M. | Account Manager, Marketing and Advertising, Enterprise (> 1000 emp.) **Reviewed Date:** December 16, 2025 **What do you like best about Brandfolder?** I love using Brandfolder to access and download all the assets I need daily. It's my go-to place to quickly find the latest images, templates, and brand guidelines without worrying if the files are up to date. I find it easy to search and get the right versions, which prevents the hassle of digging through emails or shared drives. I appreciate that it eliminates confusion about file versions, assuring me that I'm using the most up-to-date and approved materials. The search and filter tools are great for quickly finding the right assets, and everything is organized and up-to-date, which greatly increases my efficiency. I also like the clean interface and that I can download files in the formats I need without extra steps. The initial setup was straightforward and well-guided, clearly showing how to access files with clear organization. **What do you dislike about Brandfolder?** One thing is that when searching for large files or browsing extensive folders, it can be a bit slower. Improving this speed time would be helpful. **What problems is Brandfolder solving and how is that benefiting you?** I use Brandfolder to quickly find up-to-date images and templates, preventing the hassle of searching through emails or shared drives. It ensures I have the latest brand files, eliminating version confusion. Its search tools boost my efficiency and ease external sharing. ### 7. Good to use software **Rating:** 4.0/5.0 stars **Reviewed by:** Chirag G. | SDR, Enterprise (> 1000 emp.) **Reviewed Date:** October 06, 2025 **What do you like best about Brandfolder?** It simplifies brand management and collaboration—no more digging through folders or emailing design files. The platform’s version control and permissions features ensure teams always use the most up-to-date assets. The ability to share collections securely with external partners or clients is a big plus. Overall, it boosts productivity and maintains brand consistency. **What do you dislike about Brandfolder?** Occasionally, large uploads can take longer than expected, and some integrations could be more seamless. Reporting and analytics, while helpful, could offer deeper insights into asset usage. Still, these are minor compared to the value Brandfolder delivers. **What problems is Brandfolder solving and how is that benefiting you?** Brandfolder solves the challenge of scattered and inconsistent digital assets by centralizing all brand material—images, logos, videos, and collateral—in one searchable, governed repository. This benefits me by: saving time (no more hunting for the correct file), ensuring brand consistency across teams and channels, and streamlining collaboration by giving controlled access to external partners and internal users alike. ### 8. Well-Structured Tool with a strong API for Complex Content Needs **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Mid-Market (51-1000 emp.) **Reviewed Date:** May 07, 2026 **What do you like best about Brandfolder?** It is well structured and has an advanced API that supports complex content requirements **What do you dislike about Brandfolder?** There's not much I dislike, but worth noting that enablement for new users can take some time and the overall setup needs to be really well documented in order to get the most out of the tool. **What problems is Brandfolder solving and how is that benefiting you?** Multilingual assets can be shared in content in various languages. Plus storing and organising a huge library of files ### 9. Efficient Photo Management Tool with Room for Improvement **Rating:** 4.0/5.0 stars **Reviewed by:** Chris S. | Chief Marketing Officer, Mid-Market (51-1000 emp.) **Reviewed Date:** May 29, 2024 **What do you like best about Brandfolder?** I find Brandfolder's visual interface and ease of sorting and browsing assets incredibly valuable. The intuitive and easy setup process made onboarding straightforward with excellent support assistance. I particularly love being able to share assets easily both within and outside our organization, which greatly enhances our workflow efficiency and asset distribution. The ability to customize shareable links and manage access through passwords and expiration settings adds to the utility. **What do you dislike about Brandfolder?** The AI tagging feature in Brandfolder is clunky and presents challenges for our organization. It lacks the ability to recognize synonyms, which hinders our internal tagging processes and makes navigation more difficult. Additionally, Brandfolder is quite expensive for us, costing approximately $8,000 annually. This pricing feels particularly high for our needs. **What problems is Brandfolder solving and how is that benefiting you?** Brandfolder significantly improved our photo organization and distribution processes, making it quick and efficient for my team to access, tag, and share photos for marketing and donor communications. ### 10. Dated product, lackluster support, zero innovation **Rating:** 0.5/5.0 stars **Reviewed by:** H Q. | Manager, Enterprise (> 1000 emp.) **Reviewed Date:** August 20, 2025 **What do you like best about Brandfolder?** It gets the job done as far as organizing our team's assets goes, and it enables them to share them easily. It's a tool our team has come to rely on, despite the issues we've had. **What do you dislike about Brandfolder?** Ease of use / user experience One of the biggest issues is usability. Brandfolder offers multiple ways to organize content — tags, labels, filters, custom fields, and collections. On paper, these sound helpful. In practice, they are duplicative, confusing, and buried within the interface. Despite training, our users find the taxonomy overwhelming and just bypass it entirely, defaulting to the global search bar. Unfortunately, the search functionality is weak and ineffective, so all of the administrative work around tagging, labeling, and custom fields essentially goes to waste. We invested significant time building automations that tied these systems together (e.g., custom fields automatically generating tags and labels), but Brandfolder now only offers the automation feature on the Enterprise plan — and it's table stakes for their competitors to offer that feature on lower plans. Now our team has to maintain this duplicative taxonomy manually, which feels like a time sink that delivers limited benefit because end users ignore it. We’ve tried to use Portals to simplify the user experience, but Portals only help in very limited contexts. For the majority of our users, the core UI remains confusing and inefficient, and finding assets is still harder than it should be. Customer support and account management Customer support has been another persistent pain point. In four years, we have not had a single account rep stay with us for more than a few months. Every time we reach out, we’re told our rep is no longer with the company, and we’re reassigned yet again. The new rep almost always starts by trying to sell us on Smartsheet, despite our repeatedly stating that Smartsheet is not an option for our organization. This constant turnover signals instability inside Brandfolder and makes it impossible to build a productive relationship. It also means we spend time re-explaining our account history and needs to a revolving door of reps who aren’t aware of prior conversations. PrintUI templating add-on By far our biggest frustration has been the PrintUI templating tool, which was initially an add-on we opted in to. Over the years, it’s become increasingly buggy and is now essentially unusable. Our users dislike it so much they refuse to adopt it. It slows down workflows, creates bottlenecks, and has become a liability rather than a solution. In the age of Canva, there is no reason someone would want to use a tool like PrintUI instead. We escalated many bugs to support, and with one recurring bug, we escalated it so many times over a year that we were finally told by Brandfolder that they had withdrawn support for PrintUI entirely and would no longer implement bug fixes. This was particularly egregious because we had just paid for additional templates under the impression that the product would continue to be supported and eventually fixed. To add insult to injury, another even described PrintUI as being run by “two old guys in a basement,” which was apparently their way of explaining its poor quality. That level of dismissiveness toward a product they were actively selling us was shocking. Brandfolder’s proposed replacement, the “Content Automation” tool, was presented as a modern upgrade. But in demos, it was only marginally better than PrintUI, came with a much higher cost, and still didn’t solve our needs. We decided not to switch. However, when renewal came around, Brandfolder changed their pricing model and forced us to continue paying for PrintUI as part of our plan, even though the product is essentially dead. Renewal and pricing experience Our most recent renewal was very frustrating. We went into the conversation expecting a standard renewal process and were blindsided when the Brandfolder team told us we had been receiving a “steep discount” for years — something that had not been properly disclosed. They then announced that these discounts would be expiring, and our plan would be shifting into a new, more expensive “enterprise” bucket (which we didn’t even realize we were in). The proposed package was significantly more expensive, and although they offered temporary discounts to soften the blow, the increase was still substantial. When we asked about cheaper plans, the reps admitted there were other tiers but could not clearly articulate what those included or how they differed from what we had. We were left to do the work ourselves to figure out what downgrading would mean in terms of lost functionality. The negotiation felt unnecessarily opaque and high-pressure, with a big push to lock us into a one-, two-, or three-year plan at a much higher cost. We ultimately downgraded to a smaller plan, but it still costs more than what we were paying previously, and it no longer meets our needs. Lack of innovation Finally, the pace of innovation has been disappointing. In the four years we’ve been with Brandfolder, the core product hasn’t meaningfully changed. Competitors are launching AI-driven features, building more efficient workflows, improving their interfaces, and innovating in digital asset management. Brandfolder, by contrast, seems stagnant. Our impression is that after being acquired by Smartsheet, the focus has shifted away from improving Brandfolder as a standalone product. Overall Between the poor UI, ineffective taxonomy, unusable PrintUI templating, constant rep turnover, opaque and costly renewals, and lack of innovation, we’ve been thoroughly disappointed. We are actively exploring competitors and plan to move off the platform soon. For anyone in creative operations evaluating DAM solutions, I would strongly caution against Brandfolder. **What problems is Brandfolder solving and how is that benefiting you?** Consolidation of brand assets, enabling sharing of brand assets ## Brandfolder Discussions - [What is the best online proofing system that integrates well into the Brandfolder platform?](https://www.g2.com/discussions/14723-what-is-the-best-online-proofing-system-that-integrates-well-into-the-brandfolder-platform) - 1 comment, 1 upvote - [How long does it take to setup Brandfolder?](https://www.g2.com/discussions/619-how-long-does-it-take-to-setup-brandfolder) - 1 comment, 1 upvote - [What features are available on the Brandfolder Enterprise plan?](https://www.g2.com/discussions/618-what-features-are-available-on-the-brandfolder-enterprise-plan) - 1 comment, 1 upvote - [How secure is Brandfolder?](https://www.g2.com/discussions/how-secure-is-brandfolder) - 1 comment, 1 upvote - [View Brandfolder pricing details and edition comparison](https://www.g2.com/products/brandfolder/reviews/brandfolder-review-1876259?section=pricing&secure%5Bexpires_at%5D=2026-05-17+01%3A42%3A12+-0500&secure%5Bsession_id%5D=67ad6e9c-2cf2-48bc-b0e1-182858a4cbb6&secure%5Btoken%5D=b5ffcc71a221db3c7bad2fd33819af643ec488bf96141b94eda5b5f13051bdc5&format=llm_user) ## Brandfolder Integrations - [Adobe InDesign](https://www.g2.com/products/adobe-indesign/reviews) - [Adobe Photoshop](https://www.g2.com/products/adobe-photoshop/reviews) - [Asana](https://www.g2.com/products/asana/reviews) - [BigCommerce](https://www.g2.com/products/bigcommerce/reviews) - [Canva](https://www.g2.com/products/canva/reviews) - [Drupal](https://www.g2.com/products/drupal/reviews) - [Facebook](https://www.g2.com/products/facebook/reviews) - [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - [PageProof](https://www.g2.com/products/pageproof/reviews) - [PrintUI](https://www.g2.com/products/printui/reviews) - [Shopify Plus](https://www.g2.com/products/shopify-plus/reviews) - [Smartsheet](https://www.g2.com/products/smartsheet/reviews) - [WordPress.com](https://www.g2.com/products/wordpress-com/reviews) - [Zapier](https://www.g2.com/products/zapier/reviews) ## Brandfolder Features **Interface and Performance** - Import/Export - Organizational Interface - Search - File Preview - Analytics **Editing** - Photo editing - Resizing - Video editing - Integration with editing tools **Asset Management** - File Types - Metadata - File Transformation - Versioning - Expiration - Watermark - Digital Rights Management - Brand Guidelines **Search** - Filtering - Pinned search - Auto tagging - Suggested search **Media Types** - Video - Audio - Images **Permissions** - Content expiration - Asset permissions - Access requests **Administration** - Workflow Management - User, Role, and Access Management - Brand Portal - Integration with Creative Software - Integration with Marketing Software **Platform** - Customizable brand guidelines - Collaboration - Templates **Agentic AI - Digital Asset Management** - Cross-system Integration **Agentic AI - Brand Asset Management** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making ## Top Brandfolder Alternatives - [Canto](https://www.g2.com/products/canto/reviews) - 4.4/5.0 (1,726 reviews) - [Bynder](https://www.g2.com/products/bynder/reviews) - 4.5/5.0 (1,105 reviews) - [Acquia DAM (Widen)](https://www.g2.com/products/acquia-dam-widen/reviews) - 4.4/5.0 (614 reviews)