The deliverable · pillar Ⅲ
One document that says what you own, who controls it, and what happens if they disappear.
Every brand lives in a set of digital assets — files, fonts, photography, domains, handles, profiles, accounts. The Asset Register is the record of all of them. We build it in the first three weeks and keep it current for as long as we manage the brand.
What's in it
Every digital asset, with four things recorded against each: what it is, who controls it, when it expires, and how to get it back.
Domains & infrastructure
Domains in every extension · registrar and registrant of record · expiry and auto-renewal state · payment method on file · registrar lock and DNSSEC · DNS zone · hosting and SSL · SPF, DKIM, DMARC
Accounts & handles
Every social platform, including ones you don't post on · owner of record · recovery email and phone · two-factor method · named admins · defensive registrations · anywhere your name is in use by someone who isn't you
Business & commerce
Google Business Profile at each location · OTA and directory listings · Business Managers · ad accounts · pixels and tag containers · analytics · payment gateways
Creative & licences
Master logo artwork and its format · guideline working files · font licences with named licensee · stock licences · photo and video libraries with written usage rights · templates · archive location for each
Access & recovery
Credential vault entries and who can open them · role-based addresses the company owns · named administrators per platform · the documented recovery path for each asset · the date that path was last actually tested
The statuses
| Held | Registered in your name. Recovery verified. Expiry tracked. Nothing to do. |
| Delegated | Yours. We administer it. You can remove us in an afternoon. |
| Expiring | Renews within ninety days. Payment method confirmed, not assumed. |
| At risk | Yours on paper, but recovery depends on one person, one phone, or an address nobody can open. |
| Not yours | Registered to a third party. Recovery in progress, with a status and a date. |
| Contested | Someone else is using your name here. Action pending. |
The live sample
A real register, with the names changed.
Try "Not yours". It's usually the shortest list and the most expensive one.
| Asset | Type | Controlled by | Status |
|---|
19 of 19 assets shown
Get your own — free alignment checkHow it's maintained
Built in the first three weeks. During the audit and registration phases. A draft at the end of week two, complete by the end of week three.
Updated as things change. Every time we register something, produce a file, buy a licence, add an administrator or resolve a recovery, the entry changes and the change is dated.
Reviewed with you quarterly. What moved, what's expiring, who's had access added or removed, what's still outstanding.
Tested annually. The recovery drill. We attempt an actual recovery on a sample of accounts to find out whether the documented path works. Roughly once a year, on at least one asset, it doesn't — and finding that out on a Tuesday in a drill is considerably better than finding it out in a crisis.
Handed over on request. Not on notice. Not on exit. On request, any time, in a portable format, with no conversation about why you want it.
Questions
Is this a software product?
No. It's a maintained document, produced and kept current by people. We'd rather deliver one accurate document than sell you a dashboard that's out of date because nobody was responsible for updating it.
Does the register contain our passwords?
No. It records where credentials live, who can access them and how recovery works. Passwords themselves stay in a vault with a documented access policy. The register is a map, not a keyring.
How is this different from a spreadsheet we could make ourselves?
Mechanically, not very. In practice, entirely — because the value isn't the format, it's someone being accountable for keeping it true. Most businesses have made this spreadsheet once. Almost none have one that's accurate today.