Brand Assets: An Indispensable Part of Your Brand Identity

Asif Mahmud

By 

Asif Mahmud

Published 

Apr 30, 2022

Brand Assets: An Indispensable Part of Your Brand Identity

Table of Content:

A lot of businesses will struggle to note down what their brand assets are. It may be due to the businesses not having any idea about their brand assets, or it can also be down to the businesses not possessing any distinct ones. Not having distinctive brand assets can be a real downer if you’re trying to grow and stand out.

If you’re still wondering what brand assets are, there’s no need to worry. That’s why we are here.

In this article, we will take you through a basic understanding of brand assets, along with the elements that are considered so. We will also provide suggestions that will help you make the best out of your elements.

What are Brand Assets?

Brand assets are the elements that make your brand distinguishable and unique. Your customers have to be able to associate these elements to your brand if the elements are to be considered as brand assets. The customers will think of you if they come across any of such from your brand.

These can be doesn’t necessarily have to be something flashy, or something that is supposed to be unique in the first place such as your logo or slogan. The elements are there to position your brand in the customers mind, both on a conscious and a subconscious level.

Jingles, color schemes, the name of your company, typography, mascots, your style of packaging, songs, videos, etc. can all be brand assets.

However, one thing you must remember is that the brand asset has to remind the customers of your product, not just the category of the product. If the song you consider as your brand asset reminds customers of juice, but not the juice that your brand sells, then the song can’t be considered a brand asset. Your brand assets should only remind the customers of your brand.

People using blocks to create the word 'BRAND'

Logo, Tagline and Color Scheme: The Most Successful Brand Assets

It’s not surprising to see that these three are the most successful brand assets. Let us go through each of them specifically.

Logo

Imagine you come across a tick sign on its own. If you start to think of a brand immediately, you’ll arrive at Nike.

Logos are highly important because they have to be unique. You can’t copy someone else’s logo. But the important thing is for your logo to be memorable. Your logo can be quite simplistic, but if it’s memorable, it’ll work.

Tagline

Think Different.

Because You’re Worth It.

Just Do It.

I’m Lovin’ It.

Chances are extremely high that you knew straight away the brands that these taglines are associated with. Taglines are highly effective in terms of etching a lasting impression in the minds of the customers.

Your tagline must be catchy. It shouldn’t be too complicated for the customers to understand, or too long for customers to forget. People should be able to remember it easily, and you have to give them reasons within the tagline for them to remember it, and most importantly, your brand.

Color Scheme

The first impression lasts the longest, and that’s why color scheme works so well as a brand asset. Research shows that 62%-90% of the assessment that people make of products or brands is based on colors alone. Yes, that’s how crucial a role colors play in positioning your brands in people’s minds.

However, it’s extremely important to note that your color scheme has to be consistent to be successful. From your website to every point of contact between your brand and your customers, the color scheme needs to be consistent. If you splatter colors everywhere, the customers won’t remember your color scheme.

With a proper combination of a unique and pleasant color scheme, a catchy tagline, and a logo to remember, your brand can position itself firmly in the minds of the customers.

Brand Assets: How to Make the Best Out of Them?

By now, you are aware of what brand assets are, and you should also know what your brand assets are. But how do you know if they are up to the mark? Do you think they are? Of course you do, at least to a certain extent, otherwise they wouldn’t be there.

However, there are certain pointers to keep in mind if you want to use your brand assets to the best extent.

Prepare Assets that Centralized and Easy to Access

If people have to dig deep through various barriers to find your brand assets, then chances are high that they will never get to know that they, and therefore your brand, exist. Your brand assets should be as easy as possible for the customers to get access to – they may even present themselves to the customer, if possible!

Creating a centralized system is extremely crucial for your brand assets to be successful. If you keep your brand assets in a centralized system, you can maintain consistency as well as make it easy for people to find the brand assets. Maintaining consistency is extremely crucial for your brand assets to be memorable.

Coordination Across Distribution Channels

If your brand assets don’t match in different distribution channels, then obviously they won’t be able to create a consistent image on people’s minds. Worse, the inconsistency can make your brand look inconsistent in the minds of customers.

So, you need to ensure that your brand assets are consistent throughout your social media, blog posts, videos, songs – in short, everywhere your brand offers its assets.

Analyze the Performance of Your Assets and Plan Accordingly

So, you create some awesome brand assets. You’re satisfied with their quality. However, they end up failing to bring more customers to your business. What do you do?

Yes, it’s extremely important for you to keep track of your brand assets’ performance. That’s why, constantly monitoring the performance is key to the success of them. Know the ones that are getting more success, and change the ones that are underperforming. You should also try and detect why the ones that are getting more success are doing better than others.

It is through brand assets that you position your brand in the minds of your target audience. We hope that with the help of our discussion, you’ll be able to come up with unique and memorable brand assets for your brand as well. Best of luck!

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