All companies that want to attract customers and stand out from the competition need strong brand assets. These elements help to build identity, maintain consistency and generate trust. Given that trust is the second most important factor when buying a new brand, it is essential that brand assets are designed to highlight your values, strengths, offerings and identities.
This makes it possible to create immediately recognisable customer connections. Think of Amazon’s packaging, Pixar’s lamp or Apple’s minimalist design. For example Pepsi, what do we associate with this brand? We are likely to think of the colour blue, its symbol, or even its typeface, or we may think of music, or concerts, or perhaps a specific artist that relates to the product.
These assets are not simply logos and slogans. They are the combination of several elements that come together to create a unique and distinguishable identity. If well designed, brand assets can create brand awareness, increase marketing ROI, build customer loyalty and provide a competitive advantage in the marketplace.
Any company can develop distinctive assets that attract customers and increase sales. To begin, let’s review the basics of brand assets before moving on to some examples that show how to leverage these essential brand elements.
What are brand assets?
You’ve probably heard of them. But do you really know what they are? Well, your brand identity is what you convey, and your assets build, in part, this identity. Every brand wants to be recognisable and identifiable at first glance, and brand assets are those elements of design, branding and marketing that convey a brand’s identity. They foster a quick association with the brand, and help differentiate it from its competitors.
Whether physical or digital, visual or non-visual, brand assets are elements that companies use to create their identity. From logos and slogans, to sounds, typefaces and colour palettes, these elements help to forge a coherent brand identity.
In any case, these assets have to comply with two principles in order to be effective:
- They must be unique: they must be automatically associated with the brand in the consumer’s mind.
- They must be recognisable: brand recognition, identification and consistency is a very important part of any strategy and organisation. Assets help to achieve these objectives, marking the distinction of a brand and giving it character and personality.
There are different types of these assets, which are divided into six main groups that allude to the senses they are named after: visual, audio, tactile, olfactory, gustatory and intangible brand assets. From the best known to the less popular ones.
Advantages of having brand assets:
They gain responsiveness
The value of brand assets lies in the response we get from the audience, for example, listening to Netflix’s sound branding, the one heard when watching the animated “N”, has become a sound capable of transmitting emotions and memories in its users.
Generate consumer loyalty
The ability of assets to generate memories allows us to create an emotional connection with consumers, increasing brand loyalty. These assets remain in our minds and influence purchasing decisions simply because they are familiar to our eyes.
They have a competitive advantage
According to a study by Millward Brown, brands with strong assets are 50% more effective than their competitors. This is because these assets have unique characteristics that give them an exclusive advantage over their competitors. In this way they have an immediate association with the brand.
Generate recognition
The colour of a brand, for example, can increase brand recognition by 80%. This has to do with brand visibility. A consumer is more likely to make a purchase from a brand that they recognise, even if they have never bought it before, than one that they do not.
More effective advertising
By having recognisable elements, campaigns become more memorable and help to connect the conceptual idea with the brand, these assets establish links with consumers and generate a prior reference, having the capacity to generate memories with the brand, which is called the “top of mind”.
10 highlight brand assets
Now that we know what brand assets are and how they can benefit our company, I have put together a selection of the most common or most commonly used brand assets in graphic design. Of course, some of them are key to establishing a strong brand presence.
1.- Naming
Since a brand name is often the first point of contact between a brand and its target audience, it is the foundation of a brand’s identity. A strong naming can help a company distinguish itself from its competitors, build trust among its customers and create a sense of loyalty. In addition, it is also a legal asset of the brand, protecting its uniqueness and distinctive position in the market.
Examples of good naming are Nike, Hyundai, Apple, Adidas, Lego, Coca Cola or Google among many other brands. Be it for its originality, history, sonority or simplicity.
2.- Logotype
Visual brand assets are key to establishing a consistent visual identity, building brand recognition and giving consumers a sense of your brand’s personality without much research on their part. Your logo is one of the most powerful visual brand assets.
Whether it’s a whimsical squiggle or an intricate graphic design, a logo shows brand personality more than any other visual element.
The Nike swoosh is an iconic example of this brand asset. Inspired by the wings of the goddess Nike, this simple yet memorable logo effectively symbolises the speed and athleticism that define the brand.
3.- Typography
While typefaces may have a more subtle impact than other visual brand assets, they still play an essential role in establishing brand recognition and communicating important information about a brand’s personality and values.
From establishing part of the brand’s character to ensuring legibility in a variety of formats, typography reinforces a brand’s identity and contributes to brand recognition.
There are many examples of distinctive brand typefaces, but to name a few we could say Disney‘s Waltograph , IKEA’s Futura , Facebook‘ s Klavika or Google’s Product Sans.
4.- Colour palette
The colour palette is another important asset for your brand. Colour identifies the brand in the consumer’s mind. Its choice not only affects the visual aspect, but becomes part of the brand’s identity, with a lasting impression in the consumer’s mind and serves to differentiate it from the competition.
So important is this asset, that certain brands have created their own corporate colour, such as Coca Cola and Tiffany & Co. with the colours “Coke Red®” and “Tiffany Blue®”:
5.- Tagline
A tagline is a short, memorable phrase or slogan that communicates the essence of your brand’s value proposition, personality or mission. It is a powerful asset because it encapsulates the brand’s core message that defines it and helps make it stand out in a saturated market.
It is usually written text, although it can include visual elements. It focuses on verbal expression and is featured in print, digital, TV and other campaigns.
Famous examples of taglines are Nike‘s “Just do it” or Apple’s “Think Different”.
6.- Jingle
The jingle is very similar to the previous brand asset. In this case, it is a short piece of music or catchy tune that is used as an audio brand asset. It is created for the purpose of being associated with a specific brand or product in non-print advertisements. As in the case of radio, television or social media to create an emotional and memorable connection with the audience.
One of the most famous and recognisable jingles is the Mc’Donalds jingle. The “Ba-da-ba-ba-ba, I’m lovin’ it,” was launched in 2003 and has been used in various forms around the world. The melody and lyrics are upbeat and positive so that customers associate happiness and satisfaction with the fast food company.
7.- Mascot or brand character
A brand character or mascot is a type of brand asset that humanises the brand by embodying its personality and values. Mascots are a common example of a brand character, as they serve as a visual representation of the brand. They become recognisable symbols that reinforce brand identity and can help build lasting relationships.
Examples of this type of asset are Duracell‘s pink bunny, Michellin’s famous mascot Bibendum, Nintendo’s Super Mario, Kellogg’s Tony the tiger or Colonel Sanders, founder of KFC.
8.- Visual resources
Photographs, videos, graphics, icons, patterns, illustrations, etc. are fundamental assets for a brand. They play an important role in its identity and in its connection with the audience. They allow a brand to tell stories, values or convey its personality in a memorable and impactful way.
By providing a joined-up visual experience, these assets reinforce brand perception and create a consistent visual impression across different media, from social media to advertising campaigns, thereby cementing its position as a brand in the consumer’s mind.
A clear example of a company with strong visual brand assets is Coca Cola.
9.- Packaging
Packaging has a direct impact on the consumer’s perception of the brand and can reinforce its identity. It is a powerful tool, which must not only be visually appealing, but also tactile and consistent with the brand’s values and personality.
It is not only a way to protect and deliver a product, but also an opportunity to communicate the identity and personality of your brand.
For example, the elegance of Apple’ s packaging highlights the brand’s commitment to innovation and user experience. In the case of e-commerce platforms such as Amazon or Etsy, packaging is even more important, as it is one of the few ways to communicate brand personality and differentiate from the competition.
10.- Digital presence
Digital brand assets are the tools we use to represent a company online, connect with consumers and build brand trust. Creating a seamless brand experience across multiple digital platforms will reassure consumers that your company is legitimate.
Today, virtually any successful business is expected to have a corporate website. This digital brand asset not only endows a company with credibility, but also functions as the command centre for all of its digital marketing.
A prime example of a company with a digital presence might be Netflix, which was born digital and in which virtually all of its brand assets are digital.
Conclusion.
Brand assets allow the communication between consumer and company to be immediately recognisable and therefore allow a brand to reach our minds. These elements help to build a coherent branding and above all, one that generates trust.
To properly manage the assets of a brand, I recommend developing a brand manual. It is important to use all your brand assets correctly so that all elements can coexist. Remember that regardless of sector, product or customer, a company’s brand is its most important asset. The brand is not just your logo, slogan and colours. It is your way of interacting with the world.
Hi, I’m Roberto Vidiella.
I am the founder and Creative Director of VIDI. I am passionate about graphic design, and through this blog, I try to deepen my knowledge and share what I have learned during my career. If you leave me a comment, you help me to keep learning and improving, and I’m really excited about it!