Brand assets explained – What they are, why they're important, and how to use them (2024)

A brand is so much more than a logo. In fact, a logo is just one small part of a company’s brand. Brand assets are all the visual and auditory elements that make up a company’s branding strategy. They can include things like logos, fonts, colors, slogans, and even the way your customer service reps sound on the phone.

Brand assets explained – What they are, why they're important, and how to use them (1)

Why are brand assets important? Because they help define your company’s identity and create consistency across all marketing materials. In this guide, we will discuss what brand assets are, why they’re important, and how to use them effectively.

Contents

  • Basics: what is a brand?
  • What are brand assets?
  • Tips for getting the most from your brand assets
  • Why are brand assets important?
  • What are brand assets used for?
  • Tools for managing brand assets
  • Why is brand consistency important?
  • How can I ensure my assets are being used consistently?
  • Examples of brand assets
  • How to create brand assets
  • Brand asset management tips
  • When should a business consider updating its brand assets?
  • Hiring external help
  • FAQ

Basics: what is a brand?

A brand is the distinguishing characteristic of a company that sets it apart from its competitors. It’s how customers perceive your business, and it determines whether or not they’ll want to do business with you.

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Think of it this way: if your company was a person, then your brand would be that person’s personality. Everything from the way you dress and speak, to the way you interact with others defines your personality. In the same way, every element of your company’s branding should be carefully considered to create a consistent and cohesive message.

Is a brand just a logo?
No! A logo is one small part of a company’s brand. Branding is the overall strategy that encompasses everything from your company’s name and identity, to its mission and values.

Now that we’ve covered the basics, let’s move on to discussing brand assets.

What are brand assets?

Brand assets are the visual and auditory elements that make up a company’s branding strategy. This can include logos, fonts, colors, slogans, and even the way your customer service reps sound on the phone.

How you use these assets will depend on your business and what you want to achieve with your branding. However, there are some general tips that can help you effectively use them.

Tips for getting the most from your brand assets

Create a style guide: This document should outline how your brand should be used, including things like logo placement, font choices, and color palette. This will help ensure that everyone on your team is using the assets correctly and consistently.

Be consistent: Using your brand consistently across all marketing materials is key to building a strong and recognisable brand. Try to use the same fonts, colors, and logos whenever possible.

Update your assets regularly: As your business grows and changes, so should your brand. Regularly update your logos, colors, and fonts to keep your branding fresh and relevant.

Why are brand assets important?

They are important because they help define your company’s identity and create consistency across all marketing materials. Having a strong brand will make you more recognisable to your customers and help you build trust.

What are brand assets used for?

They can be used for a variety of purposes, including marketing materials, website design, and even employee uniforms. Using consistent branding across all touchpoints will create a cohesive experience for your customers.

There are a number of tools that can help you manage your assets, including:

Brand management toolGood to know…
Adobe Creative CloudThis software includes a variety of tools for creating and editing graphics, photos, and videos
CanvaCanva is a user-friendly graphic design tool that is perfect for creating social media posts, flyers, and other marketing materials
Hootsuite InsightsThis tool allows you to track your brand’s social media performance and see how your assets are being used across different platforms

Why is brand consistency important?

Brand consistency is important because it helps create a cohesive experience for your customers. When customers see the same fonts, colors, and logos across all touchpoints, they will begin to recognise and trust your brand.

How can I ensure my assets are being used consistently?

One way to ensure that your assets are being used consistently is to create a style guide. This document should outline how your brand assets should be used, including things like logo placement, font choices, and color palette. This will help ensure that everyone on your team is using the assets correctly and consistently.

Examples of brand assets

Some common examples of brand assets include logos, fonts, colors, and slogans.

How to create brand assets

If you’re starting a new business, you’ll need to create assets from scratch. This can be a daunting task, but there are a few things you can do to make it easier.

Start by brainstorming what you want your brand to represent. What are your core values? What do you want your customers to think of when they see your logo? Once you have a good understanding of your brand, you can start to create visual and auditory assets that reflect it.

If you’re not sure where to start, there are plenty of resources available online to help you with the process. You can also hire a branding agency to help you create a cohesive and effective branding strategy.

Brand asset management tips

Here are a few tips for managing your brand assets:

  • Keep a close eye on your competition. See what they’re doing well and try to improve upon it.
  • Make sure all your employees are familiar with your brand guidelines.
  • Have a process in place for approving changes to your assets.
  • Keep your brand assets organised and up-to-date.

When should a business consider updating its brand assets?

There are a few times when it might be necessary to update your brand, including:

  • When you’re launching a new product or service
  • When you’re rebranding
  • When you’re expanding into new markets
  • When you want to refresh your image

Hiring external help

There are a number of options available for businesses that want to hire external help to work on their brand. Here are a few:

Hiring a freelancer: If you have specific tasks that need to be completed, such as creating a new logo or designing a website, you can hire a freelancer to do the work for you.

Hiring an agency: If you want help with your branding strategy, you can hire an agency to work with you on creating cohesive and effective branding.

Working with a consultant: If you’re not sure where to start with your brand, you can work with a consultant who can help you develop a clear and concise plan.

FAQ

What is a brand asset?

It is an element of a company’s branding strategy, such as a logo, font, color, or slogan.

Why are brand assets important?

They are important because they help define your company’s identity and create consistency across all marketing materials.

What are brand assets used for?

They can be used for a variety of purposes, including marketing materials, website design, and even employee uniforms.

How can I effectively manage my brand assets?

Here are a few tips for managing your assets: Keep a close eye on your competition, make sure all your employees are familiar with your brand guidelines, have a process in place for approving changes to your brand assets, and keep your brand assets organised and up-to-date.

What are good examples of brand assets?

Some common examples of brand assets include logos, fonts, colors, and slogans.

What is a branding agency?

A branding agency is a company that specialises in creating and managing brands. They can help you with everything from developing your brand strategy to designing your logo and creating marketing materials.

What is the difference between a logo and a branding asset?

A logo is one type of brand asset. Branding assets also include things like fonts, colors, and slogans.

How can I ensure my brand assets are being used consistently?

One way to ensure that your assets are being used consistently is to create a style guide. This document should outline how your brand assets should be used, including things like logo placement, font choices, and color palette. This will help ensure that everyone on your team is using the assets correctly and consistently. Another way to ensure consistency is to have a process in place for approving changes to your brand. This will help you catch any inconsistencies before they’re published.

Brand assets explained – What they are, why they're important, and how to use them (2024)

FAQs

Brand assets explained – What they are, why they're important, and how to use them? ›

They are what distinguishes a company and give it personality. Brand assets enable marketers to connect emotionally with potential customers based on the leads they receive. Brand assets are usually visual, like logos, colors, typefaces, packaging, images, and illustrations.

Why are brand assets important? ›

Brand assets build trust

To build trust, present a unified brand through your brand assets while also providing quality service or products. Customers will begin to expect high quality whenever they see your branding.

What is the meaning of brand assets? ›

Definition: Brand assets

They are what sets a business apart and gives it character and personality. Brand assets help marketers to make an emotional connection with their customers and leads. Brand assets are typically visual e.g., logos—and specific brand colors—typefaces, packaging, images, and illustrations.

Why brand asset management is important? ›

Simply put, when you bring the two elements of established brand stability and a sense of transparent trust together, the market rewards you for it. Strong investment and wealth management branding certainly makes a difference whether you work manage money for institutions, intermediaries or investor clientele.

What are brand assets vs elements? ›

Digital assets are any digital files your brand has the right to use for any purpose, while brand assets are elements specifically used to convey a brand's identity rather than its users, target audience, or stakeholders.

What is an asset and why is it important? ›

An asset is anything of value or a resource of value that can be converted into cash. Individuals, companies, and governments own assets. For a company, an asset might generate revenue, or a company might benefit in some way from owning or using the asset.

How do you value brand assets? ›

6 Methods to Measure Your Brand's Value
  1. Cost-Based Valuation. This method calculates brand value based on how much it costs to build the brand. ...
  2. Market-Based Valuation. ...
  3. Income-Based Valuation. ...
  4. Customer-Based Valuation. ...
  5. Net Promoter Score (NPS) Valuation.
Jan 6, 2021

How to come up with brand assets? ›

  1. Brand Name. A brand name is the most crucial brand asset. ...
  2. Logo. Logo assets are visual representations of your brand. ...
  3. Tagline/Slogan. A tagline is a snappy catchphrase that summarizes what your company does. ...
  4. Product Features. ...
  5. Color Scheme. ...
  6. Brand Promise. ...
  7. Customer Service. ...
  8. Netflix.
Jun 17, 2024

What are the three types of brand assets? ›

The three types of brand assets are brand awareness, brand equity and brand loyalty. Brand awareness serves to differentiate brands along a recall/familiarity dimension.

How to organize brand assets? ›

Manage Your Brand Assets Like a Pro
  1. Planning Your Brand Asset Library. ...
  2. Organizing Your Assets Into Folders. ...
  3. 01-Brand Guidelines (because everyone using the library should review these first) ...
  4. Naming Your Folders and Files. ...
  5. Ensuring Assets Are Ready-to-Use.

What is the most important asset of a company and why? ›

Therefore, employees are the most valuable assets an organization has. It's their abilities, knowledge, and experience that can't be replaced.

Why are assets under management important? ›

Assets under management (AUM) is the market value of the investments managed by a person or entity on behalf of clients. AUM can reveal the management performance and experience when investors evaluate a company or investment. The SEC regulates firms with large AUMs to protect investors.

Why asset management is important in business? ›

Asset management makes it easy for businesses of all sizes across all industries to keep track of their assets, whether liquid or fixed. Employees will know where the assets are located, how they are being used, and whether there are changes made to them.

How to leverage brand assets? ›

To leverage brand assets in any business, you must allow easy access, create brand guidelines, distribute smartly, and analyze performance. This will ensure consistent use across the company.

Can a brand be defined as an asset? ›

Thus, the brand is an intangible financial asset for the business that controls it. Once viewed in this way, finance and marketing can achieve strategic alignment. Yet determining the asset value of the brand is a knotty issue.

Why is brand not an asset? ›

Brands are indeed intangible assets (they don't have a physical substance) and their useful lifetime is usually indefinite. In order to know if the brand can be recognized as an asset or not, it depends then of the nature of the brand: is it internally generated or is it purchased?

Why is asset value important? ›

Asset valuation helps you to determine the current worth of your assets and identify factors that can affect their value in the future. As a procurement expert, it's important to be aware of how asset valuation can impact your organization's financial performance.

What is the importance of brand value? ›

A business' brand values are the core set of guiding principles that shapes every aspect of the business. They are the beliefs that you stand for. Brand values determine your brand's identity, message and personality. These brand principles guide story, actions, behaviours and decision making processes.

Why are marketing assets important? ›

A Marketing Asset refers to digital or tangible elements utilized by companies to enhance brand visibility, enable customer engagement, and increase sales. It serves to shape the brand's identity plus facilitate the creation of an attractive story that resonates with the target audience.

Why do businesses need assets? ›

Business assets are important because they help businesses generate revenue and profit. This means a successful business needs to use their assets effectively and efficiently. Two main ways businesses generate revenue and profit are through production and marketing.

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