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

Last checked and updated on May 19, 2022

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.

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.


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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.

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.

Tools for managing brand assets

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:

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  • 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.

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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.

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