Brand assets are the elements of a brand that make it recognisable and different. The more prevalent and unique a brand is, the more recognition and loyalty it earns.
Brand assets are crucial for your brand and offer many advantages for managing your brand. Your brand’s distinctiveness has nothing to do with how it functions or even its selling propositions – it’s the elements of a brand that make it recognisable and different. These unique brand assets are tied back to a brand in the consumers’ minds and make you memorable, consistent, and unique.
Also, having a go-to centralised resource means a single source of truth for which copy, graphic, colour, size or material goes with which brand application.
How do I start developing Brand Assets
Start with knowing who you are. Don’t let the look and feel of your assets be directed solely by what’s in fashion now to try and win customers over. Because when fashion changes, you have to try and keep up; that’s exhausting, time-consuming and expensive. This chopping and changing also mean you’re not going to be able to be consistent, and that was the point in the first place?
We develop a look, a tone, a behaviour that’s indelibly branded and instantly recognisable. We believe the strongest brands live in a world of their own creation. We do this with you before charging off into a design, agreeing on a simplified strategy. This point saves us time in the long run by forming an agreement between all stakeholders as early as possible.
What Brand Assets should be in our Brand’s tool kit?
Every brand will have a different mix of brand assets; we build our asset library or “brand toolkits” across offline and online applications, usually including the basics.
including trademarking information, URLs and other brand hierarchy information.
Intro documents and boilerplates
A centralised resource means that the language used and laid out are consistent.
All the different formats and colour variations are required for various print applications and online. Nowadays, this means a responsive logo that can not only work when used on a billboard but also as your avatar across social platforms and everything in between.
Tagline (or brand promise)
This is critical to your brand toolkit and may be in a logo form or even how it’s vocalised; again, it’s about consistency.
If you have one, how, where and when is it used?
As well as storing the actual typeface, how is it used and where? Is it a single font or a whole family? Is it the same online as it is in print? How is it used? What should weight size and settings be used for Signage, headlines or body copy? As well as the actual typeface examples covering all the areas in your business where it’ll be used can be covered in your brand book.
Branding guidelines show how to use the various assets across all the different brand applications. Brand books or guidelines are fundamental to creating a consistent relationship between the brand and the customer. Brand books give consistency, without which, customers begin to lose trust in your brand. Brand consistency requires both focus and commitment but is essential for the success of your brand in the long term.
Another benefit of using a Brand book is to stop customer confusion. A clear brand message is essential to establish and maintain a relationship with the customer, the goal of any business.
Using a brand book means delivering on expectations right down to the smallest detail. Having trust in a brand and knowing what to expect means customers are willing to pay more for services, increasing sales and margins.
Other Slogans, Shapes, Smells, Jingles, materials and everything else
Every brand is different, so collating the assets that make your brand unique means you can build consistency as you grow.
What are the benefits of a Brand Toolkit?
Automate brand application management
Whether you have one brand, are a branded house or a house of brands, centralising your brand assets to ensure the correct visual identity is always available and applied. Colours, styles, design elements and logos are always correctly used so you can have confidence in your entire brand architecture and automate day to day tasks.
Easy brand management
You can centrally control the brand while allowing diverse teams and stakeholders to use it. Using a platform like Adobe marketing hub, Basecamp or Frontify Can help to centralise your brand assets, making it easier to
Correct and quick
Brand consistency often comes at the expense of responsiveness and speed-to-market. Centralising your brand assets delivers short turnaround times and brand consistency with ease.