Marketing Center

Essential brand assets

Tactfully evoke your brand’s story with the right branding elements under your belt.

1. Brand assets tell a story

A brand asset is any element aside from the brand name itself that elicits feelings and memories of your brand for the customer. Individual brand elements should come together to evoke your business story. For instance, without ever saying the name, the site of golden arches immediately brings to mind a particular fast food chain and customer experiences with that chain without ever saying the name.

2. Logos

Your logo, though small, must reflect your overall brand personality. Ideally it will be professionally designed and market-tested. It should communicate the feel of your business and product to the customer. Once a logo becomes intrinsically linked in consumers’ minds with your company, changing it will be difficult, so choose colors, fonts, and imagery that are both flexible and timeless.

3. Fonts and colors

Part of your brand guidelines should include how your company presents itself across platforms. Use similar fonts in all correspondence and advertising. Use consistent colors, usually derived from your logo, in all of your art, store signage, and even employee uniforms. So long as these assets are put together in unique ways, something as simple as a font choice and color scheme can become intrinsically linked to your brand.

4. Language and slogans

Branding is not just about visuals, but also how you talk about your business both internally and externally. The way you refer to yourself communicates your business culture to the public. Do you have “employees” or “team members?” Is it a “store” or a “genius bar?” The language you use to describe yourself can inform the slogans you use in your advertising, creating a consistent tone for customers no matter where they interact with your brand.

5. Brand guidelines

These guidelines will govern every piece of marketing, from advertisements to packaging. Create a comprehensive style guide that covers everything, including as many design elements as you feel the company needs, such as profile pictures and email signatures, and relentlessly stick to them. Any design choice can potentially become a brand asset if it is truly unique and your company uses it consistently.

Before you go down the road of building your brand assets, create a business name that is a true reflection of your business and what you offer.

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