5 Brand Assets Every Company Should Have

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Your brand, no matter how old it is, is trying to find its place in the world. You, its creator, supporter, shall we say "parent"? - want it to find its identity among its peers and grow to be big, successful, and powerful. After all, any good guardian wants to help their offspring develop assets that help them thrive in whatever space they are in.

Maybe you're reading this and nodding your head because your brand already has some supporting assets and you're trying to make sure they're thematically aligned. Or maybe you're wondering what all the good brand assets in the world might be. Wherever you are, we've got the information you need to help your baby brand grow and fly.

What is Brand Equity?
Brand equity is the visible part of a company or product that Albania WhatsApp Number List consumers associate with the product, including characteristic graphics, text, color schemes, and even fonts. It is a subconscious reaction when seeing a certain color or logo that automatically directs the customer's mind to a certain product.

What’s the first thing that comes to mind when you imagine a cactus. Is it ‘sharp’ and ‘pokey’? Or ‘desert’? This kind of immediate association is what brand equity should do: lead to instinctive brand recognition. We’ll get into some examples later, but do you need to think about which brand features the Raid? What about the slogan ‘Just Do It’? You see, we don’t even need to say the name, you’re already thinking of a specific product.

Ideally, your brand will have the same natural associations and, in time, may become known around the world through its marketing assets . Let’s break this down further. What are the brand elements that lead to this instinctive recognition?

What counts as brand equity?
There are a number of features that can help create distinctive visual brand assets . These marketing materials can – if crafted skillfully and purposefully – ensure brand recognition.

color
This is probably one of the most important brand assets because colors can be quite unique. Combined with other brand assets — like a logo — certain colors just scream a brand name. Dark green paired with yellow? John Deere. A similar green with white might remind you of Starbucks, and its logo will confirm that. Or a light periwinkle blue could lead you to Tiffany before you even see the little box.

There are hundreds of well-known brand colors around the world, and colors can work together with other visual assets to create a brand story that attracts the eye and is recognizable.

Logo
Again, here are some well-known logos – brands don’t even need to put their company name near their marketing efforts because these logos are so obvious. Simple logos based on a company name or initials – known as logotypes, like Google – or symbols that represent a brand – also known as logotypes, like Apple’s apple – represent the entire company.

When your brand logo is well-designed and effective it can serve as a strong connection to your products and business, and even set brand standards, customers are likely to grow to associate themselves with your company.

slogan
A brand's tagline is a phrase or short sentence that represents the product. These are often catchy, punchy, and clearly relate to the story behind the product. Your unique selling proposition (USP) needs to communicate the value you bring to your customers - a tagline can serve as that representation.

One of our personal favorites is, “So good, the cat called it by its name.” If you immediately think of “Meow Mix,” the company’s tagline is about working hard for their product. Or, “I’m loving it.” We don’t even need to tell you we’re talking about McDonald’s for you to picture a Big Mac. These slogans not only draw on familiar brand associations, they tell you more about what the product does.

Font and Type
While fonts may be chosen for aesthetic purposes, they can also communicate a brand to the public without lifting a finger. When combined with a logo or a color, these brand assets are taken to new levels.

Make a jingle
Auditory brand equity is just as important as visual brand equity and can even leave a stronger impression on consumers. The genius of these little brand ditties is that they develop catchy, trendy tunes that only increase brand awareness.



Even some of the more dated jingles remain culturally relevant and recognisable – from Kit Kat’s “Give Me a Break” song to the series of notes that signify Statfarm’s entire brand.

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The benefits of successful brands
To be sure, each of these marketing elements is important, but marketers shouldn’t expect to achieve universal recognition by throwing brand assets against the wall and seeing what sticks. Successful brand assets are built through a careful and thorough approach, consistency, and storytelling.

If done effectively and carefully, branding can bring huge benefits to your business. These include but are not limited to:

Consumer recognition. The more widely known your brand equity is, the more likely people are to associate it with your brand. These brand benefits tend to speak for themselves—you want people to be so aware of your brand that it’s practically a household fixture.
Customer loyalty and connection. Brand assets should speak directly to consumers and educate them about the product. The more recognizable and well-known your brand assets are, the more likely they are to stand out and connect more strongly with your audience.
Storytelling Credibility. If your brand assets speak for themselves, they tell your customers a story that future buyers will pick up and complete on their own. People should want to be a part of your brand, and a cohesive, attractive brand can do just that.
Price sensitivity. When your brand element stands out above other elements, your users may be willing to pay more for it because they will form a connection with your product.
Brand Equity Overview
We’ve already touched on some popular assets, but brands – like celebrities – are sometimes so numerous that it’s hard to count them all.

Maybe you want to try to name some of these brands using the basic elements of brand equity, we suggest jumping into Business Insider’s logo test , or taking on a classic Buzzfeed quiz challenge to see if you score above average in The Ultimate Logo Quiz .

If you like animals, you might be naturally drawn to Target’s pit bull terrier, “Bullseye,” or you might like Chick-Fil-A’s pro-chicken-eating cattle . Either way, animals are a great way to draw attention to your brand assets.

Brand identity seems to derive from logos, like Nike’s classic spiral, or from letters, think of Coca-Cola’s curvaceous style, or even a combination of the two, look at Walt Disney’s combination of font and castle.

Create first-class brand equity
Your brand equity is arguably the most important part of your business, quite possibly as important as the product itself. Creating and managing each element should be as important to you as making sure your pet is fed on time – forget about them and you might get bitten before you realize your mistake.

As you create these assets, keep the following in mind:

Brand consistency . Streamline your brand assets and ensure they are cohesive in theme and aesthetic.
Unique assets. No one shines by being the same as everyone else. Create assets that are different from your competitors and unique to your brand identity to fully express yourself.
When you have your own brand assets, it becomes a matter of managing them – making sure they are easily accessible to your company and part of every product. The guidelines for how to use them should be equally clear so that every press release, marketing campaign, social media post, logo and all product updates have the same streamlined consistency.

Build better brand equity management practices today
Don’t wait to start! Your brand needs its support system before it goes out into the world. And don’t forget: If you need more branding and marketing resources, Brafton’s newsletter will be delivered to your inbox for free.