What do a gecko, an apple, and a window have in common? They are all recognizable symbols of successful brands – Geico, Apple, and Microsoft. These are examples of brand assets, and they are an essential component of a successful branding strategy. In this article, we will take a closer look at what brand assets are, why they are so important, and how to leverage them for success.
Brand assets are design and marketing elements that help to convey a business’s identity and are easily recognized by consumers. They promote quick association and help set a brand apart from its competitors. Consumers love brands for a variety of reasons, from the comfort and familiarity of a brand’s product or service to the social status that purchasing from a brand provides. By leveraging your brand assets, you can develop a relationship with consumers that will help fulfill their needs. The more they see your brand assets, the more familiar you will become to them.
Familiarity is a crucial factor in purchasing decisions. In fact, according to the International Food Information Council, familiarity impacts the food purchasing decisions of 33% of US shoppers. Similarly, when shopping on popular platforms like Amazon, 23% of consumers choose to shop on Amazon due to familiarity.
So, what are the key brand assets that you should establish? These include:
- Brand name: A catchy, meaningful, and easy-to-remember brand name is crucial. Successful brand names are often determined by selecting a name style, such as naming it after the founder (Dell), using an acronym (IBM), or describing what the product or service does (Microsoft).
- Logos: A recognizable logo is key to a successful marketing and branding strategy. Include multiple variations (colors, sizes, and configurations) of your logos in your brand kit to ensure proper use in different marketing materials.
- Slogans and taglines: These short phrases that customers associate with a brand should be paired with your logo to maximize the effect of your campaigns and solidify your brand identity in your customers’ minds.
- Color palette: Color plays a key role in first impressions and the overall appearance of your brand. Choose colors that align best with your brand identity and the emotions you want to evoke from your audience.
- Audio: Creating a catchy jingle or audio recording can help your brand stick in the minds of your consumers. McDonald’s is famous for its jingle with the trademark phrase “I’m lovin’ it.”
- Photographs: Quality photography can differentiate your brand from another. Consider how Lune Croissanterie portrays its identity with sharp, minimalist photography that emulates the precision and attention to detail of a high-tech company like Apple.
- Videos: Behind-the-scenes footage can give your customers an inside look into the work behind your brand and help build trust.
- Typography: Typeface and font styles should be artful, timeless, and purposeful. Choose a font that reflects the message or emotions you want to communicate.
Distinctive brand assets are integral to increasing awareness, improving marketing ROI, and strengthening your brand identity. Over time, your brand assets will become more recognizable, increasing customer trust and brand loyalty. Once you have successfully increased awareness and trust, you can focus on expanding your brand and developing new products and services. So, invest in your brand assets today and unlock the key to success!
Need More Help?
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