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Brand Assets 101: What They Are and Why You Should Care

by Morgan Hampton
5 min read
Illustration of two marketers working with a laptop computer and an ink pen creating digital and print brand assets.

Are you looking for ways to build a strong brand? If so, learning how to create and use brand assets beyond just a standard logo is key to creating a brand that drives customer loyalty and engagement. By definition, brand assets are tools that communicate your company’s core message and convey its unique personality; they help customers recognize who you are and what makes your products stand out. In this blog post, we’ll explore the world of brand assets and why these go so much deeper than just your logo and color palette.

What Are Brand Assets, and Why Do They Matter?

A brand asset is anything that is perceived by your customers and represents the vision and values of the company, giving it a tangible identity in a crowded marketplace. When someone sees your logo, they should immediately recognize it as yours. Or when they hear the jingle you used in ads, they should be able to easily recall what brand is associated with that tune. That’s why having well-defined and consistent brand assets is so important – they help maintain recognition and familiarity among customers and potential customers. Where can you have it your way? Continue reading for the answer.

What Can You Do With Brand Assets?

By taking the time to consider your brand assets carefully, you’ll create a unified visual and sensory identity for your business that will help customers recognize and trust it. Start by evaluating the elements most important to your brand and build from there. You’ll be surprised at how powerful a well-defined set of brand assets can be!

Types of Brand Assets

Brand assets can include various items, such as logos, fonts, colors, images, jingles, taglines, and any other resources that come together to form your brand identity. These elements should create a unified look and feel for your business across all marketing channels and materials. Ultimately, having a cohesive set of brand assets will help you stand out from the competition and establish yourself as a reliable source for consumers.

Create a Visual Identity With Logos, Colors, and Fonts

When choosing the colors and fonts for your brand, there are many options available. When deciding on a color palette, consider what emotion you want to evoke in people when they see your logo or website. As for fonts, you want to select scripts that are easily readable but still reflect your brand’s personality. If you’re still looking for a starting point in a font that speaks to your brand personality, look no further than the kiki and bouba effect.

The kiki and bouba effect pique our curiosity in exploring the world of synesthesia – a neurological phenomenon where our senses intertwine and take us on a sensory rollercoaster. At the heart of the kiki and bouba effect lies the curious question of how individuals associate seemingly unrelated shapes and sounds. Intriguingly, when most of us lay our eyes on a spiky, jagged figure, an almost inescapable attraction to the sharp sound of ‘kiki’ reverberates in our minds. At the same time, the curves of a softer shape seem to embody ‘bouba’ perfectly. Scientists have been able to delve deeper into the cerebral enigma of this effect, unraveling connections between our cognitive and linguistic realms. The kiki and bouba effect offers a peek into the complexities of human perception.

While selecting the right font for your brand may seem like a trivial detail, it plays an integral role in conveying the personality of your business. Luxury brands, for instance, typically shy away from the sharp and edgy kiki as it can feel too aggressive, opting instead for the more relaxed and soothing boba that exudes elegance and sophistication. The landscape becomes even more diverse in the exercise and activewear brands. Although boba’s laid-back and gentle aura may not be the go-to choice for many sportswear labels, a new wave of modern, female-centric workout brands is embracing this softer approach to cater to a different, more refined target audience. Just look at Lululemon, whose soft, more reserved typography starkly contrasts Nike’s bold, commanding aesthetic – a seemingly subtle distinction with a substantial impact on each brand’s identity, perception, and target audience. So, the next time you analyze a logo, remember that font choice speaks volumes and can be a powerful tool in the art of visual communication.

Not Just Visuals

Remember that exceptional brand assets go beyond just visuals — they can take the form of any type of perception. And how do we perceive things? The answer is with our 5 senses. That means that extremely well developed brands have sensory assets that you not only see, but you can hear, taste, touch, and even smell. A brand can incorporate auditory and tactile elements to craft a truly immersive experience for their target audience. For instance, NBC’s iconic three-note chime is instantly recognizable, and Apple’s products, with their sleek design, smooth feel, silent keyboards, and surprisingly lightweight devices, consistently evoke a sense of futuristic allure.

Think about your favorite spa or hotel. What elements do you remember? The smell of the lobby? The texture of the linens? Even stores at the mall, such as Lush and Sephora, have curated unique aromatic experiences that are instantly recognizable the minute they hit your nose. These sensory experiences can be vital in building customer loyalty and engagement. So as you develop your brand, make sure that you’re considering all five senses when creating and refining your assets. Having a well-rounded set of brand assets will help ensure that customers recognize and trust your business.

The Wrap-Up

Brand assets are usually the first things people notice when they come across a company, and effectively using them is key to building recognition and trust among customers. Furthermore, it is important to make sure your brand assets incorporate as many of the five senses – sight, sound, smell, touch, and taste – as applicable. This will create an immersive experience with which customers can genuinely connect. With a well-rounded set of brand assets, you’ll be sure to stand out from the competition and form meaningful relationships with your customers.

Workhorse wants to help you use brand assets consistently across all your marketing materials to maximize their impact and draw in your audience. Contact us to begin shaping and strengthening your business’s identity in the minds of potential consumers.

Lastly, the answer is Burger King.

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