When you think of a brand like Coca-Cola, what comes to mind? For many, it’s not just the taste of the soda—it’s the iconic red logo, the timeless cursive font, or the familiar sound of a bottle cap popping open. These are all examples of brand assets: the distinctive elements that make a brand instantly recognizable and unforgettable.
Strong brand assets can build trust, create emotional connections, and set you apart in a crowded market. In a surprising twist, a 2004 study found that people picked Pepsi over Coke in blind taste tests. But as soon as they knew which was which, Coke stole the spotlight! Why? Coca-Cola’s branding was so powerful, it actually made the drink taste better. Yes, that’s how powerful brand assets can be!
Let’s explore what brand assets are, why they matter, and 18 types that can elevate your branding strategy.
What Are Brand Assets?
Brand assets are the elements—both tangible and intangible—that make a brand distinctive and memorable. They build familiarity, communicate values, and create emotional connections with audiences. This could include visuals like logos and typography, sounds like jingles, or even unique customer experiences.
The International Food Information Council reports that familiarity heavily influences food buying choices for 33% of shoppers in the United States. Similarly, on platforms like Amazon, 23% of consumers prefer shopping there because they recognize and trust the brand.
Brand assets are the first thing a consumer looks at, before even buying their products. So understanding and using them cleverly is the way to go! Read along to get inspired and drive results!
Iconic Brand Assets: A Few Examples
Before diving into the types of brand assets, let’s look at how some of the world’s most recognizable companies use theirs effectively:
- Coca-Cola
- Brand Assets: The red-and-white color scheme, Spencerian script logo, and even the shape of the glass Coke bottle.
- Impact: These assets evoke timelessness, happiness, and nostalgia, reinforcing Coca-Cola’s global identity.
- McDonald’s
- Brand Assets: The golden arches, red-and-yellow color palette, and the “I’m lovin’ it” jingle.
- Impact: These instantly recognizable elements make McDonald’s synonymous with quick, family-friendly dining.
- Nike
- Brand Assets: The swoosh logo, the tagline “Just Do It,” and their use of inspirational athletes in campaigns.
- Impact: Nike’s assets embody empowerment and performance, making them a symbol of ambition.
- Netflix
- Brand Assets: The iconic “ta-dum” sound, bold red logo, and personalized user interface.
- Impact: These assets enhance Netflix’s image as the go-to platform for premium entertainment.
18 Essential Brand Assets
1. Brand Name
Your name is your brand’s foundation. A strong name conveys your essence in just a few words. Research reveals that people are more likely to remember information when it’s paired with a relevant image. A logo serves as a key visual that not only helps customers identify your brand but also lays the foundation for building an emotional connection. Example: The current Amazon logo conveys their extensive product range, symbolizing they offer everything from A to Z. The arrow beneath the wordmark also represents a smile, reflecting the joy customers feel when shopping on their site.
2. Logo
Your logo visually encapsulates your brand. Nike’s swoosh conveys movement and energy, perfectly aligned with its identity.
3. Brand Colors
Color plays a significant role in first impressions, with up to 90% of the initial perception influenced by it. A well-chosen color palette becomes one of the most valuable brand assets. To make the most impact, explore color psychology to determine which hues will resonate most with your target audience. Color schemes can evoke strong emotions. Tiffany’s robin egg blue is synonymous with luxury and exclusivity.
4. Typography
Typography impacts perception. Google’s simple and modern font reflects its accessibility and technological innovation.
5. Tone of Voice
How you say things matters as much as what you say. Apple’s minimalistic, inspiring tone and Wendy’s witty, conversational tweets demonstrate how tone enhances relatability and memorability.
6. Smells
Certain smells can create instant brand recognition. McDonald’s did something unimaginable. They debuted the world’s first scented billboards in the Netherlands, releasing the aroma of fries near restaurants. These red and yellow billboards, created by TBWA\Neboko, use heat to amplify the irresistible scent, drawing hungry passersby straight to the golden arches. Now that is using brand assets to the full extent!
7. Flavors
Taste can be a powerful differentiator. KFC’s secret blend of herbs and spices and Pringles’ unique flavor profile make these brands unforgettable.
8. Website
Your digital hub must reflect your brand’s personality. Airbnb’s sleek, user-friendly website conveys warmth and community.
9. Social Media Profiles
Social platforms amplify your reach. Wendy’s snarky Twitter tone makes it a standout in the fast-food industry.
10. Slogans and Taglines
A good tagline sticks. Think KFC’s “Finger-Lickin’ Good” or De Beers’ “A Diamond is Forever.”
11. Sonic Branding
Sounds drive recognition. The Intel chime or Mastercard’s sonic logo helps establish an instant connection.
12. Packaging
Great packaging tells a story. Apple’s minimalistic product boxes scream innovation and luxury.
13. Mobile Apps
Apps offer convenience and brand engagement. Spotify’s personalized playlists and sleek app design make it a favorite.
14. Customer Service
Memorable interactions foster loyalty. Zappos is renowned for its exceptional customer service, reinforcing trust.
15. Mascots and Brand Characters
Characters add personality. The Geico Gecko and Tony the Tiger are icons in their respective industries.
16. Trademarks and Patents
Legally protected elements ensure exclusivity. Louboutin’s red soles are instantly recognizable and trademarked.
17. Theme Music
Music builds emotional connections. Think of the James Bond theme—it’s more than a tune; it’s a brand.
18. Consistent Experiences
The sum of your interactions is a brand asset. For instance, Disney delivers magic through movies, theme parks, and more, creating consistency in their emotional promise.
Why Strong Brand Assets Matter
Brand assets aren’t just about looking good—they’re about making a connection. They:
- Build trust with your audience.
- Help your brand stand out in a crowded market.
- Foster emotional loyalty, ensuring customers keep coming back.
Conclusion
Your brand assets—whether a catchy jingle, a signature flavor, or a distinct tone of voice—are the building blocks of your identity. A strong brand isn’t built overnight, but with clarity, consistency, and a dash of creativity, your assets can become unforgettable.
What’s your next step in creating or refining your brand assets?
