What are Your Brand Assets?

Chances are, you’ll have at least a few big competitors in your industry.
Brand Assets

Chances are, you’ll have at least a few big competitors in your industry. Unless you’re selling something incredibly innovative or niche, you need to stand out from the crowd. The question is, what’s the most effective way to do this? Perhaps the simplest solution is to refine and promote your brand assets. 

These assets help build trust between you and your audience, as well as give your brand a definitive identity. According to the Edelman Trust Barometer Special Report, trust is second only to price when it comes to buying products from a new brand. Not only this, but brand assets also make your brand easily distinguishable. For instance, think of the minimalist logo Apple uses – you would instantly know what that represents. Even packaging can be recognisable – we all know when we get an Amazon package versus any other type of parcel.

Branding isn’t just about appearance though. Your brand assets are elements that, when combined, create a recognisable and unique identity. Your brand is likely to already have brand assets, but you may be able to improve upon them, attracting more customers and increasing your sales and conversion rates. To help you get started, we’ve explored the topic of brand assets in more detail below:

brand assets marketing
brand assets design
What are Brand Assets?

Brand assets are the recognisable elements of a company, which should perfectly embody the identity of a brand. So if your business is a bit quirky, your logo and font shouldn’t come across as corporate. The reverse is also true – bright, colourful designs might look a little odd on a financial company’s website, for instance. 

Overall, the role of brand assets is to make a brand stand out, while ensuring that anyone who comes across these assets, individually or as a whole, will know which company they belong to. Common brand assets include:

  • Logo
  • Colour scheme
  • Slogan
  • Packaging
  • Song/jingle 
  • Mascot
  • Typography

If you design your brand assets well, you should be able to deliver a consistent experience, and hopefully be amongst the first business people think of when they’re looking for the products you offer. Your logo or other assets shouldn’t be too similar to those of another company, especially not any of your direct competitors. 

Because every company has different priorities and goals, certain assets will be more important for your business than others. For example, the mascot for some businesses, like cereal brands, will be more crucial to get right than other elements of their packaging. But regardless of which ones you focus on, you must have brand assets that distinguish you from your competitors.

Most Recognisable Assets

When you think about particular brands, what’s the first thing that comes to mind? In most cases, it will be one of the three brand assets below – their logo, colour scheme, or slogan.


People often recognise logos because we have a good memory for images. Your logo should be one of the most considered aspects of your business, as it’s what consumers will build an emotional connection to. 

Brand Colours

According to the journal Management Decision, colour can make up around 90% of an initial impression. And because people form a decision about a brand very quickly, it’s essential that your colour scheme resonates with your audience. 


Your slogan, or tagline, might be the thing that sticks in the minds of your consumers the most. ‘Just do it’ is a great example of a memorable slogan – you know exactly which brand it’s referring to. Your slogan needs to be catchy and relatively short for it to make the best impact. 

Brand Asset Examples

When working on the brand assets of your business, it can be useful to look at those of other companies, especially successful brands that have obviously recognisable assets. For most brands, the logo will be the thing that makes them stand out, so we’ve concentrated on three great examples of organisations that have instantly definable logos, that reflect the company ethos. 


As mentioned above, the Apple logo is one that most of the world’s population would be able to recognise. They’re one of the biggest brands out there, and have therefore put a lot of work into developing and defining their brand assets. 

From their font (Myriad Set) to the minimum logo size (8 mm in print and 35 pixels on screen), Apple always ensures that their brand is always in line with their clear brand guidelines. Their colour scheme is easily identifiable too – they stick to black and white. 

It’s also worth noting that the simplicity of Apple’s design and colour scheme mirror the brand as a whole. Apple products always have clean, simple lines, and don’t tend to include bright colours or complicated patterns. 


Netflix has a separate site explaining their brand. It goes into detail about their logo in particular, in terms of both the ‘N’ symbol and the Wordmark. In regards to the former, this is instantly recognisable as a shorthand for the Netflix brand, though it has to appear in its signature colour for this to be the case. 

Even the space around the logo has to be considered – the clear space around the ‘N’ symbol has to be the width of one leg of the N, while the space around the Wordmark is the same width as the ‘T’ in Netflix. 


Mailchimp has a very recognisable mascot – the chip called Freddie. He perfectly reflects the brand’s humour and tone – he’s always winking and has a big grin. The colours used by Mailchimp are also identifiable – they tend to stick to black, white and yellow.  

If you’re interested to learn more about Mailchimp’s brand assets, they have a page dedicated to this on their website. You can find out about their name, logo, colours, as well as the dos and don’ts when it comes to using Mailchimp’s resources.