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Definition: Brand assets

What are brand assets?

The term brand assets refers to the files or resources that come together to form a brand’s personality and define its look and feel. These assets are a vital part of building brand awareness and brand recognition. They are what sets a business apart and gives it character and personality.

Brand assets help marketers to make an emotional connection with their customers and leads. Brand assets are typically visual e.g., logos—and specific brand colors—typefaces, packaging, images, and illustrations. But brand assets can also be non-visual such as the company’s tone of voice, the brand promise, and mission statement.

For brand assets to truly resonate they need to be managed correctly. All assets must be presented in a cohesive way across every marketing channel. This helps ensure brand consistency and demonstrates authenticity and credibility.

[Pro tip] Not all brand assets are created the same, some are more valuable than others. Read our blog to start making the most of the assets you already have available.

What are the best ways to leverage brand assets?

Make them accessible
It is vital that every member of the creative and marketing teams has access to brand assets from wherever they are in the world. Using a digital asset management (DAM) system, marketing resources management tool or similar offers a secure, centralized repository for files. Internal and external parties can access, edit, distribute and collaborate on projects and coordinate workflows from a single location. This helps streamline processes, optimizes performance, and makes sure only the correct files are used.

Coordinate distribution
Marketing departments usually publish and republish digital assets on a variety of platforms. For example, the same image might be used in promotional materials and on social media feeds. Using a digital asset management platform to coordinate and manage distribution cuts down on duplicated work, streamlines workflows, and means the right file is always used.

Understand how your assets are being used
Digital asset management systems offer a wide range of accurate performance analytics. This gives marketers important insights into which brand assets and campaigns are resonating and which aren’t. When you have an understanding of the messaging and visuals that are creating an impact, and with which audiences, it’s possible to refine campaigns, retarget more effectively, create and deliver personalized content, and better allocate resources.