Brand assets: how to define your brand elements
Summary
They have been created based on mountains of research into their consumers, and an even greater stack of marketing analysis into what works, when and how, in a process that creates brand elements consumers don’t think about at all, but that grow and become established – with increased bottom line results. Brand elements can be words (“Bunnings Warehouse, where low prices are just the beginning!”; symbols (the Apple logo); mascots (Ronald McDonald); or jingles (“More smart, more safe, Mortein”). They could include store signage, logos, a letterhead, as well as digital brand assets created for use across social media platforms and websites. It’s important to collect a list of all your brand assets because these represent what customers already know about you and the relationship they have with your business. Which brand elements led to an increase in online sales or spikes in visitors to the store?