When we talk about the word “branding”, the concept goes far beyond a logo and colour scheme. Branding is about an entire experience. Who is your company to its customers? How do you relate to them in ways they don’t relate with your competitors? What are you doing to connect with potential buyers that distinctly represents you?
Your uniqueness as a business is imperative to having a presence that your audience recognizes, connects with, and trusts.
Why Brand Assets Matter
Your brand assets should be a collection of distinguishing characteristics for your business. These assets may differ from one business to another, and not everyone will need the same assets to succeed. But when it comes to your business’ goals, a core list of brand assets helps you define your business and make it memorable and attractive to the right audience.
Consider these as part of your complete brand definition package.
Visual Identity
Visuals are an important way to create recognition for your brand. Typically, prospects will come across your brand visually before any other interaction so it is worth considering how your business presents in the visual landscape.
Some visual elements to define include:
- Logo design
- Colour palette
- Typography (both online & offline)
- Imagery, pattern, & photography styles
- Templates & collateral
- Brand guidelines (style guide)
Verbal Identity & Brand Story
Beyond your visual identity is how you communicate with your audience through advertising, organic media, and even your internal communications with staff and stakeholders. Defining your brand’s tone of voice and how it treats the humans it encounters creates a consistency that builds trust for your business.
When developing a communications plan, consider the following:
- Brand voice & tone
- Tagline or slogan
- Mission, vision, & values
- Brand story
- Messaging pillars
Brand Strategy
Business at its core should have a defined brand strategy in place to ensure cohesiveness across all media. A targeted, comprehensive strategy around which your business centers itself develops brand loyalty and trust in your ideal audiences.
Part of who you are as a business includes the specific type of buyers you sell to. Identifying your buyer persona(s) or audience groups guides your business on finding the right leads and crafting messaging that speaks directly to them and their reasons to buy from you. When your messaging is clear and targeted, your audience relates to your business and trusts you to deliver what you promise.
When building your comprehensive brand strategy, include the following:
- Buyer personas
- Competitor analysis
- Brand positioning
Pulling It All Together
When you have a distinctive collection of brand assets, your business is empowered to streamline its marketing and communication efforts to attract the right prospects, convert them more efficiently, and build long-lasting brand loyalty.
A cohesive brand builds trust and sustainable business growth.
