Leverage brand assets

1. Identify your existing brand assets, such as your logo, color palette, typography, and slogan.

These elements create your brand identity, which can be used across your digital and print presences. In many cases, your brand assets will be compiled within your brand book, which also provides context for your mission and company story.

2. Survey your target audience to test which elements are most strongly identified with your brand. The elements they recognize as uniquely yours are your most valuable assets.

Consumer feedback is the most reliable metric for determining asset recognition. Show them examples of different images, graphics, or logos to see what they most associate with your organization. Using highly recognizable assets will boost credibility for your brand.

3. Catalog assets into digital asset management (DAM) solutions for accessibility between your creatives, curators, contributors, marketers, and sales teams.

Using a DAM as a repository ensures consistency in the use of assets across all members of your organization. Some services like Canto have free trials and allow assets to be shared with those outside your organization like contractors or freelance employees.

4. Place copyright or trademark on your brand assets. Prioritize claiming your assets before another competitor does.

Beware of competitors trying to infringe on your new brand assets, as this will dilute your brand identity. Take immediate and appropriate action to stop it when you see it happening.

5. Be consistent with the assets you decide to use to represent your brand. Use your chosen assets across all media platforms, digital marketing, and product packaging.

Using your brand assets widely and across platforms builds and strengthens brand recognition.

6. Incorporate your brand assets into any new products or services that you release to the market. Consumers must be able to associate your brand with your entire suite of offerings.

Consistency is key when leveraging your brand assets for new releases. Your clients will associate your brand assets with your quality and core value propositions, which will help new products gain visibility and credibility in the market.

7. Vet new brand assets carefully before they are released.

Any new assets that you introduce should be immediately recognizable as a part of your brand.