How can your internet marketing company serve as a catalyst for brand growth? Well, the answer lies in brand asset creation. Identifying the elements in brand identity that are distinctive and relevant is the key here. Cross-functional brand-building teams work with marketing, sales, communications, design, and digital designers. So, while there are many experts and specialists on the job, the brand needs to communicate consistently 24/7.
For this reason, your brand identity can be influenced by a multitude of forces. Your Pathwwway Ltd. internet marketers need to ensure as the brand evolves, it remains true to its roots and consistent in purpose, as well as promise. The answer lies in the brand assets owned and which brand elements are holding the business back from growth potential. A brand’s identity comprises different elements. Not all of them have the same value. The best elements for building your brand’s identity are brand assets. They are the key to evolving the brand to create a massive breakthrough and win the minds and hearts of customers.
- Why Brand Asset Creation Matters
A brand asset may be distinctive or owned by a brand. This means consumers undeniably link the asset with the brand. Impact of distinctive brand assets is that it attracts and drives recognition amidst competing messages and noise in the market. Consumers use the asset as a mental shortcut to discover and remember your brand. An internet marketing company understands the power of brand asset creation to accelerate growth.
The relevance of brand assets for your brand identity building cannot be emphasised enough. For an internet marketing company the asset reinforces and amplifies the brand’s promise. As the asset consistently amplifies and reinforces the brand, and is iterated across multiple touch points, it reinforces mental structures that customers have linked to the brand. This creates a mental shortcut, whereby customers are more likely to pick your product off the shelf or buy your service offerings. Brand asset creation evokes a multitude of emotions.
A simple and distinctive brand element can cue buyers to recognise the brand so effectively and easily. Brand assets can even help buyers to recall the experience with that brand through previous usage or media customers are currently receiving. Stories and experiences with the brand can be recalled in an instant and this activates the mental structure critical to driving purchase. Brand assets are even leveraged by iconic and successful brands, as they utilise sensory cues to create mental memory structures. Such mental shortcuts facilitate brand recognition, feeling a certain way and trigger memories about brand promise leading to intended, growth-driving customer behaviours.
Brand assets trigger emotion and recognition more than commercials and one does not have to spend millions of dollars on advertising. Further, the impact is consumers are likelier to see the brand, recognise it and make the purchase. Successful, unique and iconic brands execute brand assets with relentless consistency to drive brand growth.
- Brand Consistency Matters
The benefits of doing so ensure all partners and stakeholders understand the brand assets need to be consistently communicated in various iterations across multiple touchpoints across the consumer purchase decision journey. Another important aspect of brand asset creation is that it helps to uncover the brand elements that don’t add value to the brand or hold it back. This provides clear direction on which brand elements should make space for distinctive assets.
- Building Brand Equity
An internet marketing company should also be able to drive growth, remain relevant to customers and create a breakthrough. Brand asset creation helps digital marketers to push boundaries of brand identity and promise. Long-term brand growth comes from brand promise brought to life by remarkable ideas executed with amazing consistency. As brands create a breakthrough, they also need to remain true to their roots and the brand emotions and associations they built in the first place.
Consider how multifaceted a brand is. After all, it impacts stakeholders across a wide range from creatives to consumers, marketers and retailers. A well-structured and consistent brand across the spectrum ensures each touchpoint is maximised. Brand assets are, further, consistent signals making it easier for consumers to identify and recognise the brand, besides recalling associations pertaining to the brand and consumer. A set of unique elements of the brand in terms of its assets give brands an edge, when it comes to distinctiveness and exclusivity.
Brand assets are valuable to the brand, as they are used for assessing how established and unique the brand is to consumers. They are different from product features, functions and unique selling propositions of brands. Brand name, tagline, logo, mascot, typography, typeface, shape, slogans, look and feel, jingles and ad styles or influencers are all valuable brand assets.
- Build a Unique Identity
Having brand assets different from others gives your brand a unique identity in the market. Creating an emotional connection with consumers, unique colour palettes, mascots, tag lines and other brand elements, brands can drive consumer recognition.
- Gain a Competitive Edge
With brand asset creation, an internet marketing company can confer a competitive advantage to your brand. Ever-growing competition in the market with the onset of fresh brands means brands gain a competitive edge in the market on account of the fact that consumers recognise the brand and are aware of its assets, strengths, values and product or service offerings.
- Build Customer Loyalty, Boost Profit Margins
With greater brand awareness, and appealing brand aesthetics, there is a potential for a higher volume of sales of products and services. This builds customer loyalty and boosts profit margins. Consider the Coca-Cola brand. Its bright red colour scheme paired with pristine white in all of its packaging, marketing and promotional tools is eye-catching.
Sports brand Nike has a distinctive logo (“Just do it”) and a distinctive logo and both are valuable brand assets. Then, there’s McDonald’s popular for its golden logo. Brand asset management is a holistic approach towards the entire brand management, including tools to preserve, communicate and manage the brand’s DNA, assets and brand standards.
The brand needs to have a distinctive and catchy logo and inspiring colour themes curated keeping the marketing message in mind. Brand assets like name, typeface, logo, slogan and tagline are other crucial brand elements that need to be used for formulating brand identity rules, guidelines or regulations. Consistency is the key to management of brand assets. Marketing collaterals like leaflets, brochures, hoardings, signage, television commercials and digital and social media creatives along with the packaging to consistently message across marketing and media channels. This improves brand awareness and improves brand psychology.