A brand asset is a piece of brand-aligned marketing collateral — such as a logo, design, tagline, or another element — that symbolizes the brand and its identity.
Amid a highly competitive commerce landscape, brand assets can help a business stand out, attract customers, and create a lasting presence. A brand asset is an easily recognizable element that helps keep the brand top of customers’ minds while building and securing the brand identity. These include logos, marketing materials, design elements, taglines, slogans, color palettes, mascots, packaging materials, and more.
When done well, brand assets help form the brand’s personality within the market and among its competitors, creating a cohesive “character” for the brand. This helps set expectations with customers and forge relationships with new and existing consumers.
Most brands use an organizational system, such as a digital asset management (DAM) system, to ensure their brand assets remain accurate, cohesive, and up to date. These systems store and organize the brand’s database of digital assets, ensuring that all teams have access to the most up-to-date versions at all times.