Distinctive Brand Assets
What are distinctive brand assets and why are they important?
In this on brand article we’ll cover:
• What are distinctive brand assets
• Why are they important
• Case study
• Summary
What are distinctive brand assets?
What makes a stand-out brand identity? While it’s obviously not just one thing, distinctive brand assets play a huge role.
Distinctiveness is a quality or characteristic that sets your brand apart from others of its kind. And in a constantly shifting consumer landscape, it can increase the overall performance of your brand.
Distinctive brand assets are the unique elements or characteristics associated with your brand that help to differentiate it from the competition and contribute to its recognition and identity in the marketplace.
In the context of brands and brand design, these could include.
- A logo
- A colour palette
- A strapline
- A photography or illustration style (or both)
- A mascot
Why are they important
The choice of denim was once Levis, Wrangler or Lee. Now there are literally thousands of brands to choose from. Soft drinks were limited to a mere handful of choices, now the Coca-Cola company markets over 500 just on its own.
With an overwhelming number of new channels, challengers, buying behaviours and pressures, how do you ensure your brand stands out?
From a brand perspective, distinctive brand assets are widely seen as crucial in creating mental availability for brands. Think of a familiar brand and chances are there will be several ‘brand assets’ that come to mind.
Coca - Cola - Red. Curved bottle. Spencerian script - the cursive typeface used in the logo.
KFC - Mascot (The Colonel). Strapline: ‘Finger Lickin’ Good.’ The bucket.
Oatly - Hand-drawn logo. Hand drawn type. Playful and irreverent tone of voice.
The important word in all of this is distinctive. Sure you can create a logo for your brand, a mascot, a strapline and a series of graphics, but if they all look like everyone else in your sector, they’re not really distinctive.
The presence of distinctive brand assets is strongly linked to positive brand outcomes, more so than simply showing or talking about the brand.*
Below we take a brief look at how brand assets play their part in ASDA, a large UK supermarket.
Case Study
In May 2024 Asda launched its’ new identity. Revising a brand identity requires careful consideration of what currently works (and that has ‘equity’) and can be therefore be retained and/or evolved, and what might need replacing altogether. This process is in part informed by the distinctive brand assets that people associate with the company.
In this case, their ‘ASDA green’ was synonymous with the grocer, as was their light-hearted humour and warmth from a tone perspective. These were retained and built on with an additional green being added to the palette, and the tone of voice embracing a playful cheekiness. Their humour and perceived warmth were also carried through in the introduction of a new bespoke typeface (designed by Colophon for any type nerds) which feels fun and in the supermarket landscape very different.
These ‘distinctive brand assets’ were then added to with the introduction of ‘stickers,’ allowing the retailer to display prices and messaging in a fun and engaging way. These are a subtle nod to the stickers often found on produce, albeit not as much as a decade ago.
As a suite of brand assets, these give designers the tools to create communications with personality that help to engage their audience and stand out, and apart, from the competition. And while the stickers might take a little time before they are considered as ‘distinctive’ [this will come in time if they are retained], overall these all come together to create a memorable brand. As Lorenzo from Havas (the agency responsible for the rebrand) “They’re a big supermarket but this new branding is helping to communicate a more personable experience”.
Summary
Creating a suite of distinctive brand assets will benefit your business or organisation on many levels, and as such should be invested in when creating your brand. If we were to break down these advantages, they would be:
Brand Recognition: They help consumers easily identify and differentiate your brand from competitors in the marketplace. When consumers see or hear these assets, they immediately associate them with your brand, fostering recall and familiarity.
Brand Equity: Strong brand assets contribute to building brand equity, which is the commercial value derived from consumer perception of the brand. This equity can lead to higher brand loyalty, premium pricing power, and increased market share.
Consumer Trust and Loyalty: Consistent and recognisable brand assets build trust and credibility with consumers over time. When consumers consistently have positive experiences with a brand and its assets, they are more likely to remain loyal and advocate for the brand.
Competitive Advantage: Distinctive brand assets provide a competitive edge by making it more challenging for competitors to imitate or replicate the brand's unique identity and appeal. This uniqueness can create barriers to entry and protect market share.
Effective Marketing and Communication: Brand assets serve as effective communication tools in marketing campaigns. They simplify messaging, enhance brand recall in advertising, and facilitate emotional connections with consumers.
Long-Term Value: Investing in and maintaining distinctive brand assets can lead to sustainable long-term value for the business. As consumer preferences and trends evolve, strong brand assets provide a foundation for adapting and staying relevant in the marketplace.
If you’re looking to create a brand for your business, or thinking of a brand refresh and want to know more, we’ll happily talk you through the process in more detail.
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