What are brand assets?
Brand assets are all those elements that represent and communicate your brand to the public—the building blocks of your brand, so to speak. Brand assets can be tangible features, like logos or websites, or intangible, like brand stories or brand values.
When combined, all your brand assets form a cohesive image and shape your business’s unique identity.
By strategically designing and applying your brand assets, you can build a recognisable brand experience that stands out and attracts your ideal audience.
Obviously, not all brand assets automatically stand out just because you created them. You need to use them repeatedly and consistently to firmly establish them in the consumers’ minds.
When your brand assets become instantly recognisable and closely associated with your brand, they are called distinctive brand assets.
Now that we have clarified this, here are 80 examples of brand assets, grouped by the senses they appeal to.
80 examples of brand assets
Visual Brand Assets
- Logo
- Brand typography (fonts, styles)
- Brand colour palette
- Brand icons
- Brand patterns
- Specific layout
- Brand illustrations
- Brand photography (original or stock images)
- Brand mascots
- Branded avatars
- Packaging design elements (specific graphics)
- Brand-specific infographics
- Product design (specific shape, materials)
- Brand-specific emojis
- Branded motion graphics
- Video intros
- Video outros
- Logo animation
- Brand watermarks
- Branded loading icon
- Website favicon
Sonic brand assets
- Jingles
- Sound logos
- Voiceover talent
- Podcast intros
- Podcast outros
- Sound effects in advertisements
- On-hold music (in phone cues)
- Product sound (like starting a MacBook)
- Branded ringtone (like the famous Nokia ringtone)
- Branded soundtrack
Tactile Brand Assets
- Texture of packaging materials
- Embossed or debossed elements on brand collateral
- Unique packaging shapes
- Interactive packaging
- Texture and weight of paper in print materials
- Material choices in product design
- Ergonomic design features
- Haptic feedback in digital interfaces
- Textured surfaces in retail environments
- Texture of fabrics for fashion brands
- Unique product textures (e.g., a specific grip on a tool)
Scented Brand Assets
- Signature fragrance or scent
- Scented products (e.g. PlayDoh)
- Fragrance in retail spaces or showrooms (e.g. Marriott)
- Scented promotional materials
- Air fresheners with brand-specific scents
- Scented packaging materials
- Scented candles
- Scented diffusers
- Scented samples or giveaways
- Fragrance for marketing events
Taste Brand Assets
- Signature flavours
- Branded recipes
- Unique ingredient combinations
- Seasoning blends
- Limited edition flavours
- Flavour-infused products
- Personalised flavour experiences
- Taste-focused marketing campaigns
- Food and beverage samplings
- Culinary collaborations
Intangible Brand Assets
- Brand name
- Tagline or slogan
- Brand voice
- Brand messaging
- Brand essence
- Brand story
- Brand mission
- Brand vision
- Brand purpose
- Brand values
- Unique selling points
- Brand positioning
- Brand personality
- Brand culture
- Testimonials
- Online ratings
- Thought leadership
- Signature onboarding experience
I hope you found these brand asset examples helpful in understanding what’s contributing to your brand identity.
Do you have any additional ideas for adding to the list? I would love to hear from you!
In the meantime, you may like my article on sensory branding, which includes real-world examples for many of the assets mentioned above.
If you’re ready to define your brand assets and need help developing them, I offer tailored brand strategy and design services. Let’s connect and build a brand that reflects your business.
