Here’s How to Gain a Competitive Edge

Is your brand recognizable? Is it memorable? Do you know how branding affects your company?

If you’re not sure how to answer these questions, it might be time to reassess your brand assets.

What are brand assets?

They’re unique and consistent branding elements that should distinguish and solidify your brand identity in the minds of consumers. But why is that good for business?

Emphasizing the right assets can help you:

  • Create a unique identity for your company, products and services.
  • Increase brand awareness and recognition.
  • Create an emotional connection with prospects and past clients.
  • Build customer loyalty.
  • Bolster ad effectiveness.
  • Increase sales conversions.
  • Gain a competitive edge.

How do you identify your best brand assets?

Consider the existing elements of your branding, including your logo, colors, mascot and typography. Your best brand assets will be those that instantly distinguish your company from the competition, reinforce your core values and emphasize the benefits of your products and services.

While some of your assets are likely strong already, others will require development over time.

What can you do to ensure brand assets are distinct and consistent?

A great way to measure the effectiveness of your branding is to gather feedback from consumers. Have members of your target audience rate each asset in terms of recognition, uniqueness and prevalence.

If you find that certain elements overlap with the competition, replace those assets.

Once you’ve identified the distinct assets most associated with your brand, maintain their use across marketing channels. The more consistent the use of your brand assets, the more effective they’ll be in terms of raising awareness and increasing consumer recall.

Need help creating distinctive brand assets? Get in touch today.