There are so many things that go into creating a strong brand. Some things you might not even think of! That’s why I always recommend business owners hire a branding professional, but that’s a different story.

Brand assets are one of those things you don’t realize you need. Put together, they create a powerful brand. Let’s chat about what brand assets are, why you need them, and a few examples you can work on adding to your brand kit.

What are Brand Assets?

Brand assets are elements that encompass your brand. It’s how people recognize your brand visually, audibly, and emotionally. Brand assets create a quick association with your brand that sets you apart from your competitors. When someone sees or hears something associated with your brand, they know it’s you right away.

Think of Chick-fil-A as an example. When you see the red ‘C’ that looks like a chicken, you know what brand it is. They utilized a color, logo, and font to help you recognize the brand. That’s how you know they have strong brand assets.

Do I Need Brand Assets?

If the Chick-fil-A example doesn’t convince you, I don’t know what will! 

But really, brand assets are necessary for any business, even the small guys. Arguably, especially the small guys! There’s so much competition out there; you need to have a way to stand out! An established brand identity is how you do that.

Brand assets also build trust. After seeing consistent branding over and over, they begin to associate high quality and trust with your products or services. You begin to establish yourself as an expert, and when people see your brand assets, they know you have something good to share.

at home wtih nikki

Brand Asset Examples

So how do you create brand assets that lead toward a custom brand identity? These are some things I recommend all businesses have.

Brand Name

It’s obvious, I know, but your brand name should be unique and something people will recognize. I recommend keeping it to 1-3 words, too. Otherwise, it could be too long for people to remember. Plus, imagine the length of your domain URL! 😅


Your logo is a visual representation of your brand. It needs to be recognizable and unique. Since every company has a logo, you want yours to represent who you are. You should have a few variations that differ in size and color.

what are brand assets

Slogan or Tagline

A slogan or tagline is one sentence that describes your brand. For example, mine is:

The creative studio for powerhouse women looking to level up their brand.

After reading this short sentence, you know who I am (a creative studio), who I serve (powerhouse women), and what problems I solve for clients (upgrading a brand). It’s a quick snippet of my brand and gives people an idea of what to expect from me right off the bat.

Color Palette

A color palette is a matching set of 5-7 colors that represent your brand. Brand colors are used everywhere:

  • Website
  • Graphics
  • Social posts
  • Marketing materials
  • Presentations
  • Reports

Make sure you like them! Again, I recommend hiring a branding expert to help you pick your brand colors based on what’s important to you. Colors elicit various emotions, so when choosing your brand colors, think about how you want your audience to feel when they interact with your brand.

Psst… you don’t have to stick to your brand colors forever! Here’s why.

color palette for at home with nikki


Branded music or audio isn’t a required brand asset like some of the others, but it’s a fun addition! A good example of having branded audio is for entrepreneurs with podcasts. A little jingle at the beginning of each episode establishes recognition among your audience. You could also utilize audio if you frequently produce long-form video content.

Photos and Graphics

Photos are important to establish yourself as the owner of the brand. Invest in high-quality professional photos that represent you and the brand. They don’t have to be the traditional stoic headshots, either! The photoshoot can still be super fun if that’s what your brand identifies as 😉

Graphics elements are important, too! This visual art can say a lot about your brand if used strategically. Think about how you can use graphic elements on your website to contribute to your custom brand identity.

brand assets for small businesses


Fonts are an essential component of a brand kit. Most brands utilize 1-3 fonts that encompass their brand. Here are common font combinations you’ll see:

  • Script: Used for design elements. It’s harder to read, so use sparingly.
  • Sans-serif: An easily readable typeface used for most paragraph text.

You can add variation to your chosen typeface by using bold, italic, size, or colors. Many people do this for header text to differentiate it from paragraph text.

Tone of Voice

Your tone of voice can be considered a brand asset! Using certain language, punctuation, emojis, etc lends to your brand identity. Keep in mind that people read things differently. Have you ever sent a text that was misinterpreted by the receiver? Think about how your message could be received by your audience.

Brand assets are necessary for any brand, and I highly recommend you invest in a branding expert who can walk you through the process. They will make sure you don’t forget any pieces and strategically think about each brand asset element. If you need a brand refresh or new brand assets, let me help! I love serving women who are invested in creating a brand that represents who they are. Contact me today for a free consultation!

About Âme Creatives

I’m a Showit Design Partner and SEO expert who specializes in crafting websites and branding for you: the successful female entrepreneur who is crushing business goals… but doesn’t have the branding or website to match. I’m an expert at being able to create a beautiful brand that fully represents YOU. Ready to work together? Send me a message!

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