What Are Brand Assets and Why Are They Important to Your Business?

When we think about our favorite brands or products, there is almost always something we can instantly associate with them. If we think of Apple products, we think of the apple icon. Or McDonalds, the unmistakable golden arches or “I’m lovin’ it” jingle. These are examples of brand assets. Brand assets are the visual and verbal elements that make up a company’s brand identity. While logos often come to mind, assets also include color scheme, typography, imagery, messaging, and more. All these components come together to create an easily recognizable brand that sets a company apart from competitors.

Brand assets play a crucial role in building trust and credibility with potential customers. A strong, consistent brand identity helps to establish a company as a reputable and reliable source of information, products, and services. For mortgage and insurance professionals, building trust with clients is crucial. These industries can be perceived as complex and confusing, and a strong brand identity can help to alleviate these concerns.

For example, a well-designed logo and website can help to convey a sense of stability and professionalism, while a consistent message across social media channels can help to establish a company as a thought leader in the industry. In addition, a well-crafted brand message can also help to differentiate a company from its competitors, making it more likely to stand out in a crowded marketplace.
Another important aspect of brand assets is the ability to create emotional connections with customers. A well-designed logo or a clever tagline can evoke feelings of trust, security, or excitement. This emotional connection can be a powerful tool in building loyalty and long-term relationships with customers.

For mortgage and insurance professionals, this emotional connection is especially important. These industries often involve large financial decisions, and customers need to feel confident and secure in their choices. By building an emotional connection through brand assets, companies can help to alleviate any concerns and build trust with potential clients.

 

 

Key Brand Assets

• Brand Name: All brands need a name, so begin here if you do not have a well-established brand name already. A brand name should be meaningful yet easy to remember.
• Logo: A logo that is easily recognizable is key to successful branding. Logos serve as a quick visual signal for brand recognition. Think once more of the Apple logo. A quick glance at the logo and you know immediately what you are looking at. A well-designed logo should provide the same recognition for your brand. When designing a logo, they should be created in different sizes and colors for various uses.
• Colors: Colors evoke human emotions which means the colors that you choose to represent your brand are an opportunity to create an emotional connection with customers. Blue is associated with competence and trust. Black with sophistication and power. Yellow portrays optimism and happiness. Select colors that coincide with the message and identity that you want your brand to have. Blue is a popular color used by many fortune 500 companies and is a great starting place for professionals in the mortgage and insurance industries.
• Taglines and Slogans: “Can you hear me now? Good.” Most people would know that this catchy phrase comes from Verizon’s television campaign. Capital One’s “What’s in your wallet?” has been around since the year 2000 and is an easily recognizable slogan. While not every business will have a tagline or slogan, they can be a valuable asset for brand association.
• Photos and Videos: Quality photos and videos can be a powerful brand asset. While often used by companies selling physical products, high-quality photos and videos can set your brand apart from competitors. Mortgage and insurance professionals can have high quality images taken of their office and staff to portray professionalism on their website, social media, and other marketing resources.
• Typography: Much like your logo and color choices, the font style you select should also be used to portray specific emotions. For example, Disney uses a fun and whimsical font, while Coca-Cola uses a timeless font that is very similar to the original logo developed over 130 years ago. These font choices are an important part of the brand identity for each of these companies.

 

 

Utilizing Brand Assets on Social Media

Social media has become a crucial platform for businesses to showcase and promote their brand assets. Social media platforms like Facebook, Twitter, and Instagram allow companies to reach a wide audience and connect with potential customers in a more personal way.

For mortgage and insurance professionals, social media is a great way to connect with potential customers and to build trust. Platforms like LinkedIn allow professionals to establish themselves as experts in their field and share valuable information with potential clients. Social media can also be used to drive traffic to a company’s website and increase visibility in search engine results. As a mortgage or insurance professional, you may not have time or know-how to incorporate your various brand assets into every social media post. A social media posting service like 220 Social can create images and posts for you so that your branding and messaging is consistent across various platforms such as Facebook, LinkedIn, and Instagram.

Brand assets are an essential part of building trust, credibility, and emotional connections with customers. For mortgage and insurance professionals, a strong, consistent brand identity can help to establish a company as a reputable and reliable source of information, products, and services. Investing in the development of strong brand assets can help these professionals stand out in a crowded marketplace and build long-term relationships with customers.