Definition: Brand Assets

Brand assets are a crucial component of a strong and credible brand. Here you can read about brand assets, well-known examples, and what the difference is between brand and digital assets.

What are Brand Assets?

Brand assets, or branded assets, are elements such as colour, fonts and logos that help to identify a specific brand. These elements are brand assets when customers associate them with your brand. If an element leads the audience to a different but similar brand, the element is not a brand asset.

Well-known examples

The brand assets of the following two companies are so strong that they make the audience think of the brand immediately.

Google's colour combination can be recognised in every Google product. From Chrome and Gmail to the Cloud Platform and Ads. The public immediately sees that it is a Google product.

Another example is the Twitter logo. When people see the blue bird, they immediately think of the social media platform. Few will think of Facebook, Tiktok or any other social media platform when they see this logo.

What is the difference between Brand Assets and Digital Assets?

Digital assets are sometimes confused with brand assets. However, there is an important difference. Digital assets are digital files which a company is legally allowed to use. For example, a digital image created by a company and to which that company has a right. It is therefore possible that a brand asset is also a digital asset. A digital logo is an example of both. But a digital asset is certainly not always a brand asset.

Digital Asset Management - the solution for Brand Asset Management

Working with brand assets brings a number of challenges. Among others, incorrect use of assets or losing logos and images. The solution is Brand Management software.

Comrads offers scalable Brand Management solutions that meet the specific needs of each organisation. With Comrads' Digital Asset Management system, all your logos, colours and fonts are centrally managed and the correct and latest versions can be easily and consistently shared with your users.

More information

There are many different Digital Asset Management (DAM) systems and DAM providers. Therefore, take a look at our DAM benchmark to compare solutions based on your functional requirements. Download the comparison guide without any obligation.