What are brand assets?

Your complete brand consists of every interaction your audience has with your organization. It’s one of the main aspects of an organization that has to tell what they stand for. These interactions translate into elements that become brand assets the moment people associate them with your brand. It is a unique identifier for the products and/or services that you deliver to your audience.

Therefore your brand, and thus your brand assets need to stand out from your competitors and be maintained consistently.

Consistency can be applied to every aspect of your brand, both tangible and intangible. Brand assets are invaluable resources that contribute to the perception of your brand but also possibly the financial value of your organization. Having a harmonized constitution of assets like the ones listed below is what makes a strong brand.

Brand asset examples

  • different logo variations
  • color palettes
  • sounds and songs
  • company name and motto
  • typography
  • packaging design

Just to be clear, none of these examples are assets from the get-go. Most importantly, there needs to be a connection between the company culture and your brand asset for people to make the association between your brand and its assets. This way you would work on your brand awareness which is important for sales.

For example, once someone sees this logo we would like them to think about Kadanza, basically making the connection and raising awareness.

To conclude, digital assets are any digital files that a company owns and stores while brand assets are the main brand guidelines that a company should follow.

What is the difference between digital and physical assets?

We learned that digital assets (intangible assets) can be brand assets, like the digital version of your logo and tone of voice. These kinds of assets can be stored in a brand portal that has some sort of digital asset management (DAM) tool like Kadanza.

Physical assets, also known as tangible assets, need to be physically stored. For example, the machinery of a company is a physical asset, but once you combine it with your digital asset it also becomes your brand asset. So, physical and digital assets can conclude each other if you want to use them that way.

In short, while the designs of a physical asset or their digital representation can be stored in a digital asset portal, the actual item or product requires some logistic planning, meaning requires physical storage.

What can you do in a digital environment? You can fully describe the physical asset, and include a photo or design of assets so that the relevant people can find all the information about it on your physical asset.


Brand assets are the elements of your brand, such as your logo or images, that you want people to associate automatically with your brand.

It takes a lot of effort to maximize the impact of your brand assets and for them to become easily recognizable by your audience. They come in many different formats and they all need their way of storing. So comprehensively approach your brand's assets and make sure they are consistent across every channel to maximize your chances of success.

If you have many digital assets and are struggling to manage them with the way of your current work, we suggest you use a service that you can use within your organization.

Did you know?

With Kadanza you can easily upload your assets and manage permission for those assets thanks to the number of user groups that you can create based on your subscription model. Learn more about Kadanza
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