s we have mentioned before, branding is an important part of your business. In order to develop your brand, there are several assets that your company needs to possess. While there are certainly other aspects to a successful brand, the tangible assets are integral. Having the right brand assets on hand is essential when you work with other companies, onboard new employees and grow your business. In this article, we will be talking about physical brand assets that your company should have and what meaning they should take on.
Why do you Need Brand Assets?
As a small business, keeping track of your company’s brand assets can be easy. However, as your business grows, it can become much harder. With new employees and partners, it becomes essential to have a good understanding of your brand assets and when they are used. Over our years of experience at Atomic 55, we have seen varied levels of preparedness from businesses. Some are highly organized and can produce all desired brand assets. However, others are severely disorganized and struggle to provide the bare minimum.
For smaller companies, this article is designed to spark your imagination to start gathering these assets. Whether you need to have these assets created or make adjustments to what you already have, it is important that your small business is able to produce brand assets when needed. On the other hand, if you are an established company and fall in the unprepared category, this is your sign to get your s@#* together in 2023. It is never too late to organize your company or fill in the gaps for what is missing. Having a solid understanding of your brand will help save you time in the long run. Moreover, anyone that you partner with will appreciate the clarity of your brand.
Below, we’ve listed a small checklist of the physical and digital assets that your company needs to have. Ideally, you will want to invest in all of the assets listed below. It is best practice to gather these assets and put them into a folder so that they are readily available. Follow along below to learn more about what brand assets your business needs!
“For every minute spent in organizing, an hour is gained.” -Franklin
Consistency is to a good brand as brushing your teeth is to good dental hygiene. In order for your brand to do well, you must have unity in your font, colour, icons, ads, and logo. This is where brand guidelines come into play. Brand guidelines are basically a rule book on how you can showcase your brand. They include details about colour, font, messaging, sizing, do’s, dont’s and so much more. A brand guideline package is a perfect tool to help educate new staff/partners and keep everyone on the same page.
Logos are a business’s most important asset (after brand guidelines, of course). And, you’d think that because they are so important that every company would have logo files on hand right? Unfortunately, this is not the case. Most companies have no idea where they would even get their logo files let alone have them on hand. This is not ideal. Failing to produce your own logo files can result in longer production times and higher costs. So, it is crucial that you get a hold of your logo files.
The file types you’ll need for your logo are as follows:
A .eps file is the best option out there when it comes to giving your logos to a marketing team. This is because it is a high-resolution vector format and a working design file that can be edited in Adobe Illustrator. If you don’t have a .eps file, you should consider attaining one from the company that did your logo or hiring a third party to create one on your behalf.
A .png is a file type that allows you to use your logo without a background (ie: everything but the logo is transparent). This makes it possible for you to put your logo over the top of any object/background within your brand guidelines.
Another essential logo file is the .svg file. A .svg file is a high-resolution, vector type that is able to be used both digitally and for print.
A .jpeg is not a necessary file to have. In fact, a .jpeg should only be used as a last resort if your company cannot produce any of the above file types. If a .jpeg is all you have for a marketing company, chances are things will take longer and cost more.
Font & Colour Palette
Fonts are important to a company’s brand. And, not all fonts are free and readily available on the web. It is important that you are able to provide your font as part of your brand assets. Moreover, you’ll need a colour palette. Although, not having a colour palette isn’t that big of a deal. Most tech-savvy marketing companies will easily be able to pull the correct colours for your brand. However, it is still a nice thing to have on hand, which can help save time.
Lastly, is your imagery and photography. Things like icons and illustrations often get mixed in with this category, so it is important that you include these details if they are applicable to your company. Being able to produce a mood board that is representative of your brand is ideal.
Contact Us Today!
If you need help building brand assets, contact us today. We’d be happy to help you create the right brand assets for your business. For more information about what we do, feel free to reach out to one of our team members. You can find the latest updates on our social media page or check out our blog for related content. We look forward to working with you in the near future!