By Jonathan La Greca
Can you identify some of these brands? Why are some of them so easy to recognize? What emotions do you feel when you recognize them?
What is a Distinctive Brand Asset?
Distinctive Brand Assets are consistent sensory & semantic cues that make it easier for consumers to identify your brand and recall the associations related to it.
Any element within your brand identity that is unmistakably recognized as belonging to your brand and elicits associations that are “on-brand” is a Distinctive Brand Asset. These include and are not limited to colors, shapes, scents, sounds, tastes, textures, fonts, taglines, packaging, products, logos, claims, tones of voice, brand characters, and celebrity endorsers.
Why are Distinctive Brand Assets important to you and your Marketing team?
Most global leadership brand building organizations are trying to implement Byron Sharp’s “Laws of Growth” to build distinctive and coherent brands.
Thriving brands know that consistently activating their Distinctive Brand Assets across all marketing touchpoints builds and reinforces memory structures, creating mental availability for their brands, while building long-term brand coherency.
Distinctive Brand Assets drive brand growth by improving brand linkage in your advertising while making your brand more familiar, easier to find, and easier to buy!
Do you know which of your brand identity elements (e.g., brand color, font, logo, brand character, etc.) are driving the distinctiveness of your brand?
Maybe it’s time to pick up a copy of How Brands Grow. In the meantime, if you’d like a free copy of our summary of How Brands Grow, please contact Jonathan La Greca.
Voted among the top global insights consultancies for 3 years in a row, Hotspex is working with 15 of Top 20 advertisers in over 30 countries because we leverage the most innovative approaches from behavioral sciences, combining System 1 and System 2 measures to truly understand WHY consumer behave the way they do. We then apply marketing sciences, such as the Laws of Growth, to help you find out HOW to apply your insights in an actionable way to build distinct and coherent brands that accelerate growth.