In digital marketing, where countless banners and ads are displayed daily, it’s essential for advertisers to stand out. That’s why having a clear creative concept and ensuring that different contacts add up is so important. This is where distinctive brand assets come into play. In this blog, we explain what distinctive brand assets are, showcase successful examples from advertisers like McDonald’s and Netflix, and highlight why consistency is crucial in digital advertising. Finally, we offer advice on how Smart Production Platforms can support this process.
What Are Distinctive Brand Assets?
Distinctive brand assets are visual and auditory elements that are immediately recognizable as belonging to a brand and strongly associated with the company. These assets make the brand easy to distinguish from competitors, even when the brand name isn’t explicitly mentioned. They play a crucial role in building brand recognition and loyalty among consumers, while also helping to improve advertising performance.
Examples of Successful Advertisers
- McDonald’s - The golden M logo of McDonald’s is an excellent example of a distinctive brand asset. It is so iconic and recognizable that it represents the brand on its own, without needing any further mention of the name.
- Netflix - The well-known “ta-dum” sound that plays before you start watching a Netflix show is an excellent example of a distinctive brand asset. The sound is instantly associated with Netflix and creates a feeling of anticipation for the viewer.
- HEMA - The well-known HEMA barcode is an excellent example of a distinctive brand asset. It is often used on packaging and in advertisements and is instantly recognizable as HEMA’s logo. The use of the color red and clear, simple typography also contribute to the brand’s recognizability.
- Bol - The blue “B” of Bol is an iconic distinctive brand asset. The logo is so recognizable that the company often uses it as a watermark on images and videos. Additionally, they frequently use the slogan “De winkel van ons allemaal” (“The store for all of us”), which also contributes to brand recognition.
- Draft Digital - Of course, we can’t forget ourselves, as we are actively working on this too. At Draft Digital, we strive to maintain brand recognition through our “Salesforce”-style mascot. Additionally, through Draft, we aim to create a recognizable feeling and connection.
The Importance of Consistency in Digital Advertising
Given the enormous number of banners and ads displayed daily in digital environments, consistency is crucial for brands to stand out and be recognizable. Consistency in branding ensures that all brand expressions present a coherent and uniform image. Consistent use of distinctive brand assets, such as logos, colors, typography, and visual styles, helps strengthen brand recognition and build trust with the audience.
How Can Advertisers Get Started With This?
Advertisers can easily start by creating distinctive brand assets through defining a clear brand identity. This includes developing a logo that reflects the core values and personality of the brand. Additionally, they should select consistent visual elements such as colors and typography to be used uniformly across all channels. Using a recognizable slogan also helps build brand recognition.
It is also advisable to set up dynamic tools so that the assets are automatically loaded via a template. This makes it possible to apply personalization at scale, allowing you to reach each consumer with relevant content. Additionally, this ensures that your brand style cannot be easily altered, so that all creative elements add up consistently for the consumer.
What do these dynamic tools involve?
Dynamic Creative tools significantly help ensure consistent use of distinctive brand assets. These powerful tools enable marketers to generate diverse content at scale while maintaining the core brand elements. By automating the creative process, brands can preserve a uniform look across multiple channels and platforms, crucial for leaving a recognizable and memorable impression on audiences. Whether it’s consistently applying logos, color palettes, typography, or other brand assets, Dynamic Creative tools bring efficiency and accuracy, strengthening brand identity and boosting consumer brand recognition. This helps brands stand out in a competitive market and build lasting relationships with their audience. Examples of tools you can use for this are Cape and Grid.
The Importance of an Audio Logo
Besides visual distinctive brand assets, having an audio logo is equally important, especially in digital environments where audio is an essential part of the experience. An audio logo is a short sound or musical piece that represents the brand. It can be used in commercials, videos, and even as a ringtone on phones. A well-designed audio logo can be a powerful tool to increase brand recognition and strengthen the emotional connection with the brand.
Conclusion
Distinctive brand assets are invaluable in the world of digital advertising. They enable brands to stand out and build a strong connection with their audience. Consistency in branding is essential to be noticed among the abundance of ads shown daily. Advertisers can easily start developing their distinctive brand assets by defining a clear brand identity and using visual and auditory elements applied consistently. Most importantly, don’t forget the value of a unique audio logo, as it is a powerful way to increase brand recognition and leave a lasting impression on the audience.
Would you like help selecting a tool or creating distinctive brand assets? Then get in touch with us We’re here to help you or connect you with a partner who can.
