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Its 3 a.m.

, do you know what your Distinctive Brand


Assets are?
A D V E R T I S I N G , A L L , B R A N D , B U S I N E S S , D I S T I N C T I V E B R A N D A S S E T S , I N N O VAT I O N , I N S I G H T S , M A R K E T I N G , M E D I A

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 Sharps 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!