← All charts
Advertising and media
Types of distinctive brand assets
| Asset | What it does | How to keep it working |
|---|---|---|
| Colour | Lets people spot you on a shelf or in a feed from a distance | Fix exact colour codes and own one main colour in your category |
| Shape or pack design | Makes the product recognisable even when the label is unreadable | Change packaging gradually and keep the silhouette when refreshing |
| Logo or symbol | Signs every touchpoint; the anchor for all other assets | Set minimum size and clear space; never redraw it per campaign |
| Character or mascot | Gives the brand a face and carries stories across formats | Keep its look and personality the same across agencies and years |
| Sound or jingle | Works where eyes are busy: radio, video with sound, voice | Use the same few notes in every audio and video format |
| Tagline | Repeats the promise in a few memorable words | Keep it for years; change campaigns, not the tagline |
| Typography | Makes even plain text look like you | Use one or two typefaces everywhere, including presentations |
| Asset | What it does | How to keep it working |
|---|---|---|
| Colour | Lets people spot you on a shelf or in a feed from a distance | Fix exact colour codes and own one main colour in your category |
| Shape or pack design | Makes the product recognisable even when the label is unreadable | Change packaging gradually and keep the silhouette when refreshing |
| Logo or symbol | Signs every touchpoint; the anchor for all other assets | Set minimum size and clear space; never redraw it per campaign |
| Character or mascot | Gives the brand a face and carries stories across formats | Keep its look and personality the same across agencies and years |
| Sound or jingle | Works where eyes are busy: radio, video with sound, voice | Use the same few notes in every audio and video format |
| Tagline | Repeats the promise in a few memorable words | Keep it for years; change campaigns, not the tagline |
| Typography | Makes even plain text look like you | Use one or two typefaces everywhere, including presentations |