What constitutes a brand asset? Let’s cover the assets you’re likely working with for your business.

Brand Name
Your brand name is the primary identity of your company. As your other brand assets evolve, your brand name likely won’t ever change. If you haven’t trademarked your brand name, we encourage you to do so. By owning the rights to your brand name, you have better leverage over unauthorized use and any competitors who attempt to copy or steal your brand. Check out HubSpot’s trademarks and Trademark Usage Guidelines as an example. Your brand name will also likely be reflected in your website domain and social media pages. Keeping these names, identities, and handles consistent will help customers discover and follow your business.

Logo and Color Palette
Your logo and color palette embody the creative representation of your brand. These assets are important parts of your branding as they tap into emotional marketing tactics. If designed properly, they can help you attract and convert customers.
Typography. Your typography refers to your fonts and text-based assets and how they’re used in your branding. These guidelines inform any branding or marketing asset that’s designed on behalf of your business, including your website, paid advertising, social media posts, and more — all the way down to the spacing between the letters.

Your graphics include many different brand assets — basically anything specifically designed for your brand or marketing. These could be used on your digital marketing channels (which we’ll discuss next) or developed as standalone assets, such as external slide decks, letterheads, press releases, or even marketing videos. Your brand graphics will likely be utilized by a wide variety of people (from designers to social media marketers to content writers), so they should be well-organized and have clear instructions on how to use them.

Digital Marketing Channels
Your website, social media, and paid advertising are a few of the most important iterations of your brand. Millions of people access the internet daily, and your digital channels are likely the branding assets the most viewed by potential customers. For this reason, they must reflect your branding, and they must be consistent. Also included in this section is your employees’ and executives’ social media accounts, as these are a reflection of your brand and a fantastic marketing opportunity to give your audience an inside look at your company and the opportunity to conne