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What Are Brand Assets? 6 Examples to Inspire You



What Are Brand Assets? 6 Examples to Inspire You

All companies that want to attract customers and stand out against competitors need strong brand assets. These elements help build an identity, maintain consistency, and create trust. Considering that trust is the second most important factor in buying from a new brand, it’s essential for companies to design brand assets that highlight their values, strengths, offerings, and identities.

Brand assets let you create customer touchpoints that are immediately recognizable. Think of Amazon packaging, the Pixar lamp, or Apple’s minimalist design.

But branding assets aren’t simply logos and slogans. They’re the combination of several elements that come together to create a unique, distinguishable identity. If well-designed, brand assets can build brand awareness, increase marketing ROI, create customer loyalty, and give you a competitive edge in the market.

Any company can develop distinct assets that draw in customers and increase sales conversations. To start, let’s walk through the basics of brand assets before jumping into examples that show you how to leverage these essential branding elements.

What are Brand Assets?

Brand assets are recognizable elements that embody a company’s identity. From logos and typography to taglines, brand assets make it easy to identify a business, help it stand out from competitors, and cue customer associations.

Brand assets can include the following elements:

  • Brand name
  • Logo
  • Color palette
  • Packaging
  • Slogans or taglines
  • Songs or sounds
  • Brand guidelines
  • Mascots
  • Typography
  • Design elements
  • Voice and tone
  • Videos

Well-designed brand assets can help you deliver a consistent, unified experience and bring your business to the top of customers’ minds. But it should never be mistaken for a competitor’s brand. You want every element to reflect your company so it’s immediately recognizable. If you can do that, your assets will work well with one another to build your unique brand identity.

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Every company has different needs and thus, different assets. For some, a mascot may be more important than packaging. But all businesses must have a few essential branding assets to distinguish themselves from competitors.

Top Three Brand Assets

  • Logo: A logo is the most significant representation of a business. Research shows that people retain information better when it’s paired with a relevant image, and a logo is the thing that helps customers recognize your brand and begin to build an emotional connection.
  • Color palette: Up to 90% of an initial impression is based on color alone. Considering that people form an opinion about people or products within the first 90 seconds, it’s easy to see why a color palette is a top brand asset. When choosing colors, research the psychology of color to see what may resonate best with your audience.
  • Tagline: “Can you hear me now? Good.” “Just do it,” and “What’s in your wallet?” are all famous taglines. A catchy slogan, when combined with a specific logo and color palette, can be a powerful brand asset for unifying marketing campaigns and turning your company into a household name. Just think of all the jingles you still remember from childhood!

Brand Assets Examples

When building out your company’s brand assets, it can be helpful to see how other businesses stand out from the crowd. Take a look through these incredibly organized and thoughtful brand assets examples for inspiration.


Zendesk brand guidelines

One of my favorite collections of branding assets is Brandland, the Zendesk hub for all things brand. Not only can you discover the history and attributes behind the customer support software, but you can get information on specific assets like typography, color, and voice. It truly is a magical display.

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Wistia brand guidelines

The video hosting platform outlines its brand assets in a clear, concise way. Anyone with an interest in portraying the Wistia brand can learn how to use the logo and color palette, which comes with instructions on how to combine the two. It’s simple, yet effective.


Vimeo grand guidelines

Compiled in a brand guideline, Vimeo shares its branding assets alongside detailed instructions on how to use them. This includes how to reference Vimeo, how to use logo color and spacing, and how to share its unique Staff Pick graphics.


Mailchimp brand guidelines

Freddie is the mascot and logo for Mailchimp, which plays up the brand’s offbeat humor and conversational tone. The major brand assets are shared on Mailchimp’s website, as well as its content style guide — an important element for people who want to understand the brand’s voice and values in an in-depth way.


HubSpot brand guide example

It’s easy to access HubSpot brand assets through its style guide, which outlines elements like logo, color palette, tagline, graphics, and more. People can also dive into specific branding requirements so every page, product, and tool stays on-brand.


Uber brand guide

Whether someone is looking for the Uber logo or specific templates for a marketing campaign, Uber has it all in its brand playbook. The company makes it incredibly simple to understand how to use and create brand assets, which is essential for a global company that operates worldwide.

With these brand assets examples in hand, you’re ready to start designing elements that showcase your identity. If you’re wondering how assets play into your overall brand, look to this branding guide for tips on how to create a brand people know, love, and share.


brand consistency

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools



Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.


If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.


But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.


But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.


When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.


Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.


Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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