Branding assets can take many forms and functions.
Take Chick-Fil-A, for example. The fast-food chain has an impressive variety of brand assets, including a stand-alone chicken head logo, a logo in cursive script, and its adorable family of cows with the “Eat Mor Chikin’” tagline.
Each of these assets is unique but represents the same brand. The company’s tagline is a great example of how one brand asset can evolve into many over time. Chick-Fil-A’s cow mascots have been misspelling words for decades since their debut in 1995 and are now associated with the chain just as much as its delicious chicken.
But even if you don’t have a talking duck mascot or a one-of-a-kind shopping bag to represent your brand, chances are you already have many distinctive brand assets to use.