Distinctive Assets > Branding

Why a brand’s distinctive assets are more valuable than branding.

Let’s play a game of association. You know — where I say something and you say the first thing that pops into your head? So:

If I say “gecko” what do you think of?

If I say “beer on a beach” what do you think of?

More than likely, you were able to call to mind specific brands that own these words or contextual situations. Those brands have spent significant time and financial investment in building these memory structures so they can stand out in crowded categories.

Further, the examples here prove Byron Sharp’s “How Brand’s Grow” claim that distinctiveness is more important than differentiation. These particular insurance and beer products are not stunningly different from other brands in their category but they’ve invested in building equity behind distinctive assets (characters and contextual environments) so they are more easily recognizable and stand out when a buyer is at the point of purchase/in consideration of a purchase.

What are distinctive assets?

So much more than just branding — distinctive assets are all facets of your brand’s identity. The elements you want to own and be most associated with:

How to use distinctive assets

Not every distinctive asset needs to be present in every piece of communications. Think about it like a toolbox — you pull out a select tool based on the objective at hand. So while a TV spot may include most of these elements listed, a digital banner may only have the tone of voice and contextual cues.

The key to distinctive assets is commitment

Once you identify the right elements and your brand’s right to own them, commit. With consistent usage across audiences (remember reach is key!), you’ll be able to build equity and recognition for your brand, contributing to overall business growth.

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