In branding, you don’t buy assets, you build them, with consistency of use and with time…If there’s anything you would remember Ngozi Okonjo Iweala for, aside all her amazing feats and contributions to the world at large, it would be the way she carries her African culture with her wherever she goes. All my years, I’ve never seen her with any other kind of dressing, regardless of the kind of occasion.
Your brand asset is like your national flag that embodies all you stand for and seek to be known for. It’s something that your audience can use to represent you in your absence. As an personal or a corporate brand, a very vital question you need to be asking yourself is, “what are my potential brand assets that I need to start building with consistent use and making sure my audience are able to interact with on a regular basis?”.
Nothing becomes your brand asset by accident. It’s only called a brand asset because you have owned it intentionally and made it so popular within your target market that it has found its way into people’s conversations, culture and perhaps, a popular lingo. You’ve used it so much that it has become so easy to recognise wherever it’s being used.
Other examples include: “Data is life (Airtel)”, “Just Do It (Nike), Apple logo, the mask of Money Heist, “What God cannot do, does not exist (NSPPD)”, the name “Obi Cubana”, etc.
These are just a few, but you’ll agree that they have found a place in our conversations on a regular basis due to frequency of use and massive acceptance…I’m sure you’re thinking, what on earth can I use as my own brand asset. Right? That’s why I’m your BrandCore Strategist. I’m here to dig it up with you! I’m just a DM (direct mail) away!