What are the key visual assets that your brand should focus on? Vanessa Holden, independent consultant and former SVP, Creative Director at West Elm, shared with us the main creative assets that every brand should always have available.
First and foremost, before even thinking about producing visual content, brands need to know and understand who they are, with Holden reminding us that “The core of communicating any brand is being very clear on what the heart of your brand is.”
This clarity in the message you want to deliver to the public and to consumers will guide you first set of brand visuals: Create visual assets that are directly related to your brand’s core and that showcase your brand’s key differentiator on the market. These assets will seek to “bring to life your story the most”. Only then can you turn your attention (and budget) to more experimental visuals and content pieces. Burberry is a great example of this creative production strategy, according to Holden: “They identify their heritage, as an inclusive and exclusive brand, then boldly step forward to a very different media landscape”.