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Distinctive Brand Asset

2 min read

Distinctive Brand Asset

In today’s competitive business environment, where countless brands are vying for consumer attention, establishing and maintaining a strong brand identity is essential. One of the key drivers of brand success is mental availability—the likelihood that a consumer will recognise and think of your brand when making a purchasing decision.

Understanding Mental Availability

Mental availability goes beyond simple brand awareness; it encompasses a deeper and broader range of brand perceptions and associations that influence consumer behaviour. At Fluid, we specialise in distinctive brand asset research and creation, helping brands develop unique visual elements that elevate their presence and differentiate them from the competition.

Mental availability is the concept that encapsulates a brand’s ability to connect with consumers during crucial decision-making moments. As confirmed in research by the Ad Council of Australia, it is “a measure of the breadth and depth of perceptions of a brand.” In other words, it’s about the mental hooks a brand creates in consumers’ minds that build brand recognition and awareness, making it more likely to be noticed and chosen when they are ready to purchase. According to research by the Ehrenberg-Bass Institute, a product must be physically and mentally available for a consumer to choose it over others. Distinctive brand assets—such as logos, colours, and characters—are the tools brands use to create these mental connections, ensuring they remain easily recalled in purchasing situations.

Competitor Analysis Using Fame/Uniqueness Grid

At Fluid, we use the Fame/Uniqueness Grid to evaluate how distinctive your brand is compared to its competitors. This tool, part of Jenni Romaniuk’s research from the Ehrenberg-Bass Institute, measures two key factors:

  1. Fame: How well-known and recognized a brand asset is.
  2. Uniqueness: How differentiated a brand asset is from competitors.

Through this analysis, we identify where your brand’s visual and auditory assets stand compared to your competition. This helps pinpoint which elements of your brand are memorable and which need enhancement to ensure they resonate with your target audience. Our research-driven approach allows us to optimise your distinctive brand assets, improving your brand’s mental availability and helping it stand out in crowded markets.

Crafting New Distinctive Brand Assets

Crafting distinctive brand assets is a vital part of establishing a strong visual language for your brand. At Fluid, we take a creative and strategic approach to develop assets that:

During the creative process, we work with territory boards to explore different thematic directions for your brand. We then refine these directions through sketches and mockups, ensuring that the assets align with your brand’s core identity while also standing out in the market. This method allows us to craft distinctive visual cues that can be easily remembered and associated with your brand.

Proven Success Stories: Distinctive Brand Assets

Over the years, Fluid has created some of the most iconic distinctive brand assets for leading companies across various industries. Some examples include:

  • The Great Northern Jumping Sailfish: This logo became synonymous with Great Northern’s call to adventure, perfectly aligning with the brand’s positioning as a beer for outdoor enthusiasts. Its distinctiveness makes it stand out in a saturated beer market.
  • The Gen U Smile: A symbol of positivity and inclusivity, this brand asset became central to the GenU brand, symbolizing support and community. Its playful and approachable design has made it a memorable part of the brand’s identity.
  • Better Beer Sunset: This distinctive visual element represents relaxation and enjoyment, aligning with Better Beer’s brand narrative of easy-going refreshment. The sunset imagery has become a central asset, making the brand easily recognisable across various marketing touchpoints.
Creating a Consistent Visual Language

Once the distinctive brand assets are crafted, it’s essential to apply them consistently across all brand touchpoints. Fluid specializes in ensuring that the visual language—from packaging and advertising to digital platforms—remains cohesive yet flexible enough to adapt to different contexts. Consistency helps reinforce the brand’s identity, making it easier for consumers to recognize and remember the brand in multiple environments.

The Fluid Process: From Research to Execution
  1. Distinctive Brand Asset Research: We begin by analysing the competitive landscape using the Fame/Uniqueness Grid to assess how well-known and differentiated your current assets are.
  2. Territory Boards and Concept Development: We create territory boards to explore various directions for your brand’s visual identity, ensuring alignment with your brand strategy.
  3. Crafting Distinctive Assets: Our creative team works through sketches, mockups, and iterations to develop visual elements that resonate with your target audience. We aim to create assets that stand the test of time and strengthen your brand’s mental availability.
  4. Testing and Refining: Fluid integrates consumer feedback to refine the assets, ensuring they are both memorable and aligned with market trends.
  5. Consistent Application: We ensure that the distinctive brand assets are consistently applied across all platforms, reinforcing the brand’s positioning and driving brand recognition.

At Fluid, we understand the critical role that distinctive brand assets play in driving brand recognition and mental availability. By combining scientific research with creative design, we help brands craft unique and memorable assets that resonate with consumers and set them apart from the competition. Let Fluid help you create a powerful brand identity that not only stands out but forges lasting connections with your audience. Contact us today to get started.

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy

© Fluid 2001-2024. Fluid is a registered trademark of Fluid Group Pty Ltd. Terms of use. Privacy policy