BRAND ASSETS LIBRARY
A Brand Assets Library is like the holy grail of brand consistency. It is a collection of files and documents (sometimes also referred to as Brand Guidance Kits), where all the creative assets are stored and organized for easy access. These files are typically used by designers, marketers, and content creators to ensure your brand’s consistency across all touchpoints and speed up their creative process.
While Brand Guidelines provide instructions on how to use the brand’s assets, the Brand Guidance Kits include tools and templates that help different creators execute those guidelines.
7 THINGS THIS LIBRARY WILL IMPROVE FOR YOU
- It will help you consistently present your company across all of its appearances
- It will delegate creative projects to outsiders without risking losing brand uniformity
- It will speed up writing emails and other documents that reflect your brand’s identity
- It will help to create unified social media content quickly
- It will help to build custom GPTs (Generative Pretrained Transformers) or bots that work, because you can now train them on your brand properly
- It will generate more sales because your messaging will address your target audience (instead of sounding like everyone else’s)
- Having your company statements, offer descriptions, and presentation templates ready will speed up your preparations for interviews or partnership meetings.
Brand Assets Library FILES
This list depends on your company. There is a different need for a manufacturing business with a line of products versus a consulting company. Below is a list of possible Brand Assets Library files a company could use. Review it and choose what applies to your brand.
Core Brand Elements
These are foundational pieces that define your brand’s purpose and personality.
1. Mission Statement
- Long and short versions, and information on when to use them.
2. Brand Vision
- A forward-looking statement that captures what your brand hopes to achieve in the future.
3. Brand Values and Guiding Principles
- 3–5 core values that define brand identity and guide its behaviour
- Adjectives that describe your brand’s behaviour (e.g., warm, playful, trustworthy).
4. Brand Personality / Tone of Voice
- Tone of voice for writing style: formal/informal, fun/professional, etc.
- Examples of dos and don’ts in copywriting.
5. Key Messages
- Taglines, quotes, and brand story.
6. Customer’s avatar
- Demographics and descriptions of the target audience.
Visual Identity Elements
These assets ensure your visual presence is cohesive.
1. Logos
- Primary logo
- Secondary logo (horizontal or vertical versions)
- Wordmark
- An icon or favicon (the tiny version of a logo used in a browser’s address bar or next to the site name in a bookmark list).
- Usage rules (minimum size, spacing, background restrictions)
- File types: PNG, SVG, EPS, PDF, JPG
2. Color Palette
- Primary and secondary colors (with HEX, RGB, CMYK codes)
- Accent and neutral colors
- Color usage rules (background vs. text, combinations, accessibility)
3. Typography
- Font families for headings, body, and accents
- Web-safe alternatives
- Downloadable font files with license info
- Hierarchy and usage rules (e.g., H1: Montserrat Bold 36pt)
4. Imagery Style
- Brand photography style guide (lighting, mood, subject matter)
- Brand-approved photography, lifestyle shots, and product images.
5. Graphic Elements
- Custom brand graphics and illustration
- Custom icons, shapes, frames, lines, or design flourishes
- Branded background patterns or textures (e.g., wicker, watercolor)
- Buttons or UI elements for digital use
Marketing Assets
These support everyday marketing and content creation.
1. Social Media Assets
- Profile pictures and cover photos
- Social media post templates (static and animated)
- Story backgrounds and highlight covers
- Hashtag and emoji guidelines
2. Templates for Email Marketing Materials
- Branded email header images
- Newsletter template designs
- Signature block designs
3. Templates for Print Assets
- Business cards
- Flyers, postcards
- Brochures
- Posters and signage
4. Videos and Motion Graphics Content
- Video intros and exits
- Slideshow animations
- Audio files: tone of voice, sound bites, and jingles.
5. Merch and Packaging Assets
- Label templates
- Branded packaging (bags, boxes, stickers)
- Apparel mockups (t-shirts, hats)
6. Trade Shows and Presentations
- Booth layouts, posters, and banners
- Handouts and promotional materials
- Templates for slides with message guidelines and branded graphics
- Press release templates
Office Templates and Files
Make repeatable daily tasks and presence easy and on-brand.
1. Document Templates
- Letterhead
- Stationery like invitations, thank you cards, or holiday cards
- Templates for proposals and invoices
- Style sheets for menus, owners’ manuals, and other publications.
2. Physical Locations Templates
- Storefronts and aisle signs
- Door signs
- Name tags
ADD YOUR OWN...
However detailed I was trying to make this list, I’m sure eventually you’ll come up with a style sheet or template specific to your company that you will add to it. Go for it! It may be the important element of your brand that will showcase its uniqueness.
Nevertheless, if you find my list helpful and you wish to keep one in your drawer or use it as a template, there is a PDF file that you can download:
CREATIVE IDEAS LIBRARY
There is one more important part of the creative assets library I did not mention so far: a work-in-progress area – the Creative Ideas Library.
It is a collection of unapproved, experimental, or in-progress branding ideas. It’s a space for brainstorming and concept development, where ideas are stored and refined. Therefore, these files have to be separate, not to mix with all that is already approved.
This library might include:
- Design concepts that are being tested (new logo designs, color variations, typography experiments)
- Tagline or messaging ideas that haven’t been finalized
- Campaign concepts or mockups for future projects
- Mood boards or inspiration for upcoming branding directions
- Sketches or prototypes of potential assets (like illustrations or packaging designs)
- Alternate versions of existing brand elements that are being considered for updates or rebranding
While the Brand Guidelines and Brand Assets Library define the current brand identity, the Creative Ideas Library explores potential future directions or alternative approaches that haven’t been officially adopted yet.
It’s like the sandbox where ideas are played with, experimented on, and refined before being considered for the official brand materials.
The Brand You Sparked. Keep it Bright.
You’ve made it through the memos, and now you have a brand with a clearer voice, stronger visuals, and a more intentional foundation.
But here’s the thing about branding: it’s not a one-time project. It’s a long-term relationship. Let these final suggestions be your reminder to stay consistent, stay curious, and stay connected to why you started.
1. Protect your brand from “shiny object” syndrome
New design trends will always pop up. You might be tempted to switch things up just to “keep it fresh.” A new color here, a different typeface there, a completely new tone on social media… it happens. But with every change, your brand risks losing consistency.
You need consistency to be recognized and remembered.
2. Refresh your visuals without losing consistency
Your brand isn’t a trap—it’s a creative framework. Let it support you, not limit you. Yes, brands can evolve—but thoughtfully. Maybe you want to update your product labels, rework your website, or introduce a new service. That’s all part of growing. The key is to refresh, not reinvent. Before making changes, ask yourself:
- Does this align with our brand’s mission, voice, and values?
- Are we still using matching visual assets (colors, fonts, imagery)?
- Will our audience still recognize us?
A smart brand refresh enhances recognition—it doesn’t erase it.
3. Make sure the brand guidelines work for you.
Guidelines and style guides only help if they’re actually used. Keep your Brand Assets Library accessible, updated, and share it with anyone who touches your brand, whether it’s a new intern, a freelancer, or even yourself three months from now.
Expect everyone to follow your templates and guidelines consistently.
4. Use feedback to grow your brand wisely.
Your audience is always giving you clues through reviews, questions, comments, or even silence. Pay attention. Feedback can help you:
- Adjust your messaging for clarity
- Discover new ways to serve your audience
- Reinforce what’s already working
Just be careful not to pivot every time someone shares an opinion. Feedback is data, not direction. Let it guide your decisions, not control them.
Your brand will evolve—and that’s a good thing. The key is to grow with purpose and stay grounded in the clarity you’ve built.