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If you’re a B2B marketer, you understand the role a solid content marketing program plays in your overall business strategy. 

But one does not just … start marketing … without a robust foundation of branded assets that work together to define your business and deepen your differentiators. 

Core brand assets (CBAs) are the cornerstone of your brand identity. There’s a difference between CBAs  and what we’ll call “steady-state marketing content.” Steady state marketing content is always flowing, and changes based on campaigns and initiatives. CBAs, on the other hand, are your brand’s fundamental visual and messaging elements that remain consistent over time. These assets include:

• Logo 
• Tagline
• Typography
• Color Palette
• Imagery
• Tone of Voice
• Website

It’s also important to note that core brand collateral (stationery, brochures, presentations, sales sheets and other documents containing visual assets and content) can be (but aren’t always) included in your CBAs. 

Core Brand Assets are Evergreen

CBAs should remain consistent over time because they are what your customers recognize and associate with your brand. They provide a solid foundation for developing marketing content, ensuring your messaging is coherent and instantly recognizable. Yes, they may evolve as your brand does, but for the most part should remain consistent in general, everyday use.

Core Brand Assets are Versatile

Here are some real-world instances of how CBAs can be used:

• Letterhead, envelopes and business cards featuring your logo and brand colors
• A PowerPoint presentation template with your brand fonts, colors and imagery
• Printed sales sheets with your tagline, brand colors and stock photos
• A solutions brochure that uses branded fonts, colors, imagery and messaging