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What order should you build your marketing assets?

Updated: Oct 23, 2023

Building out marketing assets is essential for startups as they establish their business. However, investing time and resources into developing high-quality marketing assets is daunting. This blog will walk you through the steps.

Marketing assets have a distinct lifecycle.
Marketing Asset Lifecycle

Importance of building out marketing assets

Marketing assets are any items that an organization uses to educate people about and promote its products, services, or brand. These assets can be physical, like brochures, or digital, such as web content. A company's mission, marketing strategy and target audience help determine what assets are most effective.

1. Brand Establishment

Marketing assets help startups establish their brand identity and presence in the market. A strong brand creates differentiation and recognition, helping your startup stand out from competitors. Consistent branding across assets builds trust and credibility among your target audience.

2. Professionalism and legitimacy

Well-developed marketing assets give your startup a professional and polished image. They convey that you are a legitimate and serious business, which can be especially important for gaining the trust of potential customers, investors, and partners.

3. Effective communication

Marketing assets provide a means to effectively communicate your value proposition, product offerings, and key messages to your target audience. With assets like websites, brochures, and social media profiles, you can clearly convey the benefits and unique selling points of your products or services.

4. Customer engagement

Engaging marketing assets capture the attention of your target audience and encourage them to interact with your startup. Compelling visuals, well-crafted copy, and interactive elements create an immersive experience that sparks interest and encourages action, such as making a purchase or signing up for a newsletter.

5. Consistency and scalability

Marketing assets ensure consistency across different marketing channels and touchpoints. They allow you to maintain a cohesive brand image and message across platforms, whether it's your website, social media profiles, email campaigns, or offline materials. This consistency helps build brand recognition and strengthens your overall marketing efforts.

6. Scalability and efficiency

Once marketing assets are created, they can be reused and repurposed, saving time and effort in the long run. For example, a well-designed brand logo can be utilized on various materials, from business cards to social media banners. This scalability and efficiency enable startups to streamline their marketing processes and allocate resources effectively.

7. Competitive advantage

In a competitive market, having well-developed marketing assets gives your startup an advantage. It allows you to communicate your unique value and differentiate yourself from competitors. A strong brand presence and compelling assets help you capture attention, generate leads, and convert them into customers.

Marketing asset order of completion

When it comes to marketing assets, the order of completion may vary depending on the specific needs and goals of a startup. Remember, marketing is an ongoing process, and it's important to continuously evaluate and adjust your strategies based on the results and feedback you receive. Experiment with different marketing channels and tactics to find what works best for your startup and be open to learning and adapting along the way.

1. Define your target audience.

Before creating any marketing assets, it's important to have a clear understanding of your target audience. Determine who your ideal customers are, their demographics, interests, and pain points. This information will help you tailor your marketing assets to effectively reach and engage your target audience.

2. Branding and messaging

Establish a strong brand identity and messaging that aligns with your target audience and business objectives. Develop a logo, choose brand colors and fonts, and create a brand style guide. Your messaging should clearly communicate your value proposition and unique selling points.

3. Website

Build a professional and user-friendly website that reflects your brand and provides essential information about your startup. Include sections such as an about page, product or service descriptions, contact information, and testimonials. Optimize your website for search engines (SEO) and make sure it is responsive and mobile-friendly.

4. Content marketing

Start creating valuable and relevant content to attract and engage your target audience. This could include blog posts, articles, videos, infographics, or podcasts. Develop a content strategy that focuses on addressing your audience's pain points and providing solutions. Use your content to establish your startup as a thought leader in your industry.

5. Social media presence

Establish a presence on social media platforms that are most relevant to your target audience. Create profiles and regularly share engaging content, updates, and promotions. Leverage social media to build a community, interact with your audience, and drive traffic to your website.

6. Networking and partnerships

Attend industry events, conferences, and meetups to network with potential customers, partners, and influencers. Seek opportunities for collaborations and partnerships that can help expand your reach and credibility. Utilize referral programs to encourage your existing customers to refer your startup to others.

6. Email marketing

Build an email list by offering valuable content or incentives in exchange for email addresses. Develop an email marketing strategy to nurture leads, provide updates, and promote your products or services. Create visually appealing and personalized email templates that align with your branding.

7. Advertising campaigns

Find businesses that have the same target demographic with non-competitive products. This increases connections, ‘organic’ growth, and opportunities for cross-promotion, and can help pass positive brand attributions to your business.

8. Marketing collateral

Develop additional marketing collateral such as brochures, flyers, business cards, and presentations that support your overall marketing efforts. These assets can be used for networking events, conferences, sales meetings, or direct mail campaigns.

Remember, the order provided is a general guideline, and the specific needs and goals of your startup may require adjustments. It's crucial to continuously monitor and analyze the performance of your marketing assets and adjust your strategies accordingly to optimize results.


Overall, building out marketing assets is essential for startups as they establish their brand, communicate effectively with their target audience, create engagement, and gain a competitive edge. Investing time and resources into developing high-quality marketing assets is a strategic move that can yield long-term benefits for the growth and success of your startup.


Kasm specializes in marketing for startups. If you are interested in working with Kasm, please fill out the contact form below for a free consultation.


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