What Exactly Is Brand Collateral?
Brand collateral is the collection of materials that represent your brand, both online and offline. From business cards to social media graphics, it’s what keeps your brand consistent and recognizable across all the places your audience interacts with you.
In this article, we’ll cover what brand collateral is, why it’s important, and how it’s different from marketing collateral.
Brand Collateral vs. Marketing Collateral
Brand collateral puts your brand out into the world and makes sure it looks good. It includes everything from business cards to email signatures, materials that boost your brand’s visibility and make sure people see your brand the same way, every time they encounter it.
On the other hand, marketing collateral is all about driving sales and hitting those marketing goals. It’s what gets people excited about what you’re selling and gives them the info they need to make a decision. Think promotional flyers, product sell sheets, and specialized advertising materials.
The Bottom Line
Brand collateral builds your brand’s foundation, while marketing collateral helps you sell your products or services. Sure, they might have different jobs, but brand and marketing collateral are better together.
Your brand collateral sets the stage, creating a solid foundation for your brand. Then, your marketing collateral swoops in to engage and convert your audience. It’s like a one-two punch that keeps your brand looking good and selling even better, no matter what.
Why Brand Collateral Matters
Boosts Brand Recognition
Ever noticed how you can recognize your favorite brands from a mile away, just by their logo or colors? That’s the power of brand collateral. By using your logo, colors, and fonts consistently across all your materials, you make sure that people know who you are, no matter where they see you.
Supports Sales and Marketing
Your sales team is out there every day, working hard to close deals and bring in new business. Brand collateral gives them the tools they need to seal the deal, with branded presentations, product sheets, and more.
Keeps Things Consistent
Whether it’s online or in print, brand collateral makes sure your brand’s identity and message are crystal clear. From your website to your brochures, your brand should look and sound like you, every single time. And with brand collateral, you do just that.
Types of Brand Collateral
Here are the main types of brand collateral you need to know about:
Printed Materials
- Business Cards, Brochures, and Flyers – These are your traditional brand ambassadors, spreading the word about your brand in the real world. Whether it’s at a meeting, a conference, or just out and about, print collateral captures the essence of your brand in physical form.
Digital Materials
- Email Templates, Digital Brochures, Branded Social Media Graphics – In today’s digital age, having an online presence is incredibly important. These digital assets are crucial for making sure your brand looks good and stays consistent across the web.
Merchandise
- Branded Apparel and Stationery – Who doesn’t love free stuff? Branded merchandise is a great way to show off your brand, both inside and outside your company. Plus, it’s a constant reminder of your brand every time it’s used.
Packaging
- Custom Packaging – Ever bought something just because the packaging looked cool? Custom packaging is all about enhancing the customer experience and making sure your brand stands out, from the moment your customer receives their order.
Signage and Physical Displays
- In-store Graphics, Banners, and Trade Show Displays: Visual elements that attract attention in physical spaces are crucial for events and retail branding.
Creating Effective Brand Collateral
Creating effective brand collateral isn’t just about making things look good; it’s about building a brand identity that people can trust and rely on. Here’s how:
Consistency Is Key
Consistent brand collateral builds trust and recognition, making your brand look more professional and reliable. Use the same colors, logos, and fonts across all your materials. Give your brand a signature look that people will remember.
Design With Intention
Color influences emotion, typography shows off your personality, and imagery gets your message across in a flash. Make sure everything looks and feels like your brand, from top to bottom.
Craft Your Message Strategically
Make sure your collateral speaks the same language as your brand. Whether it’s the words you use or the materials you choose, everything should reflect your brand’s values.
Be Ready for Anything
Your collateral needs to be ready to go wherever your brand goes. Whether it’s a digital ad or a physical sign, make sure your brand looks good, no matter where it appears.
How to Keep Your Brand Collateral Fresh
As your company grows and the market changes, review and update your collateral to keep it looking sharp. That might mean giving your designs a modern makeover, tweaking your messaging to fit your new brand strategies, or ditching outdated digital tools for the latest and greatest tech.
Why You Need a Digital Asset Management (DAM) System
DAM systems keep all your digital assets organized, stored, and ready to go at a moment’s notice. No more hunting for the right file or wondering if you’re using the latest version. With a DAM system, everyone on your team has access to the most current and approved assets, making sure your brand looks good and stays consistent across all channels.
Feedback Is Your Friend
Your audience is the ultimate judge of your brand collateral. By listening to what they have to say and making informed adjustments, you can create collateral that resonates with them and keeps them coming back for more. Whether it’s through surveys, user testing, or engagement metrics, regularly checking in with your audience ensures your collateral stays practical and relevant.
What Are Some Companies With Great Brand Collateral?
Apple Inc.
From their sleek product packaging to their minimalist retail store design, everything Apple does conveys simplicity and innovation. When you’re unboxing a new iPhone or browsing their website, you’re greeted with consistent imagery and typography that captures Apple’s spirit of accessibility and elegance.
Starbucks
Starbucks knows how to use brand collateral to make customers feel at home. With their green aprons, themed store décor, and those seasonally designed cups, everything they do solidifies their presence and enhances their customers’ emotional connection with them.
What Apple and Starbucks Can Teach Us
- Keep Things Consistent – By maintaining a consistent brand experience across all their collateral, both Apple and Starbucks reinforce their brand identity and keep customers coming back for more.
- Align With Your Brand Values – Apple’s all about design excellence, while Starbucks is all about the customer experience. And they make sure their collateral reflects that. By choosing collateral that aligns with their brand values, they make sure every customer interaction is on-brand.
- Adaptability Is Everything – Starbucks’s holiday-themed cups are a perfect example of how adapting your collateral to fit the cultural context can boost engagement and relevance. So, don’t be afraid to shake things up and keep your collateral fresh and exciting!
Key Takeaways
Brand collateral is a must-have for any business serious about building a strong, recognizable brand. Your brand collateral is what makes you stand out, keeps customers coming back, and ensures every interaction with your brand is memorable.
Make sure your brand collateral is consistent, aligns with your brand’s values, and can adapt to changing market demands. And invest in high-quality brand collateral, too—it improves the customer experience and supports your long-term goals.
Ready to Make a Sweet Impression?
Is your brand making the right impression? At Creative Sweets, we know how powerful great brand collateral can be. We’re brand storytellers, and we know how to craft collateral that resonates with your audience and stands the test of time. If you’re ready to take your brand to the next level, reach out to us! Together, let’s make sure your brand leaves a lasting impression on your customers.