What is brand collateral?
Brand collateral is a comprehensive collection of physical and digital assets representing and supporting a company’s brand. It aims to provide a consistent experience for customers and other stakeholders and reinforce the brand strategy.A key to making effective brand collateral
- A logo
- A brand style guide
- Stationery (letterhead, business cards, envelopes).
- Brochures and flyers.
- Website design.
- Social media graphics.
- Product packaging.
5 Reasons Why Brand Collateral Is Important
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Consistent representation of the brand:
Customers interact with your brand in various ways, from visiting your website to reading an advertisement. By creating consistent branding across all channels, customers will recognise and remember you easily. It also helps build trust between customers and the company. Collaterals like content, flyers, or standees can help connect with your customers throughout the customer buying journey. -
Creates a professional brand image:
When you think of sports shoes, which are the first two brands that come to mind? Nike and Adidas are most likely. Why is that? It’s because they have a strong brand. Their logos and other elements are well-designed, and their products are of great quality. Your brand will stand out from the crowd if it has a professional image. Brand consistency creates an identity for your company in the minds of customers and employees who work with you every day! -
Communicates the value proposition of a business:
Do you know what tempts people from choosing one brand over the other? It’s the value proposition. It is a brief statement that explains how your product or service is different and better than what your competitor offers. For example, a brand like Dove states that it is not simply only a beauty soap. It is a tool for embracing natural and real beauty. The key to a powerful value proposition is making it memorable. The brand collateral of a business communicates what makes it unique, differentiates you from competitors, and conveys why people should choose your products or services. It also explains why consumers should purchase from you rather than your competitors by employing images that demonstrate the benefits of using products or services at no additional cost (i.e., free shipping). -
Brand collateral flows with the sales conversation:
Different pieces of collateral flow perfectly with sales conversations. If someone asks, tell me about your company, you can simply send them a brochure. What if someone inquires about your product specifications? You can send them a flyer detailing all the specs and features of your products. Brand collateral helps you to have meaningful conversations with sales prospects without spending too much time explaining things over and over again. When you give out collateral, it also shows that you are professional and prepared for each meeting. It is an effective way to communicate with potential customers in person or online through social media channels. -
Close more deals and increase ROI:
Brand collateral is not a one-time investment. It is an ongoing process that builds up your brand equity and increases sales over time. By providing high-quality products and services to consumers, you can show them why buying from you is better than your competitors. It will help close more deals and increase ROI in the long run! For instance, a potential customer may wish to purchase shoes online. They discovered two stores: one with no product information and another with extensive product specs and branded graphics on the website itself. Which one would they pick? Of course, it’s the second one! The same is true for your company; if you have invested in high-quality collateral, it will reflect favourably on your brand and help you close more deals.
