What is brand collateral? Put simply, your brand is a blank canvas, and the colors you decide to use for it come from the materials that support it.
Are you prepared to dive in? Read on…
You know as a business owner that in today’s competitive market, having a strong online presence is critical to success. It comprises utilizing social media sites, building a website with good design, and engaging in other digital marketing campaigns. These things are important, but you should not concentrate only on them. Brand collateral is an additional crucial component that is frequently overlooked.
All companies require brand material, but startups require it more than anyone. Why? because it distinguishes your company from the competitors and helps it project the image you desire.
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In this blog post, we will discuss the importance of brand collateral as well as how to create a new strategy or improve an existing one.
What is brand collateral?
Brand collateral is the whole set of tangible and digital assets that symbolize and bolster a company’s brand. It aims to provide customers and other stakeholders with a consistent experience while bolstering the brand strategy.
A crucial element in producing effective brand materials
- A signature
- A brand style guide for flyers, brochures, and stationery (envelopes, business cards, and letterhead)
- website design / social media graphics
- Product packaging
Each and every resource you have for your brand strengthens its identity. It ensures that your brand is upheld throughout all media.
Although the majority of organizations possess a fundamental grasp of brand collateral, they often struggle to design or assemble a cohesive set of elements. It could be due to a variety of factors, such as insufficient funds, unclear branding objectives, or simply not knowing where to start.
It is essential to go over all of the branding components that a new business will require before developing them. It will help to give your business a cohesive overall look that is unique to you as the owner.
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The importance of brand collateral is explained by five factors.
- Constant brand representation
Customers interact with your brand in a number of ways, such when they visit your website or read an advertisement. When you keep your brand consistent across all platforms, customers will recognize and remember you with ease. It also promotes trust between the company and its customers.
Collateral such as flyers, standees, and content can help you stay in front of your customers when they are making a purchase.
- Creates a sophisticated brand identity
Which two companies immediately come to mind when you think about athletic footwear? Nike and Adidas are likely contenders.
Why is it the case, exactly? It is because of their strong brand. Their products are outstanding, and they do a great job with their logos and other graphic elements. Your brand will stand out from the competition if it conveys a polished image.
Maintaining consistency in your brand makes it easier for employees and clients who deal with it on a daily basis to recall!
- Describes the value proposition of a corporation.
Do you know what entices customers to choose one brand over another? That is the value proposition. It is a brief statement that emphasizes how your product or service is better than the competition’s.
For example, Dove asserts that their products are more than just beauty soap. It serves as a tool for recognizing true, natural beauty.
A value proposition cannot be effective unless it is memorable. Brand collateral helps a business convince consumers to choose its products or services by explaining what makes it unique and differentiating it from competitors. It also explains to clients why they should pick you over your competitors by using images that emphasize the benefits of using products or services at no additional cost (free shipping, for example).
- Brand-related collateral enhances the sales conversation
Different supporting materials fit right in with conversations about sales. A brochure might be sent to someone who makes inquiries about your company.
What would happen if someone inquired about your product’s specifications? You might mail them a flyer that has all the details and attributes of your products.
You do not have to spend a lot of time repeating yourself when you interact meaningfully with potential clients thanks to brand material. Distributing materials at each meeting shows that you are prepared and professional. It is a good way to engage with prospective customers in person or online through social media.
- Boost revenue and close more deals
Brand collateral needs continuous funding. It is an ongoing process that builds revenue and increases your brand equity over time. You can persuade clients to pick you over competitors by providing them with better products and services. Over time, it will increase ROI and help close more business!
For instance, a potential customer want to purchase shoes online. They discovered two stores: one had a complete lack of product information, while the other featured comprehensive product information along with branded photos right on the website. Which one would they decide upon? Of course, it is the second one! In the same way, if you have invested in high-quality collateral for your firm, it will positively represent your brand and help you close more deals.
Final Words
Brand collateral is a crucial part of any branding strategy. Your brand collateral needs to be properly and thoughtfully developed in order to engage people at every stage of their path toward becoming committed fans (or advocates) who praise the benefits of your company.
If you want to improve your whole branding strategy or if you need assistance creating brand assets, get in contact with Litmus Branding right now! We are a premier corporate branding agency that can help your business expand.