If you invested time and/or money into creating a beautiful brand, don't you want to use it? I often see business owners who have a great logo and brand style developed but don't take it a step further into developing strong collateral items too. But branded collateral can make all the difference when promoting your products or services to potential customers and clients. There are so many things involved with branding your business that it is easy for this to get overlooked, but part of the reason I include 4 collateral items with my branding package is because it is so important to extend your brand all the way through every aspect of your business.
What exactly is branded collateral?
Brand collateral can also be referred to as stationery, promo materials, or print materials. But the bottom line is that you'll probably need some form of print material for your business and keeping it branded is essential for maintaining a cohesive brand. The most common collateral item is a business card but other items also include note cards, order inserts, product packaging, client gifts, pricing guides, look books, ebooks, and email marketing pieces, just to name a few. I have worked with a variety of businesses and created a different set of collateral for each of them based on their specific needs. You may not need all of these for your business, but finding those key pieces for your business and making them spot on can make a huge difference in how your business is presented to others.
How it can help your business
If you are handing out materials to potential customers or clients, whether it be physical or digital, it is essential for it to be a good representation of your brand. Having branded collateral gives your business a more professional appearance. It extends your brand to every element and touch point of your business and creates a cohesive look and feel for your brand. It helps to maintain your message and brand and can give your audience the best impression of your business as possible. This is your chance to showcase your work. It is something that your potential customers and clients will hold on to and remember you by. If you aren't proud of what you're handing to them, it won't be received well. Branded collateral can make all the difference in your brand because it is that finishing touch to polish off your business and take it to the next level.
What do your branded collateral pieces say about your business? Does it make a good impression of your brand? It is worth it to take the time to develop this part of your brand just as much as the rest of it. Like I always say, branding is made up of all the pieces of the puzzle and they have the fit together to work right.
Do you have branded collateral for your business? How has it helped your business?
PS: If you liked this post, you might also like Why every business needs a website.