Types of Brand Collateral
Brand collateral comes in many forms, from tangible to intangible. As our platforms and preferences change, so do opportunities for new avenues of communication. Here are are quick few examples:
- Stationery (business cards, newsletters, envelopes and notepads)
- Digital (social banners, animated content, websites, display advertising, eNewsletters)
- Publication (press ads, magazines, editorial, reports)
- Print (brochures, flyers, posters, mailers)
- Signage (wayfinding, external building, internal building and exhibition displays)
- Promotional (POS, pens, banners, tote bags, bottles)
- Presentations (powerpoints, showreels, video)
- Packaging
- Uniforms and IDs
- Vehicle livery
All items have specific functions and need to be designed with the audience in mind. It’s important to communicate your brand offering, whilst considering what information the receiver needs to know and what you want them to do. For example, a business card can be used as a leave behind and prompt so only requires topline information. On the other hand, a website contains in-depth information, specific journeys, and the ability for the user to conduct multiple actions.
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Why You Need Brand Collateral
Unless your business solely runs on word-of-mouth, you likely need to perform advertising or promotional activity. Here is a list of 5 reasons why you need to think about your brand collateral:
1. First impressions count
It only takes 0.05 seconds for people to form an opinion about your brand [Bways, 2019]. In this digital age, your website is often the first interaction a potential client will have. How you present yourself will determine how professional, viable and suited you are to the user. Humans are emotional and intelligent, and depending on the purchase, will apply decision-making strategies based on visual and written cues.
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2. Growth means sales
We all know you have to spend money to make money. Brand collateral is an investment in reaching your audiences, and letting them know you’re the right choice. Brands can hold significant places in consumers’ minds and even become part of their identities. So it’s important you are communicating to the highest quality to stake a position in their busy lives. 81% of consumers said they need to be able to trust the brand they buy from [Edelamn, 2019].
3. Tell your story
You know how great your offering is, but how do you tell others? Crafting your skills and experience into a story that resonates with people is an art. You may offer products or services, but how and why you do that is generally a more compelling narrative. 64% of consumers would buy from a brand or boycott it solely on it’s opinion on social or political issues [Edelamn, 2019]The format your message comes in makes a difference, as we see video exploding as an effective storytelling format in the digital landscape.
4. Holistic solutions
Advertising campaigns are much more than television ads, billboards or spots in the newspaper. Today, campaigns can be intricate networks that consider messaging funnels, user journeys and multiple touchpoints. Consistent presentation of a brand has seen to increase revenue by as much as 33% [Lucid Press, 2019]. Having a range of brand collateral allows you to become embedded in your consumers’ lives and enables them to interact with you.
5. Maintain Brand Awareness
In a competitive economy, it’s important to stay front of mind. This means keeping your communications relevant, but also continually working to produce quality and meaningful content. Continued efforts also give the opportunity for a deeper understanding of your brand and increased brand loyalty.
Why do I need brand collateral? Conclusion
From packaging and print to digital design and video, Brand Collateral is about getting your brand noticed and strengthening the bond between company and client – putting truly memorable collateral in the hands of your customers. These assets communicate why potential and existing clients should choose your product or service above any other. It’s important that your collateral matches the standard of business, and communicates effectively and consistently through verbal and visual design. If you want to talk about your brand collateral get in contact with Fellow using the information below.
