Brand Collateral is the collection of media used to promote the brand and support the sales and marketing of a product or service. It's the tangible evidence of the brand, designed congruent with the brand's core values and personality.
These marketing aids are intended to make the sales effort easier and more effective.
Typical collateral materials include:
- business cards
- printed & digital brochures
- printed & digital newsletters
- facebook splash pages
- point of sale
- direct mail
- vehicle livery
- display, exhibition stands & graphics, signage
- branded powerpoint, keynote presentations
- movies, video, showreels etc.
All of these items and more are designed with a specific objective in mind. They are the tactical material of your brand strategy.
The collateral of your brand is often the first impression of your product or service and first impressions really count.
A poorly executed design can do as much damage as a great professionally designed solution can do to enhance the perceived value of your offering and increases your sales.