What is Marketing Collateral and Why You Need it for Your Business
Marketing Collateral is one of those things, that if you don’t know what it is, you probably mentally check out and don’t think about it again. But, if you’re ready to up-level your business and are looking into branding with a designer, chances are you’ve heard of Marketing Collateral and want to know more about what this is.
As a designer, this is a common question I get when I’m chatting with potential clients. So, this post is dedicated to answering that question, giving you examples of what it is, and explaining the importance of why you need this for your business.
Before we dive in, know that Marketing Collateral is interchangeable with Brand Collateral. They’re the same thing so if you hear someone say Brand Collateral, know that this list I’m about to share encompasses that too.
Ask yourself this:
Do you send your clients letters?
Do your employees wear company t-shirts?
Do you post to social media from a business page?
These are all examples of touch-points with potential clients and are ways to grow your brand. In the design world, we call these items Marketing Collateral.
In my signature service, the Master Branding Experience, I offer my clients their choice of two pieces of Marketing Collateral. They can choose anything that would find useful in their business. For some, it would be a printed postcard, for others, it’s Instagram graphics. Whatever works for YOU in YOUR business is what you should have your designer create for you.
Below I’m sharing some examples of how my clients have used marketing collateral in their own businesses. This list is not exhaustive, so if you have something you need but don’t see it here, don’t fret. Reach out and let me know and I would love to support you with what you need for your business.
Here are some examples of Marketing Collateral in action:
Social Media Marketing Collateral
FACEBOOK COVER
Yes to Rest
A Facebook cover may seem self-explanatory, but it’s truly such a fast way to establish credibility and professionalism. When someone goes to your Facebook and sees a high-resolution graphic that’s branded to your business it gives the viewer reason to be interested in what you and your business are about.
INSTAGRAM GRAPHICS
Minimal and Well
Instagram has always been a visual platform, that’s why if you market on Instagram, a sure way to gain attention with your service is having a feed that’s engaging, helpful, and beautiful. I love helping my clients’ by making their feeds more professional.
ETSY BANNER
LVL Pottery
Similar to a Facebook cover, having a well-designed Etsy banner is a fast way to establish credibility, professionalism, and competence. Especially in a saturated industry, a sure way to stand out is having a brand that speaks for you.
Print Collateral Designs
BUSINESS CARDS / PRINT PIECE
By Rebecca Noe
One of the most common types of marketing collateral is Business Cards. Sometimes people wonder if business cards are still a thing, and I say YES! Handing out a well designed, professional card can really make people take notice and recognize that your business is professional and will deliver quality. I had a client who made a sale after handing someone her business card, so it happens.
INFORMATIONAL POSTCARD / PRINT PIECE
Jen Nobo
Sometimes a business is throwing an event or hosting an online summit, and they need professional print pieces that convey their information in an appealing and engaging way. And that’s what I love helping my clients do with print collateral.
T-SHIRT DESIGN
KC Smart Girls
Your brand extends beyond your screen and can go into products as well. T-shirt designs can be for your online shop or an employee dress code. Either way, I love building brands that go beyond digital outlets and into the real world with tangible items.
THANK YOU CARD DESIGN / FOLDED A6 CARD, BLANK INSIDE
LVL Pottery
Creating a Thank You Card for your company is a beautiful and thoughtful addition to any business. In this example, the Thank You card is almost a piece of art in itself and flows with the brand beautifully. Any time a customer or client receives a unique thank you card from your business they know that you’re thoughtful, caring, and uber professional.
LETTERHEAD DESIGN (8.5 X 11)
Yes to Rest
Many conventional businesses have letterheads. This is where your logo is at the top of your standard-size 8.5 x 11 paper and you can write and send letters to clients and customers. Letterheads are perfect for traditional businesses and brick and mortar shop owners.
STAMP / STICKER DESIGN
By Rebecca Noe and Yes to Rest
Stamp and sticker designs is one of the most popular collateral items because you can use it for so many things. Not only is it great to have digitally, when you print stickers and can use them when you ship items, it really takes your branding up a notch.
POSTCARD DESIGN (5 X 7”)
KC Smart Girls
Postcard designs are terrific for sharing about your business with interested people. You can have either a blank postcard, or share information like this example here.
RACK CARD / PRINT PIECE (3.67” X 8.5”)
By Rebecca Noe
Similar to the postcard, a rack card is simply a different sized printed item. In this example, the rack card was placed in a boutique with my client’s jewelry so people could take one and learn more about her and her business.
Marketing Collateral is any touchpoint you have with your client, so I’m always open to suggestions of what could benefit my client’s business the most. This is just a starting point for all the things you can do with your marketing collateral!
What pieces of marketing collateral do you currently use?
What items would be most valuable to your business?
