Brand Collateral and its importance

Kapil Vaishnani
by Kapil Vaishnani  |  14th Feb, 2022 in Branding

What is brand collateral? To put it very simply, your brand is a blank canvas and the colours you put on it come from its collateral.
Want to dive deep? Read on…

As a business owner, you understand that to be successful in today’s competitive times, you need to have a strong online presence. It means having a professional website design, utilising social media services, and engaging in other digital marketing activities. While these things are vital, they should not be your only emphasis. Brand collateral is another key aspect that is frequently overlooked.
Brand collateral is important to any business, especially a brand new business. Why? Because it helps to create the image for your company and enables you to stand out from other companies in your industry.
In this blog post will discuss the importance of brand collateral and how to create or improve your existing brand collateral strategy.

What is brand collateral?

Brand collateral is a comprehensive collection of physical and digital assets representing and supporting a company’s brand. It aims to provide a consistent experience for customers and other stakeholders and reinforce the brand strategy.

A key making effective brand collateral

  • A logo
  • A brand style guide
  • Stationery (letterhead, business cards, envelopes)
  • Brochures and flyers
  • Website design
  • Social media graphics
  • Product packaging

brand collateral items

Each item in your brand collateral helps to support your brand identity. It ensures that you’re represented consistently across all channels.

While many companies have a general understanding of brand collateral, they often struggle with creating or assembling an effective set of components. It can be due to several factors, such as lack of resources, unclear branding objectives, or simply not knowing where to start.

When creating a new business, it’s important to consider the different elements you need for branding purposes before designing them. It will help create an overall cohesive look and feel for your company, unique to who you are as a business owner.

Recommended: 9 Indispensible factors to consider before starting a business

5 Reasons why brand collateral is important

1. Consistent representation of the brand

Customers interact with your brand in various ways, from visiting your website to reading an advertisement. By creating consistent branding across all channels, customers will recognise and remember you easily. It also helps build trust between customers and the company.

Collaterals like content, flyers, or standees can help connect with your customers throughout the customer buying journey.

2. Creates a professional brand image

When you think of sports shoes, which are the first two brands that come to mind? Nike and Adidas are most likely.

Why is that? It’s because they have a strong brand. Their logos and other elements are well-designed, and their products are of great quality. Your brand will stand out from the crowd if it has a professional image.

Brand consistency creates an identity for your company in the minds of customers and employees who work with you every day!

3. Communicates value proposition of a business

Do you know what tempts people from choosing one brand over the other? It’s the value proposition. It is a brief statement that explains how your product or service is different and better than what your competitor offers.

For example, a brand like Dove states that it is not simply only a beauty soap. It is a tool for embracing natural and real beauty.

The key to a powerful value proposition is making it memorable. The brand collateral of a business communicates what makes it unique, differentiates you from competitors, and conveys why people should choose your products or services. It also explains why consumers should purchase from you rather than your competitors by employing images that demonstrate the benefits of using products or services at no additional cost (i.e., free shipping).

4. Brand collateral flows with the sales conversation

Different pieces of collateral flow perfectly with sales conversations. If someone asks, tell me about your company, you can simply send them a brochure.

What if someone inquires about your product specifications. You can send them a flyer detailing all the specs and features of your products.

Brand collateral helps you to have meaningful conversations with sales prospects without spending too much time explaining things over and over again. When you give out collateral, it also shows that you are professional and prepared for each meeting. It is an effective way to communicate with potential customers in person or online through social media channels.

return on investment

5. Close more deals and increase ROI

Brand collateral is not a one-time investment. It is an ongoing process that builds up your brand equity and increases sales over time. By providing high-quality products and services to consumers, you can show them why it is better to buy from you instead of your competitors. It will help close more deals and increase ROI in the long run!

For instance – A potential customer wishes to purchase shoes online. They discovered two stores: one with no product information and another with extensive product specs and branded graphics on the website itself. Which one would they pick? Of course, it’s the second one! The same is true for your company; if you have invested in high-quality collateral, it will reflect favorably on your brand and help you close more deals.

Final Thoughts

Brand collateral is an important part of any branding strategy. If your brand collateral has been designed well and thoughtfully, it will help connect people at every stage of their journey towards becoming loyal fans (or advocates) who sing praises for how great your brand is.

If you are looking for assistance with creating brand collateral or want to improve your overall branding strategy, contact us at Litmus Branding today! We are a leading corporate branding company that can help take your business to the next level.

Kapil Vaishnani

Founder, Litmus Branding
Who am I?
The name that was given to me and a few designations after that.

But here’s how I define this ‘who’:

-The one who is still unsuccessful in breaking the myth, “truth is only that which I have understood”.

-The one who finds joy in coming across the perfect ideas through बातचीत.

-The one who struggles to improve his net game on the tennis court.

-And the one who wants to ‘Just Be’.

-Just be present with full absence & be absent with full presence.

That’s who I am.

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