You want to get your brand out there. But there’s a lot of competition in the real world. To stand out, it’s important to have eye-catching marketing collateral to promote your business.
Customers are bombarded with content from every direction, so it’s crucial to deliver your message clearly and consistently. The right marketing collateral can make or break a first impression, which is why it’s essential to choose wisely. Here are five types of marketing collateral that every brand needs to succeed.
1. Branding Guide
Branding isn’t something you come up with in the moment. It needs to be consistent across all your marketing collateral to create a consistent brand image. Otherwise, how will people know it’s your business when they see your content!?
To make sure all your various marketing collateral maintains consistency, the first step is to create a branding guide.
A branding guide outlines the colors, logos, design style, voice, and anything else that creates a consistent brand image that you should use in your collateral. It’s basically a rulebook that informs all your content decisions.
Once you know what you want your brand to look and sound like to your customers, use that information to create the rest of your marketing collateral. Don’t make anything without consulting your branding guide!
2. Business Cards
Every professional needs business cards. If you bump into someone who could be a potential client or business partner, you better have your contact information on hand. It’s not very professional to add your number in their phone like you’re on a first date…
However, your business cards are a representation of you and your brand. So they need to look good! Luckily, there are thousands of free business card templates available on websites like PosterMyWall.
Simply find the template that best fits your brand, customize the design in the easy drag-and-drop editor, and you’re ready to print. It’s the easiest way to get professional business cards without needing professional design skills. And don’t forget to consult your branding guide as you design your business cards!
3. Brochures
There’s only so much information that fits on a business card. What if you want to give a bit more detail about your business? That’s where brochures come in!
Brochures are small pamphlets, typically bi-fold or tri-fold, that offer a high-level overview of your business offerings. They’re designed to be easy to hand out and easy for customers to read and understand quickly.
Just like your business cards, your brochures are a representation of your brand. They’re also typically one of the first pieces of content someone reads about your business. Not only do they need to be informative and well-written, but they also need to look good and follow your branding guidelines.
Brochures are perfect for sitting on countertops and handing out around town. Interested customers can grab one, learn about your business, and hopefully make a purchase down the road.
4. Social Media Graphics
Social media is one of the most powerful tools for building brand awareness and engaging with your audience. Social media graphics are an extension of your branding and should be designed to grab attention quickly in a crowded feed.
These graphics can include everything from promotional posts to holiday greetings, but each piece should reflect your brand’s identity. Make sure your logo is present, your fonts and colors are consistent, and the overall design ties back to your branding guide. Social media platforms like Instagram, Facebook, and LinkedIn are ideal places for these branded visuals to shine.
Whether it’s an announcement for a new product, a special discount, or simply an engaging post to boost visibility, your social media graphics should be designed to drive interest and interaction. The more eye-catching your posts are, the better chance you have of capturing the attention of your audience.
5. Website and Landing Pages
Just about everything is digital these days, and that includes businesses. According to research, 71% of businesses have a website. Websites are ideal for putting all the information about your business into one easy-to-find place. Whenever someone is curious about your business offerings, they can learn everything they could possibly want to know right on your website.
Beyond just giving customers a place to find information, your website can also help you generate new customers. Search engines like Google scour the internet to provide answers for user search queries. If you own a shoe store and someone types in “shoe store near me,” the search engine will look for shoe store websites in that user’s location. If you have a great website, the search engine will put your website front and center, giving you a better chance to make the sale.
More than 80% of shoppers say they research a business online before going into the store. If you don’t have a well-designed website, you’re missing out!
6. Email Newsletters
These are perfect for nurturing leads, informing your audience of new products or services, and keeping your business top-of-mind. With a consistent email strategy, you can engage customers and guide them through your sales funnel.
A well-crafted newsletter should not only include information but also a call-to-action (CTA) that drives readers back to your website or encourages them to engage further with your brand. Make sure your email newsletters align with your overall branding so they feel like a natural extension of your other marketing efforts.
7. Swag
Nobody can resist a good piece of swag. Whether it’s a stylish baseball cap or a logoed pen, whenever someone uses your swag, they’ll think of your company. And if they ever need a product or service that your business provides, they’re going to think of you!
These are some of the most popular branded swag items in 2024:
However, the more unique the swag, the more potential customers are going to want it! Think of some fun creative ideas for your branded swag like socks, patches, fanny packs, robes, or even some fun desk decorations to make your brand really stand out.
Once you have your swag, just hand it out! Everyone loves free stuff. And if your swag looks as good as it is functional, potential clients will remember your business for as long as they use the item — which is hopefully for a long time.
Grow Your Business with Great Marketing Collateral
In 2024, content is king. Every organization needs branded marketing collateral to stand out in the competitive business landscape. When you’re ready to rise above the pack, start by creating a branding guide to inform your designs.
Then create consistently branded marketing collateral like business cards, brochures, a website or landing page, and plenty of swag. The more places your brand shows up, the more customers you’re going to get!
