Brand Collateral is the collection of materials and media used to create awareness of and promote your business. It is strategically used to support your sales and marketing efforts, and is managed through your annual marketing calendar. It speaks for your brand, because it’s designed congruently with the brand’s core values and personality. These marketing tools are intended to make the sales effort easier and more effective by communicating your value proposition and brand promise.
All of these items and more are designed with a specific objective or strategy in mind. They make up the tactical material of your brand marketing toolkit that will be used to achieve your brand strategy. Your collateral materials are often the first impression prospective customers get of your product or service, and first impressions really count in a crowded marketplace. Poorly executed design of brand collateral can do as much damage as professionally designed solutions can do to enhance the perceived value of your offering and increase sales.