In today’s
competitive landscape, you have to convey your brand’s identity quickly and
clearly. Sure, new platforms like social media are great. But your brand’s
voice is truly defined through various types of marketing collateral.
We’re living in an era where consumers value individuality and style; not just their own, but the brands to which they become loyal. That style comes through learning about what’s important to a particular brand, such as how they got started, what causes they support, etc. These days, your brand has to stand for something...even if it’s simply conveying that you believe in yourself.
Therefore, consistent and unique marketing collateral is essential. And if you’re unfamiliar with the term, “marketing collateral” has historically been your printed materials -- business cards, letterhead, sales sheets, presentation pieces, folders, posters, signs, visual aids, etc.
However, the definition of marketing collateral is quickly expanding beyond what it used to mean.
Gone are the days when you could get away with a plain business card and regular old letterhead. If you hand someone a plain and style-less card, you’re conveying a message that you don’t care enough to define yourself, like showing up to an important investor meeting in shorts and a white t-shirt.
So in a business climate where your value gets conveyed through self definition, you and your company become irrelevant...and fast.
Just like trends and values have evolved, so has marketing collateral. Instead of plain ol’ business cards, you can print your name and info on hundreds of different substrates; plastic, metal, square, circle, big, small, thick, thin and tons more.
And instead of name and phone number, what you include on your marketing collateral has changed too. Your social profiles are sometimes even more relevant than your website...especially if that’s where you conduct most of your interaction and business with your audience.
Sometimes marketing collateral also can bridge the gap between printed and digital information. For example, QR codes have been around for years now, and are still used and relevant. However, Augmented Reality is creating incredible new hybrid opportunities. Now, you can send your prospects and customers a sales sheet or postcard, have them download an app, then use their smartphone to watch a video presentation that plays into the elements on the printed page, all at the same time.
