Brand collateral is a term that shifts in definition all the time. At its core, brand collateral is any item used to promote a brand. This leaves a large range for a nailed-down definition. There are many types of collateral and the list simply keeps growing during this new digital era. In the past, all collateral was physical and tangible. Today it can be tangible items or even concepts for digital “items.” Check out the different types of brand collateral items and learn more about their purpose and potential effects on consumer mindsets in this guide.
Stationery kit
A stationery kit is a set of custom items meant to represent your business and help you to conduct your business in a professional and consistent manner. Stationery kits typically include things such as business cards, letterhead, and envelopes. The best way to go about getting stationery kits for your brand is by designing a memorable logo and including that and your business’s name on each individual item within these kits. These are items you’ll use to communicate with your consumer base.
Promotional items
Another type of brand collateral is a promotional item. These can be anything from branded pens to personalized matchbook notepads. Anything useful you can give to your customers or potential customers that they can use in their day-to-day lives with your brand logo or name on it can be considered a promotional item. When deciding what types of promotional items to invest in, look at your business and ask yourself: what small item would a person buying your product or service need? For example, a candle making business may benefit from investing in promotional matchbooks, since their target customer base will be using candles and need a safe and responsible way to light their purchases.
Online collateral
The new wave of brand collateral is online. There are more customers shifting to online browsing and businesses are following suit with a shift to the web. Online collateral is very similar to a stationery kit; it’s simply an online version. A brand’s website is the new letterhead. The company email appearance and signature are the new business cards. Social media is the new form of communication. Keep your brand communication consistent through these platforms much as you would with stationery kits. This form of brand collateral is used to reach the emerging generations and the tech-focused.
There are tons of types of brand collateral you can invest in for your business. To decide which is the best type for you, consider the business you’re in and what your customers appreciate most. Focus your efforts on those things and increased sales should follow.