Essential Brand CollateralEssential Brand Collateral for a Consistent Business Identity

Brand collateral includes the printed materials, promotional products and everyday business items that carry your company name, logo and visual identity. When these materials have a consistent look and message, they help present your business professionally to customers, employees, prospects and the community.

What Is Brand Collateral?

Brand collateral can include business cards, brochures, presentation materials, folders, stationery, signage, packaging and promotional products. Although each item serves a different purpose, together they help communicate a recognizable company identity.

The right mix of materials depends on your business, audience and how customers interact with your company. A professional office may need different collateral than a retailer, nonprofit organization, healthcare provider, school or company exhibiting at trade shows.

Keep Your Branding Consistent

Consistency is one of the most important considerations when developing marketing materials. Your logo, company colors, typography and overall visual presentation should be recognizable from one item to another.

A customer who receives a brochure, promotional giveaway or business gift should be able to connect that item with the same company they encountered on your website, at an event or through other marketing materials.

Everyday Branded Office Essentials

Frequently used office products can become part of your company's brand presentation. Pens, notebooks, calendars, desk accessories, drinkware and other practical items can carry your logo throughout the workplace and may also be used for meetings, employee programs and customer giveaways.

Customer-Facing Marketing Materials

Materials used directly with customers and prospects should support the image you want your business to present. Brochures, presentation folders, promotional products, event materials and business gifts can all become part of a coordinated marketing program.

Rather than selecting each item independently, consider how the pieces will look and function together. A coordinated presentation can help keep your message clear from the first introduction through later customer contact.

Brand Collateral for Events and Trade Shows

Events provide an opportunity to bring several branding elements together. Displays, printed materials, staff apparel, name badges, bags and promotional giveaways can share a consistent visual identity while serving different purposes during the event.

Choosing promotional products that complement the event and your audience can extend that branding beyond the booth or meeting when recipients take the items with them.

Choose Marketing Assets With a Purpose

Not every business needs every type of collateral. Start with the materials your customers and employees actually use, then select additional items based on specific marketing goals, events or campaigns.

A smaller collection of useful, coordinated materials can be more practical than purchasing products simply because they are available. Consider the audience, intended use, distribution method and message before choosing each item.

Promotional Products as Part of Your Brand

Promotional products can extend your visual identity beyond traditional printed materials. Whether used for customer appreciation, employee recognition, trade shows, sales meetings or community events, branded merchandise can support the same company image presented throughout your other marketing materials.

Garrett Specialties can help you select promotional products that complement your company's brand collateral and marketing programs. For assistance, call 1-800-320-1510.