What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn 17 powerful brand collateral examples to boost brand recognition
so you can learn how to Captivate your audience with strategic collateral and create a lasting
impression on potential customers to bank your brand in memory so let's start with the basics
what is brand collateral well it can be imagined as the Wardrobe of your brand essentially every
piece is carefully selected and tailored to represent your Brand's identity it's the entire
collection of physical and digital assets that support and promote a company's brand identity
and it makes that lasting first impression on potential customers think of recognizable
business cards letterheads infographics or even email signatures that bring that sense of
consistency and continuity to a brand essentially if everything looks cohesive and consistent it
plays into the idea that your brand is cohesive and consistent and that builds trust and these
physical and digital assets support your marketing efforts and convey your brand image to potential
clients and stakeholders so what's the difference between brand collateral and marketing collateral
are they the same are they different well think of brand collateral as the long term and
marketing collateral as the short term the brand collateral is less likely to change because the
brand identity doesn't change too much but on the marketing side campaigns change from one season to
the next and with that collateral is likely to change as well but the marketing collateral is
always directed by the brand collateral and you'll often see similar assets used from one marketing
campaign to the next marketing campaign and that provides the cohesive experience for the brand but
let's go beyond the surface and dive a little bit deeper brand collateral refers to the collection
of tangible and digital assets that support and promote a company's brand strategy and that
includes Visual and verbal communication as well as marketing communication as well these materials
range from classic business cards to website design and even apps and they play a crucial role
in ensuring a Brand's consistency and recognition among potential customers and stakeholders as well
now of course there are different types of brand collateral and they're traditionally broken into
print and digital collateral because although we are coming from a world where print was everything
we have really entered the world where digital has become everything of course print collateral
still exists but it has become less relevant in today's age but let's dive deep into the
differences between the two and the examples of each now print collateral has been around for
generations and if I'm being honest I do have a soft spot for print collateral because it's
where I cut my teeth in design and they're like your favorite t-shirt that you've had for years
some of them are actually still relevant today so let's have a look at some examples of print
collateral so think of your business card now your business card is your classic first impression
maker and it's still commonly shared at trade events today now many now include QR codes which
direct potential customers towards a digital asset but in terms of the print collateral itself it's
still very relevant today next up is letterhead now a stylish and professional way to present your
brand on official documents is letterhead and as long as you are still sending documents to
potential customers stakeholders or anyone along the customer Journey then it's really important
that you have a consistent experience catalogs are another great example of printed collateral some
people really love the feel of tangible catalog so if you know who your target audience is and
you know that that's what they love then it is potentially a great piece of collateral that
you can have for your brand and you can show off your products with well-designed branded catalogs
that's easy to browse through then of course you have signage bold eye-catching signs sometimes
featuring your logo help your customers to find and reinform course your Brand's identity and
the signs often feature brand colors and palettes and possibly icons and Graphics as well for that
visual recognition if you're going to head over to trade shows then getting your booth sorted on your
exhibition stand is another thing to consider when it comes to your collateral and anything
that you might bring along to that event that you can physically hand over to your prospects
and then on the other possibly more relevant side we have digital brand collateral and that
includes social media Graphics so consistent and engaging visuals to support your content
marketing efforts through social media Graphics is a great way to visually represent your brand and
keep that consistency next up are email templates now again email is a super important channel for
communication from most brands these days and having an email template that's consistent and
aligned with your brand identity and entire brand experience is really important now if
you are a brand that launches products regularly then having landing pages that are consistent from
one product to the next is really important now it doesn't necessarily mean that they all need
to look the same but having those consistent signals from One landing page so the next is
really important and that is a part of your overall brand collateral family having those
consistent landing pages virtual business cards are the alternative to those physical business
cards and allows for easy sharing of contact information so if you have submitted to the idea
that you no longer handle physical business cards but you still want to pass on your information in
a concise and easy way then the virtual business cards are a great way to do that infographics and
Graphics in general are a great way to keep that consistency and these can apply to your digital
environments such as your website but it can also apply to your social environment and any other
digital presence that you have out there in the market so think about the infographics that you
want to use think about the graphics that you want to use or the information that you want to display
and use those visual supports to demonstrate or to communicate your message ebooks white papers and
other downloadable content that you would trade your email address for is another great example
of branded content now from one ebook to the next you're not going to have the same type of content
and it might actually have a slightly different look and feel to it but it's really important
to have that consistency across one ebook to the next or one white paper to the next to show that
it is from the same brand and it's from the same family okay so these are all great examples of the
different types of collateral that you can use from one brand to the next or ones that you can
adopt into your own brand but let's take a look at more specific examples from existing Brands
first up is Apple's product packaging now Apple's minimalist and Sleek packaging designs reflect
the Brand's focus on Simplicity and elegance and it's like receiving a gift that you know is going
to be amazing before even opening it and that is part of the overall brand experience that apple
offers that is a sense of delight that any Apple customer will be able to relate to and
it's a really great example of an iconic piece of brand collateral the next example of branded
collateral is mailchimps Freddy now Freddy is the mascot of MailChimp and is also part of
the logo itself and this is a great example of how a brand can integrate graphics and visuals
and bring the idea of a mascot to life and Freddie is present throughout the entire
MailChimp brand experience and it really does drive home that quirky and fun relationship
that they have with their customers and that fun message that they put out there into the
market and it goes hand in hand with their bright yellow color palette as well the next
brand collateral example is Tiffany and CO's signature blue boxes now the iconic Tiffany
blue box is instantly recognizable signifying luxury and sophistication and it's the visual
equivalent of hearing a beautiful piece of music that stirs the emotions this is really an iconic
piece of packaging and it really does set the Tiffany experience apart if you see
that blue box you instantly associate that with luxury and the experience that Tiffany offers
now the next example of branded collateral is Lego's instruction manuals now
the LEGO instruction manuals are an absolute icon and for anyone who has adopted the brand
into their lives they know what that experience feels like me personally I used to play with
Lego when I was a young boy and now today I play with Lego with my son and that transition from
one generation to the next and that continuation and that cohesiveness of the experience really is
special and it really does speak to the longevity of the LEGO brand and it really is part of the
overall experience so I really love this example of branded collateral and it really has stood the
test of time so now we've covered the importance of brand collateral the difference of brand
collateral to marketing collateral and we've even had a look at a few types and examples let's have
a look at how to create effective brand collateral tip number one is consistency ensure all brand
elements from your colors to your fonts your logo Etc are consistent across all collateral types to
create that cohesive brand experience next up is Clarity keep your messaging and your visuals clear
and easy to understand and that helps customers to quickly grasp the essence of your brand relevance
make sure that your brand collateral is relevant to your target audience and addresses their needs
preferences and expectations as well then we have adaptability create collateral that can
easily be adapted from one platform to the next from one format to the next allowing you to reach
a wider audience Innovation don't be afraid to think outside the box to be unique and to create
eye-catching collateral that sets your brand apart from your competitors now look I often
talk about the difference between brand strategy and brand identity and how visual branding has
very little relevance without any strategy behind it but make no mistake once the strategy is there
the visuals become super relevant and that brand collateral is part of the overall brand experience
if it's not consistent if it's not clear here if it doesn't have visual appeal it's not going
to support the overall brand strategy and it's not going to offer that consistency that your
audience is really looking for that consistency that cohesion that experience from One Touch point
to the next really does help to build that trust and it shows that you are a brand that believes
in consistency doing things right from the very first touch point and that plays through to the
communication that you have with your clients if they see that consistency they feel trust if
they have trust they're more likely to buy from your brand now if you want to dive deeper into
brand strategy then this video here will help you out before you click it if you want to become a
master of brand make sure you hit the like And subscribe to get notified when we release new
videos just like this until next time Brian like a master and I'll see you in the next video [Music]
thank you