Brand collateral is all the visual elements that instantly recognize your brand. One example is a company website. According to Medium (2023), 75% of people judge a business’s credibility based on its website design. This figure illustrates that websites are where people assess a brand’s credibility and professionalism.
Many businesses still view branding as primarily about appearance, but its impact is far greater. Everything about your business, from your logo to the way you seem on social media, is essential for making it stand out. Let’s find out why this matters so much!
Key Takeaways:
Brand collateral is a collection of visual elements designed to showcase and reinforce a brand’s identity and values. These elements include colors, logos, designs, and typography to convey the brand’s character and make it easily recognizable to the audience.
Its primary function is to maintain visual identity consistency and reinforce brand messaging across multiple platforms. With consistent design, brand collateral benefits can build credibility, increase customer trust, and strengthen the brand’s professional image in a competitive marketplace.
However, several brand materials might confuse customers, so keep everything consistent and straightforward to stand out.
Also Read: 10 Brand Voice Examples to Inspire Your Brand Identity
Many types of brand collateral help your brand appear more professional and memorable. Each visual element has a unique way of conveying your business’s character. Let’s take a look at some of the types that can strengthen your brand image!
Business cards serve to introduce a company’s professional identity directly. They include the name, logo, title, and key contact information. For example, Steve Jobs’ business card consistently features the Apple logo and company information.
To succeed, ensure the business card design reflects the brand values and is easy for potential clients to remember.
Brochures are used to concisely convey information about products, services, and company profiles. This type of material helps introduce a brand’s strengths and values through attractive design.
For instance, Qatar Airways uses digital brochures to highlight its facilities and flight destinations. Use consistent visual design and tone of language to keep the message aligned with the brand image.
A company profile is the type of brand collateral that professionally showcases a business’s identity, vision, and strengths. A notable example is Tesla’s concise yet compelling company profile, emphasizing innovation and technological advancements.
To create a successful company profile, ensure the design, tone, and content align with the company’s branding strategy.
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A website serves as a business’s primary storefront. To create one, define the page structure (homepage, products, contact), use responsive design, and optimize UI/UX for a seamless user experience.
A good example is Apple, with its clean design and intuitive navigation, which is consistent with its brand identity. You can utilize responsive design and visual elements that reflect the brand’s character for a cohesive user experience.
Social media templates can help maintain a consistent visual appearance of content. They involve a fixed layout, a primary color, and space for text or product photos. For instance, Starbucks consistently uses green and white colors across all its posts; It’s a simple approach yet brings a distinctive impression.
When creating content, ensure that each post features colors, fonts, and visual styles that are consistent with the brand guidelines.
Packaging acts as a direct channel of communication between a brand and its customers. The design should reflect core brand values, whether it’s about eco-friendliness, luxury, or innovation.
Among the most iconic brand collateral examples are Coca-Cola’s bottle designs, which strengthen its identity and global branding strategy. To be easily recognized and attract attention, use packaging design that reflects the brand’s core values.
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Presentations with a collection of visual assets and marketing materials are highly effective in strengthening a business’s visual communication. It consists of brand colors, typography, and a consistent design style for each slide.
For example, Microsoft presents its product presentations with a clear structure, modern visuals, and graphics that align with its brand identity. You can apply the same templates, colors, and graphic designs consistently.
Merchandise in brand material featuring the logo, including items such as tote bags, mugs, jackets, or water bottles. Moreover, it also features a design and color palette that align with the brand’s personality.
For example, companies like Adidas often use logoed water bottles or gym bags to emphasize an active lifestyle. Select products and designs that are relevant to your target audience, allowing your brand message to come across naturally.
Also Read: 15 Best Brand Strategy Examples That Inspire Modern Businesses
Every brand collateral medium offers a unique way to strengthen recognition and connect with your audience. The key is maintaining a consistent design across all platforms to build credibility and trust. Yet, even the best visuals fall short without clear messaging. That’s where reliable typography makes the difference.
Explore Lettermine Studio to find fonts that elevate your brand identity. With a wide range of expressive typefaces, you can craft brand collateral that truly reflects your values and vision.
