Marketing collateral

Marketing collateral is the marketing output that is created to promote or educate on a good or service. This output helps brands communicate their message with their target customers. Marketing collateral may contain multiple marketing assets to help communicate a message.

Marketing assets are foundational items that represent and define a brand. Think of things like brand imagery, logos, product images, lifestyle images, and animations that communicate the brand’s identity and message.

It’s important to create marketing collateral to communicate your brand message to your target customers. Marketing collateral can be a helpful tactic for achieving your business goals across the full funnel stages such as awareness, consideration, conversion, loyalty, or education.

Marketing collateral is the marketing output that delivers a brand message. Marketing assets alone do not deliver a brand message, but they do give the marketing collateral context, which in turn helps to convey a more detailed message.

Effective marketing collateral tells a compelling story. It goes beyond listing out product or service features in order to draw audiences closer. Memorable marketing often shows how a product or service can create connections with your friends and family, unlock a certain lifestyle, or even simplify challenging tasks. Context in your marketing matters.

Here’s an example. Your product is a grill and your objective is to sell that grill. You could have your brand logo (marketing asset) next to a picture of the grill, but this doesn't tell a story. Instead, imagine a video (marketing collateral) of a backyard barbecue where close friends and family are using your brand's grill, all while laughing and exchanging stories. The first example tells audiences there is a grill for sale, while the second example shows audiences they too could create memories and host fun backyard barbecues with the grill that is for sale.

There are a few different types of marketing collateral that can be used to convey your brand message. When choosing your marketing collateral type, think about where your audience consumes content and how they like to receive information. This will help give your marketing collateral the best chance to perform well.

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Start by defining the audience you wish to communicate with and the goal of your communication. Once you have this context, you can source or develop marketing assets that help to contextualize your brand’s message.

With your audience identified and your message outlined, you can now focus on creating marketing assets that uphold your brand values. These marketing assets will help to contextualize any marketing collateral you choose to create and can be used across many ad formats.

To develop effective marketing assets and marketing collateral, experiment with visual elements like lighting effects, camera angles, color, and tone. You might also consider adding personalized touches, such as Black Friday or Cyber Monday themes or animation and video elements. These techniques can help to capture and retain the viewers’ attention.