Why Does Your Business Need Marketing Collateral?

Why do businesses need marketing collateral? The answer is simple. Marketing collateral is a critical component that helps connect your audience with your brand! And this connection ultimately leads to new business growth and to sustainability with existing customers.

A logo is a great example of the importance of your marketing collateral. Does your audience recognize your logo? When your audience sees your logo, do they automatically connect it with your brand? A logo is a foundational piece of your branding. Be sure to get it right and to use it on all your marketing collateral.

Marketing collateral goes well beyond your logo. These marketing assets include all of your sales and marketing materials that you use to promote your products and services, as well as to increase sales and conversions, and to build loyalty. Examples include flyers, business cards, and brochures, as well as many other types of collateral.  People may think that printed material may not be necessary in today’s world, but electronic versions of your materials can easily be forwarded to potential customers.  QR codes on flyers can drive traffic to a landing page or directly to your website.

An effective service description and call to action communicate why potential and existing customers should do business with you, above all others. This is another reason why your business needs quality marketing collateral. It is also why your marketing materials need to communicate your message consistently and effectively.

Many businesses also choose to integrate the power of storytelling into their marketing collateral. Storytelling can be one of the most important aspects of your marketing collateral. Being able to tell your story in a creative and easily digestible way prevents your message from getting diluted, documents your story, and helps anyone understand exactly what it is that your company does. Examples of this can include case studies.

In a cluttered landscape, well-crafted collateral cuts through noise, delivering information, evoking emotion, and driving action. Your marketing collateral is more than paper. Marketing collateral helps form a bridge between your brand and your target audience and helps you effectively communicate your message, thus influencing your customers’ decisions. 

By understanding and leveraging the different types of marketing collateral available, you can create a cohesive and impactful marketing strategy that resonates with your customers. Whether it’s a well-designed brochure, an attention-grabbing poster, an informative case study or white paper, each piece of collateral contributes to building a strong brand presence and fostering meaningful connections.

If you are ready to maximize your business growth efforts through marketing collateral, the Edmiston Group would love to help. Email me at [email protected] to see how we can help solidify your marketing collateral efforts.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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