Brand Glossary | What is ‘Brand Collateral’?

You might have heard or seen the word brand collateral here and there without knowing what it is. Guess what! It’s been all around you all this time. So let’s break it down.

What is brand collateral exactly?

Brand collateral is a term that refers to any materials, assets, media, etc. that is used to promote your brand or increase brand awareness. This may seem technical, but brand collateral encompasses a lot of things you see on the daily even if it’s a blip on your radar.

There are two general categories that brand collateral can be organized into: tangible brand collateral and digital brand collateral.

Tangible Brand Collateral

Tangibles are things you can physically touch. So pair that with brand collateral and we’re talking printed materials, merchandise, etc. Common tangible brand collateral examples include but are not limited to:

  • Stationary
  • Flyers
  • Business Cards
  • Billboards
  • Step and repeats
  • Merchandise (e.g. totes, pencils, etc.)
  • Product labels

Digital Brand Collateral

Digital assets are the most common for brand collateral especially when it comes to newly launched businesses as the digital space is where a lot of marketing and promotions occur. Digital brand collateral examples include but are not limited to:

  • Blog posts
  • Landing pages
  • Branding
  • Case studies
  • PDF files
  • Digital magazines
  • Press kits
  • Infographics

 

At the core, brand collateral is anything that can support or promote your business. So when you’re questioning if something is considered brand collateral, follow this structure:

 

_______________(item) can help my brand by _____________________________________

__________________________________________________________(how and why it helps). 

 

Here’s a runthrough example of this practice:

Totes (with visible branding) can help my brand by acting as indirect advertising whenever those using the totes are out in public

Want to catch up on other brand terms? Visit our blog to find more from our Brand Glossary series!

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