Regardless of the size of the business, awareness has been and it will always be what a business will spend their time, money and energy on. Brand awareness is simply, the ability to communicate to or educate a customer about your existence and what your company has to offer. This is why the marketing industry is so cut-throat, as every brand is just shouting and hoping their customers are listening in this very noisy environment.
Having defined who you are, what you do and why it matters, you should now consider the tone of voice, the type of impact and the feelings you want to put across so that you bridge the gap between what you do/ sell to whomever you think will be buying it from you. Put yourself in their shoes. Always.
Why is this so important? Because this is what most creative agencies tend to use as ammunition when creating the business stationery and all the other marketing collaterals i.e. business cards, letterheads, compliment slips, envelopes, email signatures, leaflets, banners, folders and any POS print that you can think of. It is the differentiation of these print collaterals that communicates what you are all about whilst having the opportunity to create a consistent look so that can be transcendent to your customer.
The best collaterals build and maintain a strong brand identity. It establishes a connection between you and the customer and enables companies to stand out from all the others. Good collateral makes an impression, carves out real estate in the prospect’s brain, and influences buying decisions. It helps to make a competitive statement and win business.
Too many brands fail to see collateral as the strategic asset it can be. Brands fail to leverage marketing materials as powerful and effective mechanisms for carrying the brand. Sales representative people need tools if they are going to be effective.
Collaterals give sales representatives the resources they need to be effective in sales meetings. They also provide the tools they need to create appointments and follow up. Not having any sort of collaterals is a tremendous liability within your company. So what benefits should you look for when producing these collaterals?:
When designing your brand collaterals from stationery to marketing materials always consider your customers perception when viewing and consuming it. Some of the basic tips are:
Keep it Fun – Create contrast with the photography, layout and colours and ensure you provide your customer with a reason for them to pick up your next marketing material.
If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available. For help with your marketing collateral, contact our expert* Lisa on LinkedIn.
*We’ve picked experts we know and trust who are good at what they do. All of them will give you at least an extra 30 minutes free advice if you contact them and would then charge their normal prices. They don’t pay to be on BuBul and don’t give us any money from anything they earn as an expert.