How to Address Branding Collateral

Branded collateral consists of marketing materials used by companies to convey their brand identity, products, and services. These materials, whether physical or digital, help create a consistent message that builds brand recognition and credibility

Table of Contents

What is Branded Collateral?

Why is Branded Collateral Important?

Types of Brand Collateral

Basic Brand Collateral Every Client Needs

Pricing Structures for Brand Collateral

Industry-Specific Recommendations for Brand Collateral

What is Branded Collateral?

Branded collateral is a collection of materials that represent a company’s brand across multiple platforms, both in print and digitally. It includes visual, textual, and sometimes multimedia components that help communicate a brand’s message and services to customers. Common examples include brochures, business cards, websites, social media graphics, product packaging, and presentations.

Why is Branded Collateral Important?

1. Consistency: It ensures the brand voice, visual identity, and messaging remain uniform across all platforms.
2. Credibility: Professionally designed collateral establishes authority and reliability in your industry.
3. Engagement: Engaging content encourages customers to interact with your brand.
4. Support for Sales: Collateral provides your sales team with tools that help effectively communicate the brand's value and offerings.

Types of Branded Collateral

• Print Collateral: Business cards, flyers, brochures, catalogs, signage.
• Digital Collateral: Website graphics, email templates, social media content, e-brochures.
• Multimedia Collateral: Videos, product demos, presentations.
• Event Collateral: Banners, branded giveaways, trade show booths.
• Merchandise: T-shirts, mugs, pens, notebooks, tote bags, water bottles.

Basic Brand Collateral Every Client Needs:

1. Branded Stationery
   Custom letterheads, envelopes, email templates, and business cards that reinforce brand identity in official communications.

2. Brochures/Flyers
   These offer a concise overview of the company’s products or services and are essential for events, meetings, and outreach.

3. Website
   A professional, user-friendly website acts as the central hub for your brand, providing information and creating credibility.

4. Social Media Graphics
   Branded templates for posts and ads on platforms like Instagram, LinkedIn, and Facebook to maintain consistency across digital channels.

5. Presentation Templates
   A cohesive, branded PowerPoint or Google Slides template for client meetings, pitches, and internal presentations.

6. Email Signatures
   Custom email signatures with the company logo, contact info, and branding that add professionalism to daily communication.

Pricing Structures for Brand Collateral

When selecting brand collateral, it’s essential to weigh the quality level against quantity needs. Here’s a breakdown of how to make the best choice:

• Quality Tiers: Brand collateral typically falls into three quality categories:

  • Budget: Ideal for mass distribution at large events or as general brand presence items. Budget options offer functionality at a lower cost, making them suitable for high-quantity, everyday use without heavy emphasis on premium finishes.
  • Standard: Balances quality with affordability. This tier is great for materials that will be visible to clients or in professional settings, providing good-quality finishes without high-end pricing.
  • Premium: Reserved for high-impact items or special client experiences. Premium quality ensures top-notch materials and finishes, perfect for luxury brands or limited-distribution pieces intended to leave a lasting impression.
• Quantity Tiers: Depending on your project, consider how many items you’ll need. For larger runs, the price per unit typically decreases, but consider the brand message and whether lower-cost materials align with it.
  
  • 500 units: this batch size is perfect for small to medium businesses or events requiring limited, high-quality materials. Smaller quantities allow for exploring higher-end materials or finishes without significant investment, making it budget-friendly for testing designs or special occasions where personalization is key.
  • 2000 units: this batch size is ideal for larger campaigns or businesses with broader distribution needs, as it reduces the cost per unit. This higher volume is suited for brand reinforcement across various touchpoints and for extensive outreach, making it great for larger-scale events, promotions, or frequent use items where cost efficiency is essential.
  Recommendations
  For premium quality at 500 units, we recommend the following items. These pieces are essential brand touchpoints that benefit from high-end materials and finishes, as they represent the business directly to clients and customers. 
  

  Design Item	Premium Description & Cost (per 500)
  Business Cards	Average Cost: $200 - $500+ per 500 cards Features: High-end materials (thick card stock, luxury finishes like foil stamping, embossing, spot UV, metal, or wood), custom shapes, and intricate design elements. These cards are typically used for luxury branding, special events, or high-end business presentations.
  Letterheads	Average Cost: $250 - $600+ per 500 letterheads Features: Premium paper options (32 lb. or thicker), custom designs, specialty printing techniques such as thermography, embossing, foil stamping, or full-color edge-to-edge printing. These are often used by luxury brands, law firms, or companies seeking a unique, high-end look.
  Stationary	Average Cost: $400 - $800+ per 500 pieces Features: Premium paper (32 lb. or thicker), custom designs, specialty printing techniques such as embossing, foil stamping, letterpress, or thermography. Often used by luxury brands or for special occasions, providing a distinctive and high-end look.
  Brochures	Average Cost: $600 - $1,500+ per 500 brochures Features: Premium paper stock, custom designs, specialty printing techniques like embossing, foil stamping, spot UV, or unique folds and die cuts. These brochures are often used by luxury brands or companies looking to make a strong impression with highly customized marketing materials.
  Menus	Average Cost: $500 - $1,200+ per 500 menus Features: Premium paper or card stock, custom designs, specialty printing techniques like embossing, foil stamping, or die-cut shapes. Additional options may include waterproof or tear-resistant materials. These are often used by high-end restaurants, luxury hotels, or establishments looking for unique, standout menus.

   

  For standard quality at 500 units, we recommend items like coasters, matchboxes, and t-shirts. These pieces serve as functional and branded materials that balance quality and cost-effectiveness, ideal for promotional use or events

  Design Item	Premium Description & Cost (per 500)
  Coasters	Average Cost: $300 - $500 per 500 coasters ($0.60 - $1.00 per coaster) Features: Higher quality coasters made from thicker pulpboard, cork, or rubber with better print quality and options for full-color designs. These coasters are suitable for professional use in restaurants, cafes, or as branded merchandise. Popular providers include PrintGlobe and Custom Ink.
  Matchboxes	Average Cost: $400 - $700 per 500 matchboxes ($0.80 - $1.40 per matchbox) Features: Higher quality matchboxes with thicker cardboard or wood options, custom designs, and multi-color printing. Suitable for bars, hotels, or corporate gifts, these matchboxes provide a more refined look with better printing quality. Providers often include Custom Ink and PrintGlobe.
  T-shirts	Average Cost: $700 - $1,200 per 100 shirts ($7 - $12 per shirt) Features: Higher quality shirts (e.g., ringspun cotton or blended fabrics) with more customization options, including multiple colors, detailed graphics, and improved print durability. This tier typically uses screen printing or DTG with more refined print quality. Suitable for company events, merchandise, or promotional use.

   

   For budget quality at 500 units, we recommend items like caps and water bottles. These are practical and versatile promotional items that offer high visibility at an affordable cost for giveaways and events.

  Design Item	Premium Description & Cost (per 500)
  Baseball Caps	Average Cost: $200 - $400 per 50 caps ($4 - $8 per cap) Features: Basic caps made of standard materials like cotton or polyester with simple embroidery or screen printing. These caps typically offer basic customization options like text or a simple logo and are ideal for promotional events or basic branding needs. Popular providers include Vistaprint, Custom Ink, and Printful.
  Water Bottles	Average Cost: $200 - $400 per 100 bottles ($2 - $4 per bottle) Features: Basic plastic water bottles with simple screen printing or single-color logos. These bottles are typically lightweight, made from BPA-free plastic, and suitable for promotional giveaways or events. Common providers include Vistaprint, Custom Ink, and 4imprint.

   

Industry-Specific Recommendations for Branded Collateral

Different industries require different types of collateral based on their marketing goals, target audience, and sales strategies. Below are recommendations for branded collateral items tailored to various industries:

1. Retail and Consumer Goods

• Product Packaging: High-quality, branded packaging that enhances the customer experience.
• Lookbooks & Catalogs: Visual representations of product lines in print or digital formats.
• POS Displays: Point-of-sale materials such as branded stands or signage to drive attention.
• Social Media Graphics: Engaging visuals designed to promote products on platforms like Instagram and Facebook.

2. Technology and Software

• Whitepapers: In-depth reports that establish authority and provide insights into products.
• Product Demos: Videos or interactive demonstrations that explain the features and benefits of your software.
• Case Studies: Success stories that demonstrate the effectiveness of your solutions.
• Webinars & Slide Decks: Presentations used for education and client communication.
• Landing Pages: Dedicated web pages for campaigns or product launches with clear CTAs.

3. Healthcare and Pharmaceuticals

• Educational Brochures: Printed and digital booklets that inform patients or healthcare providers about services or products.
• Infographics: Visual data representations to explain complex medical information.
• Product Packaging: Clearly branded, compliant packaging for medications or medical devices.
• Exhibition Booth Materials: For healthcare conferences and trade shows.

4. Finance and Professional Services

• Pitch Decks & Proposals: Professionally branded presentations used in client meetings.
• Reports & Financial Statements: Branded financial reports and documents for stakeholders.
• Branded Stationery: Business cards, letterheads, and envelopes that reflect professionalism.
• Case Studies: Detailed analyses showing client success or investment performance.

5. Manufacturing

• Product Catalogs: Comprehensive catalogs showcasing product lines and technical details.
• Technical Datasheets: Documents that offer detailed technical specifications of products.
• Case Studies: Highlighting how your products helped solve customer challenges.
• Instruction Manuals: User-friendly, branded guides for product installation or usage.
• Trade Show Materials: Branded booth designs, banners, and giveaways for industry events.

6. Hospitality and Travel

• Menus & Flyers: Consistent branding on physical or digital menus, event flyers, and brochures.
• Branded Merchandise: Items like tote bags, travel accessories, or T-shirts that customers can take home.
• Social Media Ads: Engaging content promoting experiences, destinations, or services.
• Event Signage: Branded banners and directional signs for in-house events or tours.

7. Education and Non-Profits

• Annual Reports: Branded reports that communicate achievements and financial information.
• Brochures & Flyers: Handouts for prospective students, donors, or community outreach.
• Posters & Banners: Promotional materials for events, programs, or fundraising campaigns.
• Digital Newsletters: Regularly branded email updates to engage donors, students, or community members.

8. Real Estate

• Property Brochures: High-quality, professionally printed materials highlighting property features.
• Signage: Branded signs for property listings, including yard signs and building signage.
• Virtual Tours: Digital tours of properties, often used in luxury real estate.
• Social Media Ads: Engaging content that promotes new listings or open houses.

9. Automotive

• Product Brochures: For new vehicle models or aftermarket products, providing detailed features and specifications.
• Showroom Signage: Branded displays and banners within dealerships to attract buyers.
• Videos & Demos: Multimedia showcasing vehicle features and performance.
• Customer Loyalty Cards: Branded cards or programs to encourage repeat service visits.

10. Food Services

• Menus: Clearly branded menus that communicate the restaurant’s offerings and style.
• Tabletop Signage: Promotional materials on tables or counters to encourage upsells.
• Digital Ads: Facebook and Instagram ads that promote seasonal menus, events, or services.
• Takeaway Packaging: Branded bags, containers, and cups to increase brand visibility.

11. Construction and Real Estate Development

• Blueprints & Plans: Branded and professional documentation used in construction planning.
• Project Portfolios: Brochures or digital presentations showcasing completed projects.
• Site Signage: Branded outdoor signage on construction sites to promote ongoing developments.
• Event Collateral: Banners and brochures for industry expos and conferences.