Marketing Collateral: Reinforcing Brand Awareness
In today’s competitive business environment, it is crucial for brands to communicate their key message points in a consistent and creative manner. Without question, the overall success of your company relies heavily on how well you communicate key information about your organization to internal and external audiences, including employees, stakeholders, existing and potential clients, the media and general consumers.
In order to ensure your business is reinforcing its brand awareness, make sure your organization is equipped with these seven pieces of high-quality online and printed marketing collateral to set your company apart from the rest.
1. Mission Statement
A mission statement is a brief summary that defines what your business is, why it exists and what it aims to achieve. It reminds those within the company exactly what their purpose is and reinforces your organization’s core values and goals. Keep in mind that your mission statement should be concise and direct in order to be effective for varied audiences. While a mission statement serves as a resource for outsiders to quickly understand what your company is all about, it also can be used to provide direction during your decision-making processes.
2. Fact Sheet
Every business should use their marketing collateral to highlight the key features of their company, as well as the unique products and services they have to offer. Fact sheets are a great way to ensure everyone has a deep understanding of your product and/or service internally, while also communicating your company highlights externally. Be sure to include specific facts and statistics that showcase your company’s strengths and give shareholders, employees and reporters a clear picture of what your company is all about.
Your fact sheets should include the following points:
A. Company Fact Sheet
+ The date the company was founded
+ Location of headquarters and any affiliate offices
+ Names and brief backgrounds of founders and upper-level management; these can also include photographs
+ Contact information
B. Product or Service Fact Sheet
+ Distinctive features that set your product or service apart from the competition
+ Comparison to similar products or services on the market
+ A statement about quality and reliability
+ Costs and comparisons
A brochure is typically the first point of contact between a company and a potential client or customer. Since a brochure is usually the first piece of your company’s marketing collateral people encounter, it is crucial to make a great first impression. Providing an informative, yet creative, brochure that can be distributed to new and potential customers is a powerful tool for any company to possess—especially small business looking to introduce their products or services in a memorable way. Brochures can take several forms, including flyers, booklets, or folded handouts.
4. Press Kit
The press kit is a comprehensive document providing all-inclusive information about your company, which is essential for potential consumers, investors and media personnel. Your company’s press kit should include the following components:
+ Company’s logo featured prominently on all collateral
+ A personalized letter pitching your company, product, or service
+ A news release
+ Company fact sheet
+ Product fact sheet
+ Articles written about your company
+ Business cards
+ Company background
Every business can benefit from quality stationary such as business cards, letterhead, envelopes and more. How you represent your company in professional interactions is critical to establishing credibility. While stationary items may not seem like a priority in your marketing budget, they will pay dividends in the long run. Consistency is key, so make sure your branded stationary reflects your organization’s brand using the same logo, color, fonts, and style of your other collateral materials. Make an investment in high-quality stationery and use each element to help increase brand awareness and loyalty.
Biographies for the founders, senior management and even board members of your company are essential to have in order to give outside members a glimpse into what your company is all about. It is important to include a photo with each bio to help external audiences put a face on who is leading your organization. You should also make sure the bios are consistent in length, style and content for all members of the team. Key facts to include are:
+ Relevant experience
+ Awards and accolades
+ Professional memberships
+ Publications that feature the team member or the team member’s work
+ Community service involvement
The right customer success stories or case studies are some of the most powerful marketing tools a company can possess. Third-party testimonials about your products or services have proven to be one of the most effective forms of marketing collateral and also serve as a testament to the quality of your company. Be sure to select a case study that your target audience can relate to, and always include the client or customer’s challenge, how your company served as the solution, and the qualitative or quantitative outcomes that your company was able to provide.
Marketing collateral is essential for maintaining a solid brand reputation and support from varied audiences. Making sure your company has a wide range of materials to present to employees, stakeholders, existing and potential clients, the media and consumers will contribute to the success of your company’s marketing initiatives and overall ROI.