7 Creative Tips for Compelling Marketing Collateral

So, you have your website and social media pages set up perfectly, but have you taken the time to produce great marketing collateral to match? Creating consistency is key for any brand marketing strategy. Your marketing collateral has two aims:

  1. To provide information about your business
  2. To boost your brand recognition

Effective marketing collateral could just be the difference between sparking a relationship with a loyal customer and having a missed opportunity. To have a better understanding of what type of marketing collateral your business needs, check out my post, ‘Marketing Collaterals Every Business Needs‘. Meanwhile, here are 7 creative tips to make sure your marketing collateral is as compelling as possible.

1- Set up a style guide

Work out the designs of all your marketing collateral together instead of taking them on one at a time. A style guide sets consistency for your brand as you can outline your theme, colours, logo, graphics, fonts and phrases. By repeating all of your design elements across the board, you are reinforcing your brand image.

2- Choose your typography

Typography is a huge design element. You need to experiment with different fonts and sizes in order to portray the best image that reflects your brand. Keep to no more than two fonts and weights, as it can get too cluttered and harder to interpret the content.

3- Create different logo variations

Marketing collateral serves a purpose to reflect exactly who you are. Your brand needs to be recognisable so that your target audience can associate themselves with you. For design purposes, your logo should stay relatively consistent across the board, by only developing alternative logos to fit best on certain layouts.

4- Keep it simple

It’s a very common piece of advice when it comes to design, but it honestly works the best. If in any doubt – subtract. The most effective marketing collateral must easily catch the attention of an audience and make clear sense, not distract the reader from the message.

5- Use the right amount of graphics

Don’t include graphics purely as design elements if they are a distraction from the message. You need to make sure you’re providing the right balance of graphics to help dictate the flow of your content. If they help to tell your story better and express the core of what you’re trying to sell, include them. If not, get rid.

6- Include digital links with QR codes

You may think QR codes are a thing of the past, but QR codes featured on print media are a great way to merge between physical and digital. Clients can use a digital device to scan the code in order to take them to an online website or video link. The links should directly demonstrate a product or service you provide. There’s only so much of a story that marketing collateral can tell, so provide your customers with instant links to online visuals. This can open up ways of getting your message across in a lot more detail.

7- Think about your print materials

Considering the type of paper to use for each collateral is vital. A paper with a rich appearance and feel adds great quality to your end product. Use a thick card for business cards and thinner coated paper for brochures or leaflets. And if you’re an eco-conscious brand, you might want to choose recyclable and eco friendly paper options. Your audience will be more enticed to read your print collateral if it looks like it’s been well thought out and fits in with your brands values and ethos.

If you have any tips of your own, feel free to share them in the comment box below. And, if you’re looking for help creating your own collateral, please do not hesitate to get in touch via this contact form.

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