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6 Pieces of Marketing Collateral That Can Help You Brand Your Business

By Jenna Bruce on Tue, Sep 06, 2016 @ 10:30 AM |


Printed marketing collateral should be the backbone of every branding effort, not only because it’s the most cost- and time-effective means of putting your message in front of your ideal customers, but also because it uniquely combines your message, company colors, font and logo.

Here are 6 pieces of printed marketing collateral that can help you brand your business.

Direct Mail

Direct mail campaigns have always been uniquely effective at placing your message in the exact right spot – directly into your prospects’ hands. Direct mail pieces can be anything from catalogs to flyers to postcards and sales letter packages.


The biggest benefit of direct mail campaigns are they keep your brand top of mind. This is done through direct mail repetition. Each mailing sent out acts as a reinforcer for subsequent mailings. Remember, direct mail isn’t a sprint, it’s a marathon, so don’t be discouraged if you get little response your first mailing – just keep at it.


Point-of-Sale (POS) DisplaysPoS.jpg

POS displays are a simple way to give your branding efforts a major boost. Try leaving a coupon book, brochure or even a menu by your cash register. These can then be picked up voluntarily by your customers and taken home or shared with loved ones.


Another effective way to use your POS collateral is to sponsor a charity through one of the local retail outlets that asks customers for a small donation. When someone donates, their name is placed on a cut-out and taped to the wall for every patron to see. Providing these printed cutouts is great exposure for your brand. You’ll not only get your company name and logo in front of people, but your brand will be seen as having good will, which could bring in more business.


Press Releases

So many business owners see press releases as a form of article marketing, but press releases are powerful branding tools. When your company news is printed, you gain third-party validation, plus the opportunity to reach new prospects. When submitting press releases, be sure to print them on letterhead before distributing them to the media.


Corporate Identity Package

These identity packages are usually the first thing business leaders think about when it comes to branding their business. While they lack the excitement of some other pieces of collateral, they offer a ton of repetition, which is what’s crucial to a successful campaign.


Your corporate identity package should include brochures, business cards, letterhead, envelopes, and presentation folders. What’s great is that every time you send any correspondence to customers, they will see your company’s branding efforts and your message will be reinforced.



While many people rely on digital apps to help them organize their time and life, a majority of people still use a decent ol’ fashioned calendar to keep them on schedule. It goes without saying that if you distribute free calendars to your customers, they are forced to be reminded of your brand every day all year long. Any time you can brand something that has an intrinsic value, like calendars, cups, pens and magnets (hint hint – there are some other great ideas), do so.



Question: what’s the easiest way to get your brand’s message in front of potentially thousands of new customers all at the same time? Banners. When your brand is one of the sponsors of a festival, rock concert or sporting event, you’re seen by a massive number of people. And when you make sure to sponsor events that target your ideal customers, that is a huge revenue potential.


I can hardly talk about print collateral’s effectiveness in branding campaigns without talking about the importance of using quality materials. Never skimp on your collateral. Always use high quality papers and inks that will leave a great impression and show customers and prospects you are professional.


Is there another piece of print collateral you use effectively that I didn’t list? Tell us about it.

Download the CMO's Guide to Integrating Print and Digital Media 

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