Your Brand Collateral is the collection of materials and media used to create awareness of and promote your business. Shared by your business development team, it is strategically used to support your sales and marketing efforts, and may be managed through your annual marketing calendar. It speaks for your construction company brand, because it’s designed congruently with the brand’s core values and personality. These marketing tools are intended to make the sales effort easier and more effective by communicating your value proposition and brand promise.
A sampling of collateral materials include:
- Stationery Kit (business cards, letterhead, envelopes)
- SOQ (Statement of Qualification)
- Promotional items
- Printed & Digital Brochures
- Social media graphics
- Site Signs
- Direct Mail
- Vehicle Wraps
- Advertising Creative
- Tradeshow Displays, Exhibition Stands & Graphics, Signage
- Branded PowerPoint
All of these items should be designed with a specific objective or strategy in mind. They make up the tactical material of your brand marketing toolkit that will be used to achieve your business development goals. Your collateral materials are often the first impression prospective customers get of your product or service, and first impressions really count in a crowded Bid. Poorly executed design of brand collateral can do as much damage as professionally designed solutions can do to enhance the perceived value of your offering and increase sales.