Understanding  Collateral Materials

Collateral materials refer to the promotional materials created by a business to support its sales and marketing efforts. These materials can take on many forms, from pamphlets and brochures to website graphics, email newsletters, and more. In this post, we'll answer some of the most common questions about collateral materials and how they impact your brand.

What is Sales Collateral?

Sales collateral is a collection of printed or digital materials that businesses use to promote their products or services. This includes brochures, flyers, catalogs, presentations, case studies, testimonials, whitepapers, and more. Companies use these materials to catch the attention of potential clients and convince them to buy their offerings.

Why are Brand Guidelines Important for Collateral Materials?

Brand guidelines ensure consistency in all aspects of a company's visual representation. They dictate the correct colors, fonts, imagery style that should be used in all promotional content. Guidelines create a cohesive look across all collateral material mediums both in print and digital formats. This ensures easy visual identification for customers.

What Types of Printed Materials Are Used as Collateral?

Printed Materials are any promotional items that are tangibly printed on paper or another surface medium such as fabric or plastic like business cards, postcards or stickers. Brochures can be folded in many ways such as tri-fold giving them flexibility in design options for companies.

How Do Digital Design Impact Collateral Material Creation?

Digital Design plays an important role in enhancing the appeal of print collateral. Graphic designers work with online software programs that allow them to create visually striking designs for print media which could include brochures/posters filled with captivating visuals that will capture customer's attention.

What is Brand Identity & Its Connection With Collateral Materials?

A brand identity refers to the combination of visual elements such as colors logo’s and text. It establishes trademark recognition consumers associate with when seeing company information or buying branded products/services. Well-executed collateral is necessary for promoting any business's brand identity accurately.

How Should Companies Select the Best Marketing Channels for Their Collateral Material Distribution?

To reach your target audience effectively an understanding of where they spend their time online/offline is key so companies need being aware of the demographic they’re trying to target before choosing distribution channels hence creating correctly tailored pieces specifically crafted according to audiences' needs with marketing methods geared towards reaching them are most impactful.


  1. "Graphics Standards Manual' - by New York City Transit Authority (ebook)
  2. "The Power of Broke: How Empty Pockets and a Tight Budget Can Lead You To Success" - by Daymond John (book)
  3. "Goodbye Helvetica: Changes in Sales Brochure Typography From Past Decades" - By Creative Agency (ebook)
  4. "Designing With Type", Fifth Edition: The Essential Guide To Typography -by James Craig (book)
    5 . **"The Strategy Collective’s Guide To Creating Compelling Proposals And Tenders " - by Strategem & Strategy Collective (ebook).

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