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what's up brand builders Stephen Harahan here at brownmasteracademy.com and in this video you're going to learn 12 marketing collateral types for each stage of the funnel so you can engage your target audience with branded collateral at each stage of the buyer's journey and design a consistent experience to boost brand recognition recall and awareness all at once so before diving in let's define what we mean by brand collateral it encompasses all of the physical and digital assets that support and promote your company's brand identity such as business cards letterheads infographics and even email signatures so why is Brian collateral so important well in a nutshell First Impressions matter and brand collateral plays a critical role in making that first impression count it also helps to build brand awareness increase brand recognition and maintain your brand identity plus it Fosters trust and loyalty in your audience as well and look all of this is pretty pretty relatable really is people were quick to judge other people and the same goes for Brands cohesive and Polished brand collateral can help you to make an unforgettable first impression setting the tone for a long lasting relationship with potential customers and look consistency is the key if your brand were a person they would have a distinct personality style and voice inconsistencies just don't sit right and just like it would be jarring if your friends started to act completely differently the same is true for Brands consistent brand collateral like logos fonts and color schemes ensures that your brand is always recognizable across all marketing collateral reinforcing your brand identity and making your audience feel safe with these iconic features brand collateral helps you to build trust as well when your brand collateral looks professional and it looks cohesive it sends a message that you're a credible brand and that you do things consistently and if you do things consistently on a visual basis and you put your collateral forward consistently it just sends a message that you're a brand who trusts in what it's doing and what it believes in and look all of this credibility is banked and it makes the brand more appealing and it helps to build trust with your audience as they feel reassured that your brand is authentic and it's not going to disappear overnight the other point is differentiation in a sea of competitors how do you stand out unique and well-crafted brand collateral can help you to differentiate your brand from the rest giving you that edge that you need to capture your audience's attention at the end of the day if your brand looks and feels like every other brand you're just going to blend in customer experience is also a massive consideration when it comes to building a brand when your visuals and your messaging and your overall Vibe are in sync then you create a seamless and enjoyable experience for your customers making them more likely to stick around and to recommend you to other people as well and look you might have heard me say it before but I'll say it again at the end of the day building a brand is all about building trust trust leads to that Equity if your audience trusts you then they're more likely to do business with you they're more likely to come back to you time and again and just like any relationship trust is the foundation that that relationship is built on okay so with all that pre-framing out of the way let's get stuck into some of the meat and bones let's have a look at the difference between traditional brand collateral and digital brand collateral now while traditional brand collateral like print ads and catalogs still have their place in brand strategy digital brand collateral are increasingly prevalent think about social media Graphics email marketing templates and web design as well all types of collaterals play a significant role in a well-rounded brand and marketing strategy now look because there are different environments that you will meet and greet your audience in different touch points along the customer Journey there are different environments that you need brand collateral for therefore you need different brand collateral for those different environments your brand collateral should cater to customers at every stage of the buyer's Journey the same piece of brand collateral that you'll share with your customer in the awareness stage wouldn't necessarily work for a customer close to making a purchase and vice versa so now that we've discussed why brand collateral is so important and the different types of collateral that are available to you let's dive into how brand collateral differs at each stage of the buyer's Journey stage one awareness now on this stage you're reaching out to potential clients and showcasing your brand strategy the target audience may not even know that your brand exists at this stage and this is where you need to create that great first impression and make your brand memorable the brand collateral used at this stage includes social media Graphics to boost your Brand's online presence with captive dating visuals that attract attention and that help to differentiate your brand compelling visuals can drive engagement and leave a long lasting impression especially in the space where countless other brands are vying for that attention next up is blog posts now blog posts or content Marketing in general is a really really good way to educate your clients on how to overcome the challenges that they have but if your clients come back to you time and again and your blog posts are unstructured or if they're inconsistent or they don't really present very well it doesn't look favorable on your brand if on the other hand you have a consistent structure within your blog post and you have consistent visuals time and again and assets that act as a cohesive guide for your audience then it's going to lean into that consistent experience infographics or Graphics in general help you to simplify complex data and tell compelling stories through visually appealing Graphics these bite-sized chunks of information and this video dual content that really do help your audience to understand complex ideas and to remember key information and that builds that positive association with your brand as well so where possible use those Graphics to help support your message next up is video content now today video is pretty much par for the course many brands use video to either promote their products and services or to offer helpful content to help their clients to overcome challenges whatever you decide to do with video again make sure that that experience is consistent if you have brand identity Graphics that you use throughout your blog posts or your infographics bring them into your video content as well and keep that consistent and keep that flow going from one touch point to the next stage two is consideration now in this stage potential customers are aware of your product offering but are still in the consideration phase and they're still looking at other Alternatives as well in this context you need to offer collateral that pushes potential customers towards your brand over the competition the brand collateral to use at this stage include case studies so showcasing your real life success stories to demonstrate your Effectiveness this really does help to promote your products and services and help to win the trust of your potential customers white papers offer in-depth authoritative insights into industry Trends and challenges positioning your brand as a thought leader and a problem solver ahead of the curve testimonials are also a great way to really get your customers over the line so highlight the positive experiences that your brand regularly delivers for other customers product comparisons are a great way to highlight your advantage over your competition so Empower your prospects to make informed Decisions by highlighting your offerings unique features and benefits compared to the alternative brands webinars are another great way to engage and educate and build relationships with your audience through live interactive presentations that demonstrate your Brand's expertise and value as well stage three is the decision phase now in this stage it's all about getting potential customers over the line to choose your brand so provide pricing details contact information and comparisons that help your customers to make informed choices at this crucial step the brand collateral to include at this stage include pricing information so clearly and concisely communicate your products value proposition so don't over complicate things here make it easy for potential customers to see precisely what they need to pay for you to help them and give them that Clarity make sure it's an easy decision for them detailed product specifications are also a really good way to lift the cloud and to give them that Clarity so provide comprehensive and transparent information about your products or Services help the prospects to evaluate their suitability next up are sales presentations or pitch decks Captivate and persuade your audience with visually appealing concise and informative branding presentations they really do highlight your Brand's unique selling points and again going back to the graphics from your visual identity bringing those elements into your presentations or your pitch decks will really provide that consistent experience free trials or demos are a great way to give your customers or your prospects a first-hand experience as to what it's like on the other side of the fence to show them that you know it's not all about the marketing it's not all about the sales on the other side of the fence the consistent experience continues right throughout the journey so making sure that they come over the other side with a seamless transition and they experience your products or Services firsthand and they can see that consistency is really good way to get them over the line and stage number four is loyalty the game's not over once a customer has made the purchase really it's only started a successful brand cultivates brand loyalty and those customers returning are a key to that brand being successful so keep customers coming back for more offer exclusive content coupons and engaging email marketing campaigns to maintain that interest and satisfaction the brand collateral to use at this stage include email marketing campaigns so once you've gained a customer keep them engaged with personalized information and targeted email communication that offer value and highlight promotions as well special promotions or coupons so entice customers with irresistible deals and incentives fueling sales and increasing brand loyalty exclusive content for subscribers reward your most loyal fans with premium content fostering a sense of exclusivity depending on your connection with the brand and then you have surveys and feedback opportunities so encourage customer input and improve your products and services by demonstrating that you really do value their opinions and experiences if your surveys at the end of the customer Journey look exactly the same as the very first touch point it closes the loop on that entire visual experience now look at the end end of the day it's not your brand collateral that is going to make or break your brand it is the strategy that sets the foundation for what your brand is what it means what it's going to say how it's going to show up but make no mistake your brand collateral and your marketing collateral are often the first touch points and are the visual touch points along the customer journey and if they are not in sync if they are not consistent it completely disrupts that entire experience no brand collateral will not make or break your brand but it certainly does play an important role in bringing your customers along the journey and making them feel safe to do business with you now if you want to dive deeper into brand strategy then this video here will help you out but before you click it if you want to become a master of brand make sure you hit the like And subscribe to get notified when we release new videos just like this until next time Brian like a master and I'll see you in the next video [Music] foreign