- \n
- Marketing collateral<\/b> is all brand material designed to guide customers from awareness to conversion.<\/li>\n
- Today\u2019s marketing collateral includes both print and digital formats<\/b>, from brochures and packaging to e-books, case studies and presentations.<\/li>\n
- The most effective marketing collateral types<\/b> work together across the buyer journey rather than existing as standalone pieces.<\/li>\n
- Small businesses don\u2019t need everything. <\/b>Creating the right few assets first can deliver the biggest impact.<\/li>\n<\/ul>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
\n \n\n\n\n Want to create consistent, on-brand marketing collateral? <\/div>\n\n\n Explore VistaPrint templates and formats to bring your brand to life. <\/div>\n <\/div>\n\n\n \n\n Browse marketing collateral<\/a>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1771415667\/ideas-and-advice-prod\/blogadmin\/bright-orange\/bright-orange.jpg?_i=AA\")
<\/figure>\n\n\n\nWhat is marketing collateral?<\/h2>\n\n\n\n
Marketing collateral is the branded, customer-facing content and design assets that a business uses to support marketing and sales.<\/strong> Using a practical marketing collateral definition, it\u2019s the stuff that makes your brand feel real and recognizable across touchpoints \u2013 online, in person and after someone has shown interest.<\/p>\n\n\n\n
Marketing collateral vs. marketing materials: what\u2019s the difference?<\/h3>\n\n\n\n
Marketing collateral is usually built to support a specific stage of the buyer journey (for example, building trust in consideration or reducing friction at conversion). Marketing materials is a broader umbrella that can include collateral as well as more campaign-led items like ads, seasonal promotions and short-term announcements. In practice, small businesses use both together. But collateral is often what customers keep, refer back to or use to evaluate your brand.<\/p>\n\n\n\n
Where does content marketing fit?<\/h3>\n\n\n\n
Content marketing focuses on attracting and educating an audience over time (think blog posts, videos, newsletters). Some content marketing can become marketing collateral when it\u2019s packaged for decision-making or sales enablement. For example, turning a popular blog topic into a downloadable guide, checklist or e-book.<\/p>\n\n\n\n
The 3 marketing collateral types<\/h2>\n\n\n\n
Rather than thinking about marketing collateral as a long checklist of individual items, it\u2019s more useful to group it by format and intent. Different marketing collateral types play different roles depending on how customers interact with your business: online, in person or during the decision-making process.<\/p>\n\n\n\n
The sections below break marketing collateral into three practical categories: physical, digital and sales enablement. Together, these show how each group supports the buyer journey.<\/p>\n\n\n\n
![\"infographic](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_948,h_1024,c_scale\/f_auto,q_auto\/v1771415575\/ideas-and-advice-prod\/blogadmin\/Marketing-Collateral-Infographic\/Marketing-Collateral-Infographic.jpg?_i=AA\")
<\/figure>\n\n\n\nPhysical marketing collateral (print and in-person)<\/h3>\n\n\n\n
Physical marketing collateral includes anything tangible that makes your brand recognizable in the real world. These assets are especially valuable for local businesses, events, retail environments and any situation where customers interact with your brand face to face. This type of collateral often forms the first physical impression of your business and helps reinforce trust, professionalism and brand recall long after an interaction has ended.<\/p>\n\n\n\n
Common examples of physical marketing collateral include: <\/p>\n\n\n\n
- \n
- Business cards<\/li>\n\n\n\n
- Flyers<\/li>\n\n\n\n
- Brochures<\/li>\n\n\n\n
- Booklets that introduce your services<\/li>\n\n\n\n
- Branded stationery such as letterheads, envelopes<\/li>\n\n\n\n
- Banners and signage<\/li>\n\n\n\n
- Packaging including well-designed boxes, labels and inserts<\/li>\n\n\n\n
- Stickers and labels<\/a><\/li>\n\n\n\n
- Branded swag<\/li>\n<\/ul>\n\n\n\n
Physical marketing collateral works best when it\u2019s intentional. Rather than producing everything at once, small businesses often see better results by focusing on a few high-impact pieces that align with how and where customers encounter the brand. For more inspiration, read our guide to print marketing materials for small businesses<\/a>.<\/p>\n\n\n\n
\n \n\n\n\n\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1771415653\/ideas-and-advice-prod\/blogadmin\/multicolored-hanging-card\/multicolored-hanging-card.jpg?_i=AA\")
<\/div>\n \n <\/div>\n \n\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1771415697\/ideas-and-advice-prod\/blogadmin\/blue-food-card\/blue-food-card.jpg?_i=AA\")
<\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n![\"Print](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_768,h_768,c_fill,g_auto\/f_auto,q_auto\/v1771415593\/ideas-and-advice-prod\/blogadmin\/red-pink-flyer\/red-pink-flyer.jpg?_i=AA\")
<\/figure>\n<\/div>\n\n\nDigital marketing collateral (web and shareable assets)<\/h3>\n\n\n\n
Digital marketing collateral covers branded assets that people view, download or share online. These assets are often the most visible and frequently used forms of collateral, especially for service-based or digital-first businesses. <\/p>\n\n\n\n
This type of collateral helps customers learn, evaluate and stay engaged, particularly when they\u2019re not ready to buy immediately. It also allows businesses to maintain a consistent brand presence across multiple channels without relying on one-off promotions.<\/p>\n\n\n\n
Examples of digital marketing collateral include:<\/p>\n\n\n\n
- \n
- Website pages and landing pages<\/li>\n\n\n\n
- Social media profiles<\/li>\n\n\n\n
- Reusable digital templates\u00a0<\/li>\n\n\n\n
- Branded email templates and signatures<\/li>\n\n\n\n
- Downloadable assets such as guides, e-books and checklists\u00a0<\/li>\n\n\n\n
- Presentations and one-pagers used in pitches or proposals<\/li>\n\n\n\n
- A brand book including your brand logo, colors, fonts and other design specs<\/li>\n<\/ul>\n\n\n\n
Effective digital marketing collateral is designed to be reused, updated and shared across channels, making it a scalable way for small businesses to support marketing and sales without starting from scratch each time.<\/p>\n\n\n\n
\n \n\n\n\n\n![\"digital](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_960,h_600,c_scale\/f_auto,q_auto\/v1771415643\/ideas-and-advice-prod\/blogadmin\/women-gym-site\/women-gym-site.jpg?_i=AA\")
<\/div>\n \n <\/div>\n \n\n![\"hands](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_424,c_scale\/f_auto,q_auto\/v1771415600\/ideas-and-advice-prod\/blogadmin\/typing-laptop\/typing-laptop.jpg?_i=AA\")
<\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\nSales enablement collateral (used to close and retain)<\/h3>\n\n\n\n
Sales enablement collateral is designed to support decisions, reduce any perceived risk and help a customer feel confident saying \u201cyes.\u201d It often appears later in the buyer journey, when someone is actively comparing options or considering a purchase.<\/p>\n\n\n\n
This type of marketing collateral focuses less on awareness and more on proof, clarity and reassurance. It helps answer questions like \u201cIs this right for me?\u201d and \u201cCan I trust this business?\u201d<\/p>\n\n\n\n
Common examples include:<\/p>\n\n\n\n
- \n
- Testimonials and reviews that show real customer experiences<\/li>\n\n\n\n
- Case studies that demonstrate how a specific problem was solved<\/li>\n\n\n\n
- Product or service one-pagers\u00a0<\/li>\n\n\n\n
- Pricing sheets and FAQs\u00a0<\/li>\n\n\n\n
- Sales presentations and proposal decks<\/li>\n<\/ul>\n\n\n\n
When used well, sales enablement collateral doesn\u2019t feel overly salesy. Instead, it supports informed decision-making and helps customers move forward with confidence.<\/p>\n\n\n\n
\n \n\n\n\n\n![\"a](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1771415631\/ideas-and-advice-prod\/blogadmin\/dog-walking-flyer_464621fd57\/dog-walking-flyer_464621fd57.jpg?_i=AA\")
<\/div>\n \n <\/div>\n \n\n![\"well-designed](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_740,h_600,c_scale\/f_auto,q_auto\/v1771415683\/ideas-and-advice-prod\/blogadmin\/yellow-flyer-orange\/yellow-flyer-orange.jpg?_i=AA\")
<\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\nWhy is marketing collateral important? <\/h2>\n\n\n\n
Marketing collateral matters because it creates consistency and confidence as people move from discovering you to choosing you.<\/strong> Instead of treating each asset as a standalone item, it helps to think of marketing collateral as a connected system that supports the buyer journey.<\/p>\n\n\n\n
Without marketing collateral, your marketing materials can feel disconnected or incomplete. Imagine you run a dog-walking service and advertise with locally targeted social media ads. If people click through and can\u2019t find a credible website or consistent social profile, the interest drops. If they do enquire but you have no business card, branded quote template or clear service overview, it can feel harder to trust you \u2013 even if you\u2019re great at what you do.<\/p>\n\n\n\n
If you\u2019re a newer business owner or have limited resources, focus on a small set of high-impact marketing collateral types rather than trying to create everything at once. Well-designed, intentional assets will always outperform a large volume of inconsistent ones. Think about the kinds of marketing collateral that make the most sense for your brand and audience, for example branded gym water bottles if you\u2019re a personal trainer.<\/p>\n\n\n\n
![\"Branded](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_683,c_scale\/f_auto,q_auto\/v1771415616\/ideas-and-advice-prod\/blogadmin\/fruit-print-bottle\/fruit-print-bottle.jpg?_i=AA\")
<\/figure>\n\n\n\nMarketing collateral across the buyer journey<\/h2>\n\n\n\n
1. Awareness:<\/strong> Help people recognize you<\/h3>\n\n\n\n
At the awareness stage, marketing collateral helps people notice your brand and remember it later. This is where recognizable visuals do the heavy lifting: your logo, color palette, social templates, signage and even packaging. A consistent Instagram grid and a simple, on-brand banner at a local event make it easier for someone to connect the dots when they see you again online, for example.<\/p>\n\n\n\n
2. Consideration:<\/strong> Build trust and reduce doubt<\/h3>\n\n\n\n
During consideration, marketing collateral helps potential customers evaluate you quickly and feel reassured they\u2019re making a smart choice. This is where proof and clarity matter \u2013 testimonials, case studies, a polished website, a capability deck or a brochure that answers common questions. For example, a one-page services overview plus a short case study can show what you do and what results look like without sounding overly salesy.<\/p>\n\n\n\n
3. Conversion:<\/strong> Make it easy to say \u201cyes\u201d<\/h3>\n\n\n\n
At conversion, marketing collateral removes friction and supports action. A focused landing page, branded email template, proposal deck or even a well-designed flyer with a QR code can guide someone to book, buy or enquire. You\u2019re more likely to convert visitors into buyers with a landing page built for one service (with FAQs and a clear call to action) than a general homepage.<\/p>\n\n\n\n
4. Retention:<\/strong> Keep customers<\/h3>\n\n\n\n
Just because you have made a sale doesn\u2019t mean your customer is guaranteed to buy again. Use marketing collateral to reinforce your relationship with your customers like branded swag or thank-you cards. This helps customers feel more connected to your brand, so make the most of swag with an item they\u2019re likely to use repeatedly. For example, a branded pen is more likely to be used by customers in a corporate environment.<\/p>\n\n\n\n
Buyer stage<\/strong><\/td> Goal<\/strong><\/td> Marketing collateral examples<\/strong><\/td><\/tr> Awareness<\/td> Build recognition<\/td> Logos, social media templates, stickers, banners<\/td><\/tr> Consideration<\/td> Build trust<\/td> Case studies, testimonials, brochures, presentations<\/td><\/tr> Conversion<\/td> Drive action<\/td> Landing pages, sales decks, packaging, email templates<\/td><\/tr> Retention<\/td> Reinforce brand<\/td> Thank-you cards, onboarding guides, branded swag<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n ![\"a](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1771415690\/ideas-and-advice-prod\/blogadmin\/pot-branded-pens\/pot-branded-pens.jpg?_i=AA\")
<\/figure>\n\n\n\n\n \n\n\n Tip <\/div>\n\nLearn more about marketing materials for your small business with our article on 14 essential marketing materials<\/a>.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
Tips for creating marketing collateral<\/h2>\n\n\n\n
The following tips can help you design marketing collateral that\u2019s both aesthetically pleasing and connects with your target audience effectively.<\/p>\n\n\n\n
Play with trends<\/h3>\n\n\n\n
- Branded swag<\/li>\n<\/ul>\n\n\n\n
- Today\u2019s marketing collateral includes both print and digital formats<\/b>, from brochures and packaging to e-books, case studies and presentations.<\/li>\n
![\"a](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1771415676\/ideas-and-advice-prod\/blogadmin\/red-banner-lettering\/red-banner-lettering.jpg?_i=AA\")
<\/figure>\n\n\n\n![\"logo](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_424,c_scale\/f_auto,q_auto\/v1771415660\/ideas-and-advice-prod\/blogadmin\/palette-of-purples\/palette-of-purples.jpg?_i=AA\")
<\/figure>\n\n\n\n![\"green](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_683,c_scale\/f_auto,q_auto\/v1771415622\/ideas-and-advice-prod\/blogadmin\/green-shelf-product\/green-shelf-product.jpeg?_i=AA\")
<\/figure>\n\n\n\n