Marketing collateral is traditionally associated with print products such as business cards, flyers, sales presentation materials, and the like. In today’s business world, though, marketing collateral includes both print and digital assets. Having the right mix of marketing materials from the outset will help your small business in the long run, as you’ll be well equipped to handle nearly anything that comes your way.
If you’re starting a small business or re-evaluating your marketing collateral needs, ensure these essential items top your list.
Mission statement
Starting a small business comes from a passion or need to fill a hole in the marketplace. However, knowing how to market and differentiate your business from the competition takes something extra; this is where a mission statement comes into play. A mission statement is “a written declaration of an organization’s core purpose and focus that normally remains unchanged over time.”
While a mission statement seems easy enough to craft in theory, it takes some thought to craft a distinctive and memorable one. Feeling uncertain where to start? Follow these five-step guide to writing a mission statement and you’ll be well on your way. Once your mission statement is finalized, share it with your stakeholders and position it prominently in your workspace, so you’re continually reminded of why you’re starting this business.
By developing a thorough mission statement, your small business will be better able to position itself in the most authentic sense throughout its lifecycle. Your mission statement will inform every other piece of marketing collateral you have, so it is prudent to have it finalized before designing anything else.
Logo
With your mission statement firmly in place, it’s time to design your brand identity. Every business needs a visual representation of itself, and that typically starts with a logo. Designing a logo that speaks to the mission and values of your business is a way to convey your brand’s personality and create awareness.
Think of the most iconic logos (i.e. Coca-Cola, Apple, FedEx). They garner immediate recognition and are simple in design, yet portray their brand’s individuality. Your choice of fonts, colors, graphics, and general feel (modern, classic, artistic, etc.) help bring your business to life through your logo. When starting a small business, consider your unique selling proposition and other components of your business identity. Incorporate these elements into your logo design to create a recognizable image.
Your logo is often a potential customer’s first interaction with your business, so it needs to make the right impression. Having a logo that speaks to your core values will contribute to your brand equity as your business grows.
If design is outside of your comfort zone, you can use our logo maker tool or work with a designer to develop your business logo.
Business cards
A business card was probably the first piece of marketing collateral you thought of when starting your new business, and rightfully so. Business cards remain an integral marketing…