Brand Collateral: The Art of Creating Brand Expressions
In a world where brand interactions are fleeting, we introduce the concept of 'brand expressions'—a more dynamic and personal way to engage customers and leave a lasting impression through creatively designed, tangible items.
We’re going to introduce a new term to you, something we’re calling ‘brand expressions.’
In the branding world, we often hear the term ‘brand collateral’ thrown around a lot, which refers to the collection of tangible materials and media created to support and communicate a brand’s identity.
We’ve never loved that term, so with making the switch to ‘brand expressions’, we’ve redefined the concept and reimagined it to encompass a more dynamic and immersive range of experiences that embody the brand’s essence.
And today we’re outlining some ideas for takeaway brand expressions that are tangible extensions of a brand’s identity and can serve as reminders of the brand experience. They are not merely promotional items but are imbued with the brand’s essence, designed to resonate with the brand’s values, aesthetics, and personality.
Brand Expressions Can…
Extend the Brand Experience
They carry the brand beyond its primary point of interaction into the daily lives of customers, making the brand presence felt in a more personal and lasting way.
Enhance Brand Recall
Physical items that are used in everyday contexts help keep the brand top of mind, reinforcing brand recognition and recall.
Express Brand Personality
Through thoughtful design and messaging, these items can communicate the brand's personality, whether it be sophisticated, playful, eco-conscious, or any other trait.
Create Emotional Connections
Well-designed branded items can evoke emotions and create a deeper connection with the brand, especially if they are useful, beautiful, or unique.
Encourage Shareable Moments
Unique or high-quality branded items can become conversation starters, encouraging word-of-mouth promotion as people use or display them in social settings.
01
Coasters
Why We Like It
A fun, easy takeaway item that’s easy to produce at a low cost, they’re not only functional, but a cute little photo moment that pairs well with your (brand-aligned) drink of choice and is easy to take home.
Who It’s For
Ideal for hospitality experiences like Airbnbs, hotels, restaurants, bars, and cafés, or as an accompaniment to a beverage brand.
What to Consider
Think beyond just the logo and consider adding a word, quote, or tagline that will resonate with your ideal audience. Also, don’t forget to use your brand colors and typography, and any other visuals, like icons, imagery, or patterns.
02
Custom Folders
Why We Like It
Endless customization options, and a great way to create a branded moment that can contain other printed material, like invoices, client info, welcome guides, etc. Also—switch out the inside content super easily, so it has longevity!
Who It’s For
Anyone who has printed information you want to share with your clients. We like them as an accompaniment to online orders, as a takeaway from an in-person session, or at a boutique rental.
What to Consider
You can get creative with size, shape, and paper type which makes this a unique piece, and the layering options add interest. Think about what’s going inside and how that’ll show through, and the tactile quality and overall experience of opening.
03
Tote Bags
Why We Like It
Not only functional, they become an accessory, so there’s lots of exposure opportunity if you play it right and you have loyal customers who love to style them. Also—think limited edition!
Who It’s For
Pretty much anyone who has a lifestyle component to their brand, honestly. There are so many different ways to design them, so get creative with how it can play into your brand story.
What to Consider
As with any of these, you have options in terms of shape, size, colors, and key details like including inner pockets, zippers, etc. But don’t just stick your logo on it—brainstorm ideas for brand-aligned graphics that people will be excited to tote around.
A Few Final Thoughts
Align with Your Audience
Ensure your brand expressions resonate with your clients or audience by reflecting their lifestyle and seamlessly integrating into their daily lives. It's crucial that these expressions feel natural and relevant to them.
Inspire Engagement and Value
Strive to create items that your audience is excited to keep and use. Whether it's through practical utility or as a source of inspiration and memory, the goal is to forge a deeper connection that extends beyond the initial interaction.
Elevate Beyond Merchandise
Let’s redefine the idea of merch by moving away from the notion of mass-produced, logo-heavy items that lack personal touch or utility. Aim for thoughtful, quality expressions that truly represent your brand's essence and values.