The Sticky Brand
Imagine a world without creative design. Shock, horror! I hear the screams now.
What comes to mind? It would be just people talking to people - what?! Having word-of-mouth? Gift of the gab?
Let’s face it, creating a brand and brand awareness solely verbally, would be boring, right?! I can just think about all those introverts saying nooooooo!
Just like peanut butter and jelly, collateral design and marketing go hand in hand.
So what type of collateral should I use?
Great question! Thinking about collateral should be something that you curate with your clients in mind - not just creating for the sake of it or because you like it.
So this example comes to mind…
I recently worked with Jess from ‘The Freestyle Dance Co.’ They are a freestyle and hip hop dance school and community for kids and youth locally in Perth, Western Australia, and have been dancing for some years.
Jess came to me to create a brand identity for The Freestyle Dance Co. We worked together through the process of developing concepts and designing her logo, brand elements, colours, and typography which evolved into a style guide. We refined it to reflect the target audience and to ensure that it’s not too feminine that boys would not want to join. We considered the colour palette and other aspects to make it more unisex.
So in this instance, I designed some sticker collateral for Jess’ target audience of kids, parents, schools, and councils.
We ended up printing the stickers from OZ Sticker Printing.
They are based in Melbourne and provide personalised product packaging with excellent quality stickers and labels. They have stickers available in a wide range of paper, vinyl, and special sticker materials at a cost-efficient price. They were very responsive in confirming the artwork, and prompt delivery of the stickers.
In addition, they print swing tags and business cards both standard and premium versions.
What’s so great about collateral?
Collateral makes marketing interesting and memorable. Things that stand out get remembered; a bull in a china shop, a fish out of the water, or a bucket full of green apples we'll remember the red one. This is known as the Von Restorff Effect. When you are memorable, it boosts your chances of customers choosing to buy from you over your competitor.
Not only does the collateral design make something look good but it also holds the power to influence a brand message, while evoking certain feelings amongst a target audience.
Have you considered the different stages of the buyer's journey in regards to collateral?
Consider the different stages of the buyer’s journey. When prospective clients or customers are deciding to buy, they consider your company as a whole, not just what’s for sale. Creating thoughtful design collateral is one way to help make your audience understand the benefit and the woo affect on them and their audience!
The buyer's journey is a ‘lil’ bit spesh’, plus everyone goes through it. It will help you attract, engage and delight your customers: you meet them where they are at and provide the guidance and value that they are seeking just at the right time.
It’s like a true BFF (best friend forever) who drives all the way to see you just to give you the right advice, they literally go the extra mile to help you and provide you with what you need to hear at the time.
Stay classy!
Bite-size takeaways…
Collateral design and marketing go hand in hand, like peanut butter and jelly.
Have in mind your customers and target market when producing collateral.
Collateral design can make you stand out and be memorable. Using the Von Restorff Effect.
Consider the impact design collateral can have within the buyer’s journey.
If you want to get some advice for your collateral and how to best communicate your brand then contact me through the following form and I would love to help you.
Also, to get customised stickers or business cards printed go to ozstickerprinting.com
