Designing Marketing Collateral That Speaks To Your Ideal Client + Templates For Your Social Media Collateral

Hi, Lovely!

Can I just say how much I’ve loved these last few weeks where we’ve taken a deep dive into the design process? Design and branding for business rockstars is what lights me up, and it makes me so happy to share it with you!

If you’d like to catch up with us, it’s easy! Just take a peek at my previous posts in this series:

  • Learn all about why you need an inspiration board, and exactly how to make one.

  • Get a lesson in crafting a logo that captures your brand message in a powerful way.

  • Enjoy a crash-course in how to create a style guide for your brand.

All right, let’s keep it going with today’s mini-masterclass where I show you how to design marketing collateral that speaks to your ideal client.

Marketing collateral is the collection of media that serves as advertising for your brand.  This can include your website, videos, print brochures, email template design, business cards, media kits, or stationary like envelopes and letterhead. It should make your future clients and customers feel familiar with your brand.

When you’re creating marketing collateral for your business, there are some important things to keep in mind.

Ask yourself: what are the most distinctive and compelling aspects of your business?

Are you a writer who specializes in helping super-sassy brands deliver their message? Are you a virtual assistant with expertise in Infusionsoft? Are you a social media manager who has cracked the code and knows how to get tons of Facebook engagement for any business?

Whatever your main selling point is, keep it it simple, and keep it at the forefront of any marketing campaign!

Put yourself in your potential customer’s shoes.

If you want your marketing materials to be effective, start thinking about how your content flows, where your reader’s eye might be drawn as she looks it over, or even how long it takes to read an email you send out.

Think about what your prospective client might be doing when she picks up your business card, or gets handed a your brochure at an event.

Cater to your ideal clients living their real lives.

If you really want to dig deep, you could send out a survey to your audience and ask them about their preferences and habits when it comes to receiving content and communication from you.

Develop different versions of your logo.

Each type of collateral has a different purpose. For example, you might hand out business cards to fellow entrepreneurs at networking events, while your website’s services page will cater to the yoga studios you’re looking to take on as social media clients. You might need slightly different logos for these two very different settings.

Or your website logo might not work as well on business-sized envelopes, so you’ll need to adapt it.

Your logo should stay pretty consistent across these separate collateral pieces, but you should also consider creating alternative logos that work best for the different environments where you’ll promote your business.

Combine print and digital collateral.

This is such an exciting opportunity that many brands miss! Your website address or QR code can be printed on brochures, business cards, and other print media. You’ll use the various types of collateral to target your ideal clients in different settings, but you can always lead them back to the same place.

Sharing is caring—so make it easy!

The most enthusiastic clients who’ll come your way will likely be through referrals. When a friend recommends something or someone, people listen! So make every post, email, business card, or graphic very easy to share on social media or pass along to someone else. Make it an appealing option for someone to recommend you!

Your brand has its own personality and traits that make it distinctive.

When it’s genuine, it can adapt to any situation where you’ll find your ideal client. Now, you’ll have your marketing collateral ready to meet them right where they are! :)

To an authentic and adaptable brand,


PS: Where does your ideal client like to connect with you? Social media? At conventions? When they read your newsletter? I’d love to hear about it in the comments!

Lauren BrownComment