The power of branded collateral: Don’t shoot an airball

By Jason Keese, Chief Content Officer

A few years ago, another company dropped off some fun branded collateral items to celebrate March Madness. Among them was a tiny foam basketball. To this day, I still play with that ball—bouncing it around the office, tossing it against the wall during brainstorming sessions and using it as a stress reliever.

There’s just one problem. I have absolutely no idea who gave it to me.

That ball has been in my hands for two years, yet the company that provided it missed a massive opportunity: they didn’t put their logo on it. If they had, their brand would have been right in front of me. Every. Day. Instead, their investment in collateral became a wasted marketing effort. 

Why branded collateral matters

Great promotional items aren’t just about the novelty factor—they should be strategically designed to keep your brand top of mind. When done right, branded collateral:

Builds brand recognition – Every time someone picks up your item, they should see your logo and instantly connect it with your company.

Creates long-term exposure – A useful or fun item can last for years, serving as a constant reminder of your brand.

Engages your audience – The best promotional items encourage interaction, turning passive recipients into active brand ambassadors.l

The lesson: Brand everything!

The foam basketball I’ve been playing with is a perfect example of an almost perfect marketing move. It’s engaging, useful and long-lasting—but without branding, it’s an anonymous gift. If you’re investing in promotional items, make sure they work for you.

Constellation Collective is a full-service marketing agency and one of our specialties is branded collateral that leaves a lasting impression. Let’s make your marketing work smarter. Contact us today to create promotional items that keep your brand in play.