The Marketing Collateral Checklist: What Every Business Actually Needs

If you’ve ever searched “marketing collateral examples” and ended up with a list of 73 random assets (half of which you’ll never use), you’re not alone.

Most businesses don’t have a “collateral problem.” They have a prioritisation problem.

They’re either:

• creating too much stuff that doesn’t help sales, or
  
• missing the few assets that actually build trust and convert leads.
  

This guide gives you a practical, modern marketing collateral list—split into must-have vs nice-to-have, mapped to the customer journey, with real examples of what “good” looks like.

By the end, you’ll know:

• what collateral you need right now (based on your stage and business model)
  
• what to create next (in order)
  
• what to skip
  
• and how to keep it consistent without turning every asset into a new design project
  

What is marketing collateral?

Marketing collateral is any branded material used to communicate your offer, build trust, and help customers understand (and choose) your business—online or offline.

Think: websites, landing pages, one-pagers, case studies, brochures, decks, social templates, ads, and email assets.

Marketing collateral vs sales collateral (quick distinction)

• Marketing collateral: attracts attention and nurtures interest (top/mid funnel)
  
• Sales collateral: helps close deals (mid/bottom funnel)
  

In practice, they overlap heavily. What matters is whether an asset supports a real step in the buying journey.

The 3-Layer Collateral Stack (the simple system)

Most collateral lists fail because they treat everything as equal. It isn’t.

Use this framework instead:

Layer 1: Brand foundation (so everything looks consistent)

This is the “guardrails” layer. Without it, every asset becomes a one-off design job and your brand drifts over time.

Layer 2: Conversion assets (the revenue-critical stuff)

These are the pages and documents that directly influence leads, demos, and enquiries.

Layer 3: Distribution assets (keeps marketing moving)

These are the repeatable formats you use weekly/monthly—social, ads, email, events—built on top of the system.

If you build in this order, collateral becomes a compounding asset—not a never-ending task list.

Monthly design support (so your collateral stays consistent and shipped)

If you look at this checklist and think, “Yep… we need all of that, but we don’t have time to build it properly,” that’s exactly why monthly design support exists.

With monthly design support, you get:

• a consistent brand and template system
  
• new campaign assets shipped each month (ads, socials, one-pagers, decks)
  
• ongoing updates to keep collateral accurate and current
  
• someone making sure your brand doesn’t drift into chaos
  

If you want your collateral built (and maintained) without constant one-off projects,

Reach out

and ask about monthly design support.

The master marketing collateral checklist

Below is the practical marketing collateral list most businesses actually need—split into Must-have and Nice-to-have.

Must-have marketing collateral (for most businesses)

1) Logo package + basic usage rules

What it is: Your logo in the formats you’ll actually use.
What “good” includes:

• horizontal + stacked versions
  
• icon-only version (social/profile use)
  
• files: SVG + PDF + PNG (transparent) + EPS/AI if you do print
  

2) Mini brand kit (non-negotiable)

What it is: Your brand rules in a usable form.
What “good” includes:

• colour palette (HEX + RGB)
  
• typography rules (font pairing + sizes)
  
• spacing rules (basic do/don’t)
  
• image style guidance (photography/illustration direction)
  

This is what makes every future asset easier.

3) Website core pages (or a landing page system)

What it is: The pages that explain your offer and convert intent into enquiries.
Minimum set:

• homepage
  
• product/service pages
  
• about (with proof, not fluff)
  
• contact/CTA page
  
• FAQs (or embedded FAQs)
  

If your site is weak, no amount of “collateral” will save it.

4) Landing page template (for campaigns)

What it is: A repeatable layout for offers, ads, partnerships, and promotions.
What “good” includes:

• headline that states outcome
  
• proof (logos, testimonials, numbers)
  
• objections handled (FAQs)
  
• one clear CTA
  

5) Sales one-pager / capability statement

What it is: A short document that explains what you do and why you’re a safe choice.
What “good” includes:

• who you help + outcomes
  
• your offer (clear scope)
  
• credibility (logos, stats, examples)
  
• process (simple steps)
  
• CTA (book / enquire)
  

6) Case study template + 1–3 case studies

What it is: Proof that you can deliver results.
What “good” includes:

• problem → approach → outcome
  
• measurable results (even if simple)
  
• a quote/testimonial
  
• visuals/screenshots if relevant
  

If you don’t have case studies, you can’t “design your way” to trust.

7) Slide deck template (sales / pitch / workshops)

What it is: A deck format you can reuse without redesigning every time.
What “good” includes:

• consistent cover, section slides, content slides
  
• charts and comparison layouts
  
• proof slide layouts
  
• CTA / next steps slide
  

8) Proposal template (yes, it counts as collateral)

What it is: The document that often decides the deal.
What “good” includes:

• scope + deliverables + timeline
  
• proof + case studies
  
• clear pricing and terms
  
• next steps + signature-ready
  

9) Social templates (3–5 layouts, max)

What it is: A small set of templates used consistently.
What “good” includes:

• post styles: educational, proof, announcement, offer
  
• strict typography rules
  
• space for CTA and links
  

More templates ≠ better. Consistency wins.

10) Ad creative template system ​(if you run paid)

What it is: Repeatable formats for performance ads.
What “good” includes:

• 3–6 formats built around messaging angles
  
• clear hierarchy (hook → proof → CTA)
  
• variants for different placements (feed/story)
  

Nice-to-have marketing collateral (depends on your model)

• brochure / flyer (works for local + events)
  
• trade show kit (banners, booth signage, handouts)
  
• lead magnet (only if it supports a real funnel)
  
• explainer video graphics / motion templates
  
• recruitment pack (if hiring frequently)
  
• annual report / impact report (NFPs)
  
• brand story deck (for internal alignment and partnerships)
  
• investor deck (if fundraising)
  

Marketing collateral by funnel stage

This is where most businesses waste time—creating assets that don’t match the journey.

Awareness (people discovering you)

• social templates
  
• brand story page (or “why us” section)
  
• blog content that builds authority
  
• simple “how it works” visuals
  

Consideration (they’re comparing options)

• service/product pages
  
• one-pagers / capability statement
  
• comparisons (“us vs alternatives”)
  
• FAQs and objection-handling pages
  
• case studies
  

Decision (they’re choosing)

• proposal template
  
• pricing sheet / pricing page
  
• implementation/onboarding overview
  
• “what happens next” one-pager
  

Retention (keeping customers and expanding)

• onboarding materials
  
• customer comms templates
  
• product update graphics
  
• training resources
  
• referral assets (if you have a loop)
  

Marketing collateral examples (what “good” looks like)

Here are practical examples you can model.

Example 1: One-pager (capability statement)

A strong one-pager includes:

• headline: outcome-based (“Reduce onboarding time by 50%”)
  
• who it’s for (ICP)
  
• your offer (3–6 bullets max)
  
• credibility proof (logos, stats, testimonials)
  
• process (3 steps)
  
• CTA (“Book a call”)
  

Example 2: Case study

A good case study has:

• context (industry, size, challenge)
  
• the “before” (what wasn’t working)
  
• what you changed
  
• outcomes (numbers if possible)
  
• a testimonial quote
  
• next step CTA
  

Example 3: Landing page

High-performing landing pages usually have:

• one offer, one goal
  
• proof above the fold
  
• clear objections addressed mid-page
  
• a repeated CTA (top/middle/bottom)
  
• short FAQ section
  

Example 4: Pitch deck

A clean deck flow:

1. problem
   
2. why it matters
   
3. your solution
   
4. proof (customers/results)
   
5. how it works
   
6. pricing or engagement model
   
7. next steps
   

Example 5: Social template system

A usable system includes:

• 3–5 consistent layouts
  
• typography hierarchy rules
  
• rules for spacing and CTA placement
  
• a consistent visual “signature” (colour blocks, icon style, photo treatment)
  

Example 6: Ad creative template

A strong ad template includes:

• one bold hook
  
• one supporting proof point
  
• one clear CTA
  
• minimal clutter
  Ads need hierarchy—not decoration.
  

What to build first (based on your business type)

If you’re a service business

Build in this order:

1. website service pages + landing page template
   
2. capability statement / one-pager
   
3. case studies
   
4. proposal template
   
5. social + ad templates
   

If you’re SaaS

Build in this order:

1. homepage + key landing pages
   
2. comparison/alternatives pages + case studies
   
3. onboarding flows (email + in-app visuals)
   
4. deck template (sales + partnerships)
   
5. ad template system
   

If you’re eCommerce

Build in this order:

1. product page template consistency
   
2. email flows (welcome, abandoned cart, post-purchase)
   
3. ad creative formats + UGC structure
   
4. brand kit + social system
   
5. seasonal promo kits
   

If you’re local (trades, clinics, hospitality)

Build in this order:

1. website service pages + offer landing page
   
2. reviews visuals + trust assets
   
3. flyers / signage (if relevant)
   
4. social templates
   
5. “new customer offer” promo assets
   

Common collateral mistakes (and how to avoid them)

Mistake 1: Creating too much too early

You don’t need 30 assets. You need 6–10 assets that actually get used.

Mistake 2: No templates, so every request becomes a design job

Templates reduce cost and stress. Without them, marketing slows down.

Mistake 3: Collateral that looks good but doesn’t convert

If there’s no clear CTA, no proof, and no message clarity, it’s decoration.

Mistake 4: Inconsistent branding across channels

When your website, socials, proposals, and ads feel unrelated, trust drops.

FAQ: Marketing collateral checklist

What are common marketing collateral examples?

Websites, landing pages, one-pagers, case studies, pitch decks, brochures, social templates, ads, email assets, proposals, and capability statements.

What marketing collateral does a small business need?

Most small businesses need: a mini brand kit, a strong website, a landing page template, a one-pager, 1–3 case studies, and consistent social templates.

What’s the difference between marketing and sales collateral?

Marketing collateral attracts and nurtures interest. Sales collateral helps close the deal. Many assets (case studies, one-pagers, landing pages) do both.

Do I need brochures in 2026?

Only if you’re using them in real-world contexts (events, local business drop-offs, trade shows). Otherwise, digital assets usually have higher leverage.

What collateral generates leads fastest?

Typically: landing pages, one-pagers, case studies, and conversion-focused website updates—because they directly support decision-making.

Monthly design support (so your collateral stays consistent and shipped)

If you look at this checklist and think, “Yep… we need all of that, but we don’t have time to build it properly,” that’s exactly why monthly design support exists.

With monthly design support, you get:

• a consistent brand and template system
  
• new campaign assets shipped each month (ads, socials, one-pagers, decks)
  
• ongoing updates to keep collateral accurate and current
  
• someone making sure your brand doesn’t drift into chaos
  

If you want your collateral built (and maintained) without constant one-off projects,

Reach out

and ask about monthly design support.