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Does my business need collateral (even if I'm not taking out a loan)?

Last week, we talked about some of the jargon used in branding and marketing. (If you haven’t read last week’s blog, go HERE.)

So this week I wanted to spotlight some of the words we think we know that have different meanings in the branding and marketing space.

Collateral: a collection of pieces of content that a business has that showcases what they do. Think brochures, catalogs, portfolios, and even online resources like blog articles and social media posts.

Copy: the written word, intended to encourage the reader to take an action, such as purchasing a product or service.

Content: the actual information expressed within a blog post or other piece of marketing material. It can include both ideas and supporting information that the reader needs to know.

Conversion: a specific action that you want your reader to take after consuming your copy and content. It can be as simple as clicking a link or as encompassing as engaging your services.

So here’s the conversion I’d like from you today:

What branding or marketing terms are confusing to you? Send me an email at and I may feature your submission in a future blog!