Key #3: Develop Supporting Collateral

Last week, we explored how crafting a clear brand identity — from your product name to your visual identity — lays the foundation for a successful launch. Now it’s time to bring that identity to life with supporting collateral that looks and sounds like the big-time brand you are.

From packaging and product one-pagers to videos, photography and social assets, your collateral is where strategy becomes tangible. This is how you show up in the world, and first impressions matter.

Build a Flagship Asset

Start with one standout piece — whether it's a brand video, brochure or website — that captures your product’s value with clarity and confidence. This “hero” asset becomes the anchor for your launch campaign, setting the tone for everything that follows. A strong video, for example, can live on your homepage, be looped at a trade show, shared on social or repurposed into shorter teaser clips.

Don’t Skimp on Photography & Videography

As you start working on that first anchor piece, don’t overlook professional product photography and videography. It is one of the most powerful — and overlooked — tools in your launch arsenal.

A well-executed shoot starts with excellent creative direction and an experienced photographer. Your team will ensure everything from hero shots to close-up details and in-context usage is captured efficiently.

A photoshoot will give you a  library of versatile, high-impact assets that can be used across your website, LinkedIn, print collateral, tradeshow booths and more. Crisp, consistent visuals immediately elevate your brand and communicate quality before a single word is read.

Too often, websites in the dental and medical device space rely on outdated product photos, generic stock imagery or sterile visuals that lack human connection. Investing in high-quality visual assets — especially images that include real people using your product — sets you apart and builds trust. It demonstrates your brand experience with clarity.

Create Versatile Pieces

Don’t be afraid to use smaller, supporting collateral pieces to tailor messaging for different audiences while staying on brand. Clinicians want clinical confidence and workflow improvements. Practice or procurement managers want cost justification and compliance. Distributors and reps want clear positioning and a competitive edge. Collateral pieces can and should stay true to your overarching brand messaging, but they are also an opportunity to align your product offering with a particular pain point.

Equip Your Team to Tell the Story

Set your team up for success with impactful sales sheets, demo scripts, talk tracks and objection-handling guides. These internal-facing tools ensure consistency and confidence at every touchpoint, from trade show booths to boardroom pitches.

Plan for Launch & Beyond

Think of your supporting collateral as your launch war chest — a well-stocked arsenal of assets that equips you to enter the market with strength, confidence and staying power. It's not just about making a big first impression — it's about sustaining momentum through every stage of your product lifecycle.

Before launch, teaser content can generate curiosity and early engagement. At launch, your hero assets, sales tools, and visual identity come together to make your product feel real, relevant and ready. But the work doesn’t stop there. Post-launch, you’ll need proof points — case studies, testimonial videos and clinical data — to build credibility, answer objections and fuel long-term adoption.

Great collateral scales with you. With a phased rollout plan, you can strategically release new materials over time to align with milestones, marketing campaigns, or product updates. Every piece becomes a tool to reinforce your brand, educate your audience and empower your team — ensuring your product stays top of mind long after the initial excitement fades.

Are you finding this content valuable? Drop us a note and let us know what you think. Next week, we will explore Key #4: Building Awareness With KOLs, Gatekeepers & Decision Makers

Read Key #4: Build Awareness With KOLs, Gatekeepers & Decision Makers