When it comes to promoting a business, non-profit or social club, many people become overwhelmed with the advertising and marketing possibilities. In this digital age, however, it is imperative not to underestimate the importance of collateral, that is, tangible items that your intended audience can take with them as a reminder. Brochures and custom business cards are two of the time-tested collateral pieces that any organization should have.

Brochures are simple three or four paneled, fold-out pamphlets. Often, they contain a description of a product or service along with pictures. Brochures are a great way to provide basic information to your customers, donors, patrons or volunteers, interested in your organization or product.

If you want to include vibrant pictures in your brochures, a four-color printing process should be used. Alternately, you can use two-color printing for a low-key stylish look. They can be printed on either glossy or matte paper. Always keep in mind that the design of your brochure should go with the character of your organization.

When you are considering the design of your brochure, try to focus on your goal. For example, if you are advertising an event, make sure you include all the information that would allow a person to attend. This would include things like the date and time, the location, and what the event is about. Or if you are trying to solicit donations, you could include a pledge form in the brochure.

Getting cheap business cards might seem like a great way to save on overhead, but remember that business cards leave a lasting impression that will remain after you have gone out of sight. Will your low-quality business card actually hurt the reputation of your business? Absolutely. Ink smudges or flimsy paper will be a red flag to people that that organization you represent is cheap, lazy, or habitually cuts corners instead of doing quality work.

Remember that there is a fine line between high quality and extravagance when choosing your materials. Especially if you are working with a non-profit or volunteer organization, you don't want to give the impression that money coming from donors is spent unnecessarily on high cost collateral items. If you work with such an organization it is highly recommended that your goal be to focus on creating sensible brochures and business cards within a reasonable budget.

Two of the most used time-tested pieces of collateral that any organization should use are brochures and custom business cards. When the time comes to design and print your company's brochure, consider your business' personality and convey that in the piece. When you are considering the design of your brochure, try to focus on your goal. For example, if you are advertising an event, make sure you include all the information that would allow a person to attend. To save on costs, it may be tempting to order cheap business cards. But remember that people will remember your business cards long after they meet you, so quality is the key.