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.

When the time comes to design and print your company's brochure, consider your business' personality and convey that in the piece. You may want to consider many available options like paper stock (gloss or matte) and print styles and processes (2-color, 4-color or more) that portray just the right message to your customer.

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.

To cut corners and 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 key. Ink that smudges or flimsy paper will give people the impression that your organization is also cheap and of lower quality.

You must walk a fine line with this decision. You need to choose a card that communicates high-quality but not wasteful extravagance, especially if your organization is non-profit. You don't want your colorful brochures to give would-be donors or volunteers that your organization is squandering away its money on promotional materials and collateral. If you head the advertising department of a non-profit or volunteer organization, always keep budgeting concerns in mind and aim to get a polished, professional look that fits nicely into your 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.