The Importance of Collateral

In advertising, we refer to business cards, letterhead, envelopes, sales kits, direct mail pieces and brochures as collateral. This is basically anything that you have printed to help support your brand and your business. Recently, someone challenged me with the question, has a good business card ever actually generated a sale? I replied with this response, a great business card will rarely lead to a direct sale, but a bad business card can easily lead to a direct loss of a sale.More often than not, business cards, letterhead, and other collateral pieces serve as initial contact points with potential customers. If that customer doesn’t know anything about your business at all, then I can pretty much guarantee that they will form a perception of your company based on the quality of your collateral.  If a card or a sales kit is on quality paper and has a professional design, then they are going to perceive your company as being professional and established. That’s why it is particularly important for small businesses and start-ups to invest in decent collateral pieces. Yes, it is an initial investment. Yes, it will probably stretch your budget a little. But if you are asking clients to invest in your business, shouldn’t you be willing to do the same?Good collateral design and quality printing can  go a long way in establishing your company and creating a perception of quality. Even if you are a one-person business, you can look more professional than some of the largest companies in the world through collateral alone. And remember, collateral pieces are often your first impression with new customers. Don’t let them be your last.