Whether you have a brick and mortal business, a service provider or an online store, you need marketing collateral. A common mistake made by small business owners and those relatively new to sales is that they think that sales collateral can make the sale for them. Sorry, it's not that easy. Typically, all that marketing materials should be doing is gaining "favorable attention". In other words, the collateral should hopefully get the person to at least want to learn a little more, to help open the door for the sales person. But it can't make the sale for you. Marketing collateral also contributes in creating brand identity to some extent but the major extent is giving brief of the product or company in a way that creates impact in the eyes.