When a company markets their products or services they often use materials collectively referred to as collateral. Included in this category are things like brochures, flyers, pocket folders and sell sheets. When designing these pieces, it's essential to completely understand and follow identity guidelines that a company may have established. If no style guides exist, this may be a good time to establish some. Naturally, the main purpose of collateral is to communicate the marketing message in a creatively framed and effectively delivered way.