The print materials you create, the sales people who meet with customers, the picture your customers have in their minds are all part of marketing. Then the process of designing printed materials, such as logos, brochures, information pieces, and specific positioning pieces begins. It's important to remember that your potential, current and past customers are from different walks of life and have different tastes. Consequently, one brochure will only reach a certain segment successfully. It is important to design several pieces in order to reach as many different segments as possible.
People respond to emotional and logical arguments and presentations differently.
Many successful companies are aggressively marketing themselves on many fronts at the same time with many different pieces. While there is a slightly higher cost in this approach, the level of success is in direct proportion to the efforts. Just look at McDonalds marketing. They are always offering different specials in conjunction with different offers. Their ads are targeted to mothers, fathers, children, families, and eaters of all ages.