6 Key Considerations for Designing a Successful Corporate Brochure.
It’s funny how things go in cycles. Remember what all the digital marketing gurus and social media experts were saying just a few short years ago? That the internet and online marketing were going to change everything.
Kindles and e-readers would replace books. Online news and information available 24/7 would mean that newspapers, magazines and even TV would become obsolete. Emails would do away with direct mail. And when you have websites, you can view and order from whenever you want, wherever you want, who needs printed marketing materials like boring old brochures?
Well guess what, none of those changes took place. People still read books, newspapers and magazines. TV is as popular as ever; direct marketing is thriving again, and corporate report brochures are making a comeback.
So, you might be thinking of commissioning a professional brochure design from your marketing agency. Before you write the brief, here are six essential questions you need to ask.
1. Why a brochure?
There’s nothing quite like a company brochure for creating an impression of prestige and luxury. It’s all about the smell of fresh ink on quality paper. It’s a powerful trigger which goes straight into the brain and gives the reader a feel-good sensation. When that feeling is associated with your brand identity it’s good news for your business.
Moreover, brochures work precisely because they are not digital. Online campaigns are fast, here today, gone tomorrow. They have to have an instant impact. If it doesn’t work, scrap it and try something else. Printed sales assets such as Brochures are the exact opposite.
They can be around for a long time, selling your company and its products and services over and over again. They can influence the buying decisions of your customers over a long period, as all the information they need to make a decision is right there in their hands. This also makes them very cost-effective marketing tools.
Talking of cost-effective. If you’ve gone to the trouble and expense of commissioning high quality photography for your business, are you just going to put the images on your website? Get your new photography into a beautifully printed, well-designed high-quality company brochure and your business will really stand out.
Finally, in a world of smartphones and social media, stand out, be different. Focus on being unique by making the most of high quality, design-led medium and set your business apart from the competition whilst using social media to highlight the highlights of your corporate brochure.
2. What’s the budget?
There’s no point in asking for a luxurious multi-page brochure with bespoke photography, embossed lettering, six colour print including specials onto heavyweight luxury paper if your budget simply doesn’t stretch to it.
Of course, if you have the money available, go for it. But a smaller budget doesn’t have to mean a smaller idea. It can actually help your agency be more, not less creative in their design, brochure layout, copywriting, choice of brochure format, photography or illustration style.
3. Who is your target audience?
B2B vs B2C Brochure Strategies
It’s vital that you know your target audience when you brief the agency. This will influence the whole look, feel and content of the finished piece.
- Is it going to the general public or to targeted businesses?
- Is it intended for existing customers, warm prospects or a cold audience?
- What sort of people are they?
- What do they like and dislike?
- What is their age range, income level, social status?
You might not have all of this information, but the more you can find out about your prospective readers, the more your brochure will appeal to them and be read.
For example, a brochure you’re aiming at a largely female audience, say for baby products or services, will be radically different to a car brochure or a sales piece aimed at trade buyers of printed circuit boards.
4. What kind of brochure is it?
When a company decides that they need a brochure, they’ll ask their design or marketing agency to create one for them. But often they don’t know what kind of brochure they actually need.
- Is it a sales tool?
- Is it a shop window?
- Is it designed to raise awareness of the brand?
- Will it be mailed out with a letter or just used at trade shows and exhibitions as a giveaway?
- Do you need a sustainable brochure, or traditional brochure?
As you can see, there are several different types of brochures:
Glossy company brochure
Glossy company brochures are a fantastic choice if you want to really show off your products and services with the printing quality. Glossy brochures often include large images and minimal copy and printed in high resolution full-colour on premium heavy-weight paper. If you want a brochure that goes beyond just looking great, but feels great too, a Glossy brochure is the path to take.
Perfect for: Trade shows, corporate events and reception areas.
In-depth corporate brochure
In-depth corporate brochures are detailed company information designed for your shareholders or investors. These are often used when creating annual reports or impact reports and are multi-layered brochures with various stages of information that’s usually translated into eye-catching infographics, charts and tables to communicate numbers and information effectively.
Perfect for: Investor meetings, acquisitions or partnerships.
Sales brochure
Sales brochures heavily weigh on persuasive copy and specifications for a range of your products. They will include details such as product specifications, pricing and testimonials. Due to their salesy nature, they’re perfect if you want to push a service or product and create engaging call to actions and striking visuals to help entice customers.
Perfect for: Product launches, property listings and service-based industries such as gyms and spas.
Point-of-Sale brochure
Point-of-Sale brochures are often seen on display in retail outlets, supermarkets, banks, building societies and so on and are designed to be easy to grab as you may use them often in areas where customers are queuing or waiting. POS brochures are fantastic to get the attention of customers quickly, with attention-grabbing headlines which may include limited-time offers.
Perfect for: Retail, supermarkets and banks, or hospitality businesses promoting seasonal menus.
Direct Mail brochure
Direct Mail brochures are sent out if requested by a customer or to a mailing list of your potential customers, usually with a covering letter and order form. These days, with digital printing technology, brochures can be cost-effectively personalised too, making them even more tailored and personal to each recipient.
Perfect for: Using alongside B2C campaigns such as insurance offers, or local business advertising.
Sales support brochure
Sales support brochures are usually created to help your salespeople when they’re doing their sales pitch. They may include FAQs, case studies or success stories and are often designed with easy-to-read tabbed sections to aid sales reps during meetings or presentations.
Perfect for: Sales teams and field reps, or when referring to complex products or services.
Want to learn more? Discover our full range of sales and marketing asset design services in Nottingham.
5. Who’s writing the copy?
A professional copywriter will be able to write copy that is a joy to read, flows seamlessly, is well organised and above all, is in line with the company’s brand values and tone of voice. With expertly written copy, the company will look more professional. The copy will sell the products or services much more strongly. And people will want to buy.
Compare that with supplying your own copy. It will certainly be cheaper. But investing in copywriting will be worth it, potentially increasing your return on investment tenfold.
6. What’s the deadline?
Most important of all. Find out at the start of the process when the finished brochure is required. Then work backwards, from print back to proofing and so on, including all of the stages you’ll need to go through.
If the schedule is tight and has no flexibility to allow for changes and snags, then give the agency a longer deadline. Remember, it takes time to create a visually impactful, sales and brand-building brochure, and a rushed piece of work could reflect badly on everyone involved.
Ready to create your company brochure?
A well-crafted company brochure doesn’t just need to look great; it needs to work alongside your marketing strategy to ensure it’s focusing on the right target audience and budget. As brochure designers in Nottingham we can help you create the perfect company brochure for your business. To find out more get in touch today.
By Pippa Turner-Rowe
