Printed form brochure design plays a very important part in corporate image building. Brochure designs are the perfect marketing materials, helping to create awareness and providing valuable information to your target audience. By not having a corporate brochure, it’s safe to say that your marketing toolkit will be incomplete and your products will not generate the expected revenues.
Corporate brochures play a vital part in attracting new clients and promoting your business. But in order to make sure yours does not pile up on a reception coffee table, you need to come up with a highly professional alternative, able to project your organization’s true nature and ensure a long lasting first impression. This is something you can achieve by considering every design aspect in detail: color, balance, images, and choice of words. These are the key elements that can make your corporate brochure as effective as it can be.
A brochure is also a very strong and striking piece of print that efficiently presents your brand, message and products or services, therefore a recommended part of your overall communications strategy. But under what circumstances will a corporate brochuremake sense? What is the purpose it serves? And what role does it play in a brand communications campaign?
The answers really depend on the way the company handles its branding. A brand is nothing more than a promise to deliver and they come in different levels within a company. There can be corporate brands and product brands. If a company’s marketing is led at a product brand level, a corporate brochure is hardly necessary. But if a corporate brand does not communicate its promise via its product brands, a corporate brochure will surely make sense. It can embody all that a corporate brand stands for. It communicates the brand’s philosophy and the processes defining it, also highlighting key features, master brands and competitive advantages that support its promise to deliver.
In the case of non-public companies, a corporate brand brochure can be an instrument serving a significant part of the corporate messaging that an annual report does for a public company. It can be used as a communication tool with investors, employees, press and also as prospects. It can give “a look” and “a voice” to future communications.
Developing a corporate brochure usually requires a significant investment in both time and resources. It sometimes brings bigger issues to light, which some companies may find difficult to work through. But when the corporate brand promise is truly unique and important for the target audience, then the corporate brochure is well worth the investment. It can be a priceless sales tool in positioning the company and emphasizing its value proposition.
Think about what your company represents and what exactly does it promise to its target audience. Then you might take into consideration the role of a corporate brochure to meet your business objectives.
Writing a corporate brochure
It’s what we can call a physical communication piece. It can serve as a good item to leave behind when visiting a customer or to send out to far away customers if it’s not possible to meet them personally. This type of brochures can cover a variety of topics:
- product or service description
- targeting just one particular service or product
- process explanation
- staff introduction
- providing background information regarding your line of work
One other possible purpose is to enhance your company’s introduction to readers. Corporate brochures can be important marketing tools only if you elaborate them and use them correctly. There are a few steps that you can follow in order to do that.
Begin a conversation
Adopt a tone that readers are receptive to and that makes them want to reply. Make sure you also give your readers instructions on how to do it by suggesting them to reply on your blog, connect on social media sites, visit your website, your office or simply call to make an appointment.
Have a clear purpose
You can use corporate brochures when beginning a new relationship with a client. It can help him appreciate what does your company actually represent and offer. You can also use it later on to make a progress with a customer in the sales circuit, or even to close a sale. Your content will be determined by how well you make use of it. Before starting to write, you should know clearly what you need to achieve with your brochure, who will receive it and the action the reader will take next.
You should refrain from writing every possible detail about your company, as tempting as it may be. Use it to give your readers the chance to find out who you really are and make them want to know more about you.
Use a theme
The most important thing for potential customers is to know how your product or services relates to them. Choose a story and tell it in your brochure, without forgetting to anticipate what the consumer wants to know.
Prove your expertise
If you are just beginning a relationship with your readers, you should include some proof of your expertise, along with your products and services’ benefits. You can use real client testimonials or state true outcomes that clients have experienced. You should also quote outside sources and include some concrete data supporting your assertions in order to establish your credentials. You should even consider including a short case study if the size of your brochure allows it.
And although Facebook pages and blogs have shaken the communications landscape in the last few years, they have not replaced the relevant power a traditional marketing vehicle has. Printed marketing still remains influential, even in the internet age, and a well designed corporate brochure still delivers powerful competence and credibility messages in both digital and print formats. Your business may come up with different brochures to promote a specific product or service but the corporate brochure is the one with the sole purpose to communicate the values of your company, the benefits and objectives it has in a persuasive manner. It channels both the extent of your capabilities and your corporate personality, being able to make a lasting first impression on targeted clients, investors, partners and other stakeholders if designed well.
You should just focus on information and not persuasion when writing a brochure because the marketing message that you deliver in it can outlive your present advertising campaign, depending on your sales circuit. A long shelf life suggests that even your smallest service or product brochures can have an impressive joint effect on your corporate branding.
With all that, brochures are basically sales pieces. No matter if aiming a trade or a consumer audience, your brochure must help lead you to a profitable sale. By following a strategically persuasive structure, it must clearly and convincingly present the relevant information. So, as mentioned before, it’s very important to understand a few aspects before starting to write.
First of all, it needs to be clear to you how will your brochure be used. That includes knowing where it fits in the sales process, the ways to distribute it, who will be its readers and what do you want your reader to do next.
Then focus on the cover. Your brochure designer should not miss the opportunity to prominently feature the product or company name instead of an interesting idea that positions the product or the company. This positioning can be external or internal. For example, to position an individual product within your product line may be as important as positioning it against other competitive products when it comes to individual product brochures.
Your brochure should start with your customer instead of your product. That means that it should make the reader feel that his key problems are well understood before discussing the solution. Sell only after building a rapport. This motto is probably even truer in print, considering you can’t meet with your customers in person.
Your brochure gives the reader the opportunity to stop turning the page. This is why each one should include attractive, intriguing and persuasive elements. Enchant the reader and, occasionally, surprise him. That’s how you succeed on “selling” the reader.
There are a lot of brochures than overwhelm their readers with a lot of technical details. Technical information is better displayed in technical forms like tables, charts, diagrams, etc., so don’t inject it into a contrarily flowing brochure. It should effectively be presented in its own section, addressed to technically oriented customers. Your brochure is a valuable marketing piece that must be written as to fully take advantage of the time won with your potential client.
A productive corporate brochure design will give people confidence and it will put your organization, its objectives and its values into your clients’ hands.