In today’s fast-paced digital world a professionally designed and printed corporate brochure can help your business stand apart from the crowd. Here are some top tips from PrintUK.com to get it right.
The addition of a company brochure to your marketing arsenal will complement your marketing strategy and act as a valuable tool when introducing your company to prospective clients.
Explore our top tips to ensure your corporate brochure leaves a lasting impression on your reader.
1: Understand your target audience
Taking time to research your audience will steer your brochure towards success. Speak to your sales team and best customers to understand the challenges they face, then create content that shows how your business can help them overcome their concerns and issues. If they’ve come up with an objectives brief for you, review the points made and look at exactly what it is they’re trying to achieve. It’s not about showing off your company, but how it can add value to your customers’ business.
2: Invest in professional photography
Brief a photographer to shoot a series of professional photographs to showcase your company at its best. Images of your business headquarters, key staff members and reception areas give a ‘behind the scenes’ feel to the publication to further engage the reader. To maximise the investment, your images can be repurposed across your website and social media channels. Build a bank of images for use in your social media and press releases. Remember you want to make a product brochure pleasurable to flick through, you need high resolution photos that are relevant.
If you’re using stock imagery try to find pictures that don’t look like they’re stock images. There are your usual go to places for stock images such as shutterstock, istockphoto, fotolia but there are also some very high quality free alternative options i.e. unsplash and pexels.
3: Readability is key
Ensure your brochure is easy to read by using headlines that entice the reader to digest the rest of the content. Make sure pages are not heavy with copy or long paragraphs by designing the layout with plenty of white space and customer-focused bullet points to grab the reader’s attention. Choose a font that is easy to read and isn’t either too large or too small to give your copy maximum impact and keep it easy on your reader’s eye. You don’t need many fonts when you’re thinking of how to design a brochure, just a heading and body copy font. Use your corporate identity font if you already have one in place.
Well written copy is often the most undervalued element in brochure design as people focus to heavily on the graphic design aspect. A lot of people don’t understand that copy needs to be considered as part of the overall design concept. You need to think about the flow of your brochure, which products and services will you start with and do they naturally lead on from one another. Experiment with different writing styles and gain feedback to see if it needs reworking.
When thinking of how to design a brochure, keep the end purpose in mind. Is this a brochure that’s going to be posted out in response to requests made on a website? Is it a giveaway at an exhibition, or a leave-behind brochure? When someone opens it, what will it say to them? Design for that person, not for yourself.
4: Tell them what to do next!
Even a well-written, professionally designed and printed brochure can fail if the customer does not know how to take the next step and contact you. Make it easy to respond by including your contact details, telephone number, website and email address in key sites throughout the brochure with a compelling call to action. The addition of your social media handles can also be very beneficial to drive customers to search out and engage with your business online.