Rules of the Company brochure

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Rules of the Company brochure

24 November 2013

Creating a company brochure is an expensive and time consuming prospect, especially if done well. It's not just about getting it designed and printed either... Businesses need to consider the cost of using it to reach their audience too.

One of the first questions we ask our clients at Limelight when they say they want to produce a brochure is 'Who are you going to give it to?' Read on to find out what we think about the content and the concept of brochures...

1. CREDIBILITY

Your brochure is purely a short introduction to the company and services. The content needs to emphasise that the business is a credible and reputable company that others would want to be associated with. A brochure is NOT for explaining in detail every service you offer and how you offer it.

2. KEEP IT SHORT

You will not keep the attention of the reader if you’ve overwhelmed them with copy on page 2. Keep the copy down to as little as possible. Brochures are about visual representation and your clients won’t want to spend too much time reading.

3. HANDS OFF THE FRONT PAGE

Your brochure needs to be positioned in a display stand and seen as visually attractive from a distance. The only words that should be on the front are the company name and strapline; along with your logo (not too big!) and graphics or images.

4. WE NOT I

Although it’s often a good idea to highlight the experience of certain members of staff or management to emphasise the credibility of the company, it is not all about you. It’s about sharing the successes and achievements of the company and not specifically the owners.

5. KNOW YOUR AUDIENCE

This is one of the most common mistakes of all. Most companies have several target markets; whether it be B2B, B2C, 3rd sector or indeed a supplier that will sell your service on. Generalising will not work – you need to focus on the target market you want to reach and sell to them. You’ll need to be clever if you plan on creating one brochure for B2B and B2C. Then put yourself in the position of the reader – would you read your brochure?

6. PLAN BEFORE YOU PRINT

Consider all the cost implications before printing your brochures. Who will you give them to? Will you go to regular events and dish them out like sweeties or when someone is generally interested in your service? Will you send them out to a database? Is that a cold database or companies you already know? These are all things you need to consider before printing or even creating copy for your brochure.

7. DUST IS BUST

If you need to get the duster to the stack of brochures still on the shelf then you’ve wasted your money. Apply rule 6 beforehand.

8. TAKE IT ONLINE

As attractive as a physical brochure is, do not overlook getting your brochure added to your website too, in a format that can be read by search engines such as Google.

If you’d like to take advantage of our knowledge in brochure design, give us a call or drop us an email: design@limelight-marketing.co.uk.

© 2013 Karen Sutton