October 19, 2011
Brochures are a very effective way to promote your business and they are often overlooked when developing brand communications. They are extremely effective in reaching your target market and can accomplish many goals:
- Motivate your prospects to buy
- Position your business against the competition
- Create a consistent strong brand identity
- Direct prospects toward a specific action
You need to also consider the information you place in the brochure and what features or offers you want to highlight. The graphic design should also reflect your brand identity and your brand strategy.
To help maximise your return on your marketing investment, we’re giving you 8 easy to follow steps to develop a knockout brochure design for your business.
- Attract the attention of your target market: You need to research what your target market is interested in. The headline and cover page of the brochure is your first way to attract the attention of your audience. Use a bold headline to tease the content and motivate prospects to open the brochure and read on.
- Focus on customer’s benefit: Your brochure copy must be “outer-directed.” It should focus on benefits, not features, that answer the readers’ question, “What’s in it for me?” Rather than simply enumerating the features your company offers, the brochure must relate all the benefits prospects will experience when they choose to hire your firm or buy from you and not your competitors.
- Know your customers: Your brochure is not only to tell them about you. Your customers are interested in how can they increase their productivity/sales by buying your product or service. Do extensive research on what your customer needs and then offer it.
- Make your business stand out from the competition: Take out some time to think how to differentiate your company and your products from your competition. Explain what are your advantages or why you are better choice than your competition. But not forget to over-do all these things. Keep it brief and simple to understand.
- Design is very important: Design is as important as other key aspects. If your copy is interesting but your brochure design in dull, there are chances that your potential customers will not read it. So, it’s better to hire a professional graphic designer for designing the brochure.
- Flow of copy in your brochure: Benefit-oriented headlines and subheads motivate readers to continue through the body copy. You need to make sure that your copy flows from one page to the next. Always arrange your brochure into sections where as each section has particular topic and its related details. If you need help copywriting your brochure you can engage the help of a professional copywriter. See our other blog on ‘Getting more from your marketing with copywriting.’
- Consistency is important: Your brochure is a powerful tool in your marketing/ brand communications. Make sure the same message, look, feel, design and colours are consistent with your brand identity, this will build strong brand awareness.
- Call to action: A strong call to action encourages your prospects to contact you . Consider “call now”, “visit our website”, “buy today” or “what are you waiting for?”. It’s also important to include all your details including your address, phone number, email address, website and social media details.
Overall, a clean, legible design is essential to your brochure’s success. Include the right mix of benefit-oriented headlines, subheads and copy, plus a strong call to action, and you have a winning formula.
We Create Design Solutions is an Adelaide-based brand design consultancy passionate about strategy – not just pretty pictures!
If you want to work with a creative team who can work one-on-one with you to deliver highly personalised, innovative and strategic brand identity design, graphic design, logo design and wine label design solutions, get in touch with us today.
Ready to take your brand further? We are.