If your company has cut back on using printed sales materials since the advent of the Internet, then it could be missing a trick. Those in the know realise that traditional marketing campaigns are not confined to the annals of business history and can instead be used to complement an existing digital strategy. With the right calls to action included, marketing brochure design, in particular, is an excellent vehicle with which to drive traffic towards your website. These visitors to your platform then have the potential to convert into leads and sales for your business, which ultimately creates a healthy bottom line.
However, like all types of advertising campaign, it is important to invest time and considerable thought into producing an effective marketing brochure design. Get it wrong and it simply puts your business in a bad light. Here, we take you through some of the essentials to ensure that you are well-armed with all the info you need to take into your first brochure design meeting.
Know Your Audience
Before you begin putting together text and visual content for your brochure, it is imperative that you take some time to brainstorm everything that you know about your business audience. Who are you trying to appeal to? By being specific about the demographic and interests of your potential customers, this will allow the designers to be able to showcase your business at its finest. Use online analytics tools to assess who your current consumers are and find out everything you can about them. Where do they hang out online? Who do they follow on social media? Are they also interested in your competitors? Come up with as many fine details as you can to create a single or perhaps multiple persona(s) to help identify your audience. Remember that even though your target demographic may be predominantly digital users, many of them like the reassurance of knowing that your organisation is a reputable outfit that they would have no difficulty doing business with. A printed copy of your company brochure provides far more credibility than that of an unknown faceless digital brand.
Understand Your Niche
Not all companies, nor the industries that they operate within are the same. Therefore, not all brochures should be designed equally either. A quality design company will treat your organisation’s needs individually in order to highlight its best assets. However, there are some similarities that exist across different types of industry and it can be helpful to be aware of these so that you’re able to put together a brochure that fits the expectations of your readership.
If your company has a variety of items to sell, then displaying these prominently will likely be the main aim of your marketing brochure design. Visual aesthetics can really be emphasised in your printed materials. These might include close-up colour shots of the product itself, attractive packaging or photos of the items in use. The price of your products must be made clear, along with a range of benefits to the user. Descriptions should always be given, along with options such as sizes or colour variations.
In comparison, if you are selling a service or package instead of a product then there should be much more focus on the use of text to describe to the reader how your company will be able to fully provide a solution to the problem that they need addressing. For instance, imagine that your organisation is a law firm. Although there should certainly be a strong inclusion of high-quality images in any marketing brochure design, there will be a greater emphasis in this legal brochure on the text descriptions of the services that you provide to clients. These may be conveyancing, probate, or criminal for example. Each of your services should be divided into sections with clear information in short, hard-hitting bullet points which allow your readers to understand how you are able to help them.
Marketing Brochure Design for Institutions
If you are designing a brochure for institutions such as schools, universities or healthcare organisations, then you will need to take a separate approach again, although the use of images and text remains relevant across all types of printed materials. For promoting these types of organisations, there will be an emphasis on delivering data and statistics to the readers. These might be exam results, Ofsted report outcomes, innovative healthcare treatments or anything else that your audience would find useful and engaging.
Essential Points of Discussion
In order for your designer to produce a professional-looking brochure that showcases your business effectively, it is not enough to simply hand over a few sheets of content and leave them to it. The finished product will make more of an impact if the designer has been able to take some important considerations about your business into account. The brochure should reflect not just your products, but also your organisation’s position within the marketplace.
Understanding Product or Service Features
Your designer may be unfamiliar with the type of business that you operate. It is your job to educate them on the benefits of the products or services that you wish to be featured in your brochure. This will enable them to understand your brand better and be able to arrange various elements such as typography and imagery to display them in an attractive manner.
Be absolutely clear before you begin this process about where your company lies within your particular niche. Are you operating a budget operation which appeals to the masses or a luxury brand which produces high-priced items? By understanding your company ethos and marketplace position, your designer will be able to accurately suggest various design elements that may be suitable for your brochure. For instance, a brochure for a luxury brand might be created from a higher quality of paper stock with additional special print finishes.
Call to Action
Finally, the most important component of a successful marketing brochure design is to determine what your organisation would like to get out of it. Are you looking to drive more leads to your website? Perhaps to build greater brand awareness by obtaining more social followers? Or simply to make sales via a telephone line? Whatever your driving reason behind this type of promotional material is, be sure to convey it to your designer who will then use this information to ensure that your business objectives for this marketing strategy can be effectively fulfilled.
If you’d like some inspiration for the creation of ideas for your professional brochure, then please feel free to download our free design guide. Alternatively, if you would like our expert design team to work alongside you in developing your brochure, then we would be happy to help. Our process ensures that we don’t stop developing design samples until you are 100% happy with the finished product. Want to know more? Request a free quote today.