BFW Group needed a promotional brochure quickly. Through a few discovery conversations about the company’s brand, goals, needs and target market, two proofs were presented to the owner of BFW Group, LLC. He loved the one with a hand holding a city skyline and presented us with a short list of edits. iKANDE was able to turn the project around quickly and print it on a substantial cover stock. Plus, it was larger than the average tri-fold brochure helping him stand out amongst his competition.
So, how is your print collateral looking, especially your company brochure?
If you have a business, chances are you have a brochure. The top 3 business promotional tools are usually website, business card and… you guessed it, a brochure. The standard is usually a tri-fold about 8.5″ x 11″.
Let’s make your brochure look its best! Follow these Top 10 Brochure Tips:
- Include ONLY the most important info:
Brochures aren’t going to tell the whole history of your company and why the cat guards the front door. You want only the most valuable parts of your company presented in the best possible light. Ask and answer these questions: What is your main intent with your brochure, who is your target audience, who are you speaking too, how will they be engaged, why is this brochure valuable to them?
- Don’t forget your contact information:
If possible, you want to include an actual contact person with an email and phone number so it is personal. Also list your website, social media addresses, 1-800# and company address if pertinent.
- Include a Call to Action:
Give readers a reason to act. A free eBook, consultation, discount or any creative thing of value that your target market would want. The BFW Group used this in their brochure: Call or email us your plans so we can provide you with the expertise you need to complete your project on time and on budget.
- Keep budget in mind:
Pick the brightest, thickest paper, in most cases, that you can afford. I usually advise my clients to go with quantity and quality over the latest glitzy paper and fold. If sustainable papers matter, use them and make sure to advertise that you did by adding a logo or some verbage on the bottom of one of the panels.
- Use testimonials:
If you don’t have a few testimonials yet, go get them. Contact your last 1 or 2 satisfied customers and asked what they loved about working with you and then ask them if you can use it in your advertising. Nothing speaks louder than words than action and a good testimonial. So unless your brochure can do the jig, include a testimonial or two within the panels. It will add value, experience and professionalism to your brochure. Click here for testimonial tips…
- Save money:
Gang the job with another piece of your collateral getting printed. Sometimes, if you are printing more than one job, on similar paper, you can save money by printing them all together.
- Think multi-purpose, long term:
If you will use them as hand-outs and possibly self-mailers, make sure they are designed as such.
- Match you branding:
Be sure that your brochure matches your other collateral (business card, logo, ads, signage, etc.). All your branding should have a clean, cohesive look and feel throughout its imagery and text.
- Spell check:
There is nothing worse than picking up your brand new piece, hot off the press, and there is a spelling error. Use spell check, get a colleague to review it and then look at it yourself again. Never rush through the editing stage and don’t depend on your designer for catching all the typos. It is cheaper to get it right the first time.
- Hire a professional:
Your nephew dabbling in design or your sister-in-law who is interning may be great for some things, but this is your company image on the line. Act accordingly. If they happen to have a stellar portfolio, then give them a shot. Do yourself a favor, get 3 bids or proposals. You’ll have a much better brochure in the end.
These are the general Top 10 Brochure Tips. They don’t cover special circumstances, time sensitive material or promotional projects, but they are a great place to start for a professional company brochure.