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4 Applications of an Effective Company Brochure

Given our recent work with Coverzone and their B2B and B2C brochures. We thought we would have a look back at an article, we put together on the importance of well-considered and designed brochures.

Brochures that are designed and produced well, are one of the most important marketing tools for your business. A company brochure is just as vital to your business as your most basic marketing tool – your business card.

We like to highlight Coverzone as a client for this article. Coverzone saw the value in its brochure, they consider the process at great length and employ countless professionals to execute a well-thought-out strategy. They were hands-on and were involved in every element of the project. This allowed us all to deliver a final product we can all stand proudly alongside. Your brochure is an ideal opportunity to create a lasting impression. Make sure that it is a good one.

DNA Logistics company brochure

Turquoise Creative have identified the 4 key brochures and what should be achieved from each.

Corporate brochure.

Sells the credibility and capability of your company to establish trust with your prospective customers. This brochure enables you to project your credentials positively. By detailing the benefits to everyone using your company. It should highlight your strengths and deal with any queries that a prospective client may have. It should leave your prospect with a lasting impression of your company and a desire to know more about you.

Sales brochure.

A sales brochure sells the benefits your prospective customers will experience if they choose your product. A sales brochure provides a focus on a single product or range of products. It ‘shows and tells’ your prospective customers why they need it. It also shows the benefits they will have in purchasing your product rather than that of the competition. It should leave your prospect with a lasting positive impression of your product and a desire to buy.

Product or service directories.

Product or service directories put your products online in an easy-to-use format so that your customers know what products or services you sell. Product or service directories must provide the reference material your customer needs to know when making a purchasing decision. It should be a comprehensive technical manual detailing your main product or service. Clear specifications and diagrams, photos, etc that help your prospect to choose the right product or service.

Most important of all it should be designed with your customers in mind – how will they want to use it, what ways do they want to search for products or services.

Financial reports.

Financial Reports or Annual Reports project a positive image to stakeholders and potential investors. Financial reports are often a legal requirement but have the power to present your company positively. They can project your aims and ambitions and reflect the image of the company you want to be in. The statistical information can be presented interestingly and graphically. In turn, this communicates the dynamics of what you are about in a consistent message. It must provide the reader with an understanding of your company’s current position and sell the destination that you seek to achieve.

When companies try to combine these functions with a ‘one brochure fits all’, they often end up with a confusing document that you can be certain is difficult to read. If it isn’t being read then it can’t do its job.

An acceptable combination of two or more types is often seen in a corporate folder brochure. This works best if the folder carries the corporate information and focuses on selling the brand (i.e. the benefits of dealing with you as a company). The pocket then holds either product or service-specific information, it can also hold special deals, sales sheets, price lists, etc.

Initial Facilities product brochures

How and when to use your brochure to gain the maximum impact.

You can use your brochure with an introductory mailer – This will need a powerful sales letter to accompany it so that the prospect has a reason to take the time to read it.

As a ‘leave behind’.

A ‘leave behind’ following your initial sales call – Even if you have mailed out a copy in advance of your meeting, it is always a good idea to leave another copy as a reminder.

A response mechanism – fulfilling requests from potential clients for literature, either in response to an ad or a phone enquiry.

The key to the successful use of your brochure is planning and research, find out what works and why!

Research the competition – Get hold of your competitor’s brochures, and pick out the points and techniques which you feel best to communicate the sales message you have.

Determine your budget.

This will depend on:

Quality – This can be based on the quality of the brochure your competition has produced. If your prospective client has to present their research to a higher authority how would you want your brochure to compare?
Quantity – The quantity should be based upon how many you will realistically use within a year (or to sell the product you have – for instance, we produce a brochure for a housing developer who typically only has ten houses at each development, we find that fifty brochures are all that they usually require.)

Determine what you want your brochure to achieve.

Listed above are the four main types of brochures, but there are many kinds of brochures and their look and feel are completely determined by the job they must do. Keep your brochure focused on the main points of the message you want.

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