Backstory And Branding: Creating The Perfect Corporate Brochure

by Admin on April 4, 2013

company-brochureWhile digital marketing has its advantages, sometimes you just can’t beat a printed, tangible brochure as marketing tool to distribute as and when you see fit. Tailoring a corporate brochure to your specific company’s strengths is imperative to informing potential customers and ultimately enticing their interest. It is easy for many people to fall into the trap of corporate speak, but the temptation must be resisted! Your brochure should be easily readable, in plain, simple English. Making your pamphlet accessible should be one of the highest priorities, as readers will not become customers if they do not understand the language and terminology used!

Starting Up

Start off your brochure as you mean to go on, demonstrating your strengths and selling your services. Many choose to include a foreword by the CEO or chairman, in which they can introduce the company in a short but concise format. Including information such as pricing can be placed towards the rear of the pamphlet, as you want the reader to absorb your company’s ethos and strategies before considering a pricing structure. If they have been suitably impressed by your brochure and information the price is less likely to deter their custom.

The Customer Comes First

Decide on your aims before you begin designing your content. Don’t go overboard and completely oversell your company by boasting about how great you are without backing up any of your claims – this brochure is designed for the customer, so concentrate on how you can help them first and foremost. A good corporate brochure is a sales pitch, but it should not completely feel like a forced effort; it should be accessible for the customer to completely understand your business and what you can do for them. Once you have got their attention, you can introduce a backstory element to your business to demonstrate your strengths and past successes. Don’t let your brochure become a generic effort – one which could be easily interchangeable with any of your competitors – tailor it to your experiences and your team.

References

The customer will want to know just how successful you have been in previous endeavors, so consider including testimonials from previous customers throughout the brochure. This will put your business in a favorable light as the references are coming from people from outside of your company who have taken their own time to recommend your services. Gather together case studies to further demonstrate your greatest success stories and put the image in the reader’s mind about how your company could benefit them in the future.

About The Author

Shane Lodge is a copywriter who specialises in high quality corporate brochure design.

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