The online sphere may increasingly dominate our lives. But the brochure – or company profile – is still alive, well, and actively used as a sales tool. But there are brochures and brochures. At best they produce huge value and at worst they’ll have your prospect nodding off across the desk. The trick is to make your brochure concise and relevant in both its writing and design – and here’s how:
1- Decide what format you will use
How will you show your brochure to clients? Face-to-face on a tablet – in which case you might want to think about a landscape presentation format? Or will it be a ‘leave-behind’ and therefore in print format? If your printed company profile needs to be updated regularly, with new products for example, you could consider ‘pull out’ inserts within a presentation folder. If you don’t plan to update your printed brochure regularly, make sure the content doesn’t include statements that will date such as ‘next month we will be introducing…’.
2- Choose the best programme
This will depend on the most practical solution for you. If you have an inhouse designer, Adobe InDesign or Illustrator have the functionality to produce the best result – or if you’re using an external provider you may need to retain them for any changes you need. If not, and your company profile needs to be editable, a programme such as Keynote (for Macs) or PowerPoint (for PCs) might give you more flexibility, although you may not achieve the same wow design factor.
3- Keep it relevant, concise and use a strong design element
When thinking about your brochure’s structure and content, aim to keep the information as concise as possible. Keep it visually-driven and don’t cram text. Use images, captions, text boxes, infographics and other design elements to convey information wherever possible. At the same time, keep it relevant – every sentence should have a reason to be there. If you’re going to include things like mission, vision and values – only do so if you can express them in a meaningful way backed up by action and results. Never just as lip service – in this case it’s better in this case not to include it at all.
4- Include a practical case study element
Back up your benefits-driven approach with practical project case studies. What were the project goals and why? What was the client’s problem and how did you solve it? What longer-term benefits did the client receive? Case studies could be placed as ‘for example’ text-boxes which relate to the specific products or services you’re showcasing.
5- Use client testimonials
Your company profile should be benefits-driven. Not just what you do but how you do it – what benefits the client will receive from using you. Practical case studies are a great way to do this. They’re even stronger if your clients are happy to provide their own input, adding a valuable testimonial element. If this isn’t possible, then stand-alone testimonials are still extremely valuable. They don’t have to be long – in fact it’s better if they’re not. A strong sentence or two is great – and could also be used as a design element placed on pages throughout the brochure.
6- Use appropriate imagery and language
Keep your company profile appropriate to the markets you will use it in, even if it means having different versions across markets. Be aware of food sensibilities or dress codes. Keep imagery (dress for example) local to the particular market wherever possible. If it’s an English language brochure in market where English may be the second language, keep word-use simple and sentences short.
To find out more about how THE BLACK AND WHITE GROUP can help you write and design your brochure, or review an existing brochure, contact us on +971-50-4575469, email@example.com, or visit our website – https://www.weareblackandwhite.com/.