The question posed in the title of this article is incomplete. The question rather should be “how a well-designed brochure can help you increase your market share”. I had used the other title because of the space limitation, but the essence of that is the same as that of the title written in the first sentence.
A brochure, indeed, has a great marketing potential, but not all brochures can help you leverage that. For a brochure to be successful in helping you build base among people, it needs to have the following things.
- It should to be creative.
- It needs to be intuitively designed to tell the target audience what category, if not exactly the product or brand, it represents.
- The copy of a brochure should talk friendly with the reader, so that reader could start trusting it, and the company behind it.
For a brochure to stand out as a unit, every element of a brochure design — lines, typefaces, photographs, color, tones, words, etc., — should be chosen with much deliberation. Elements that convey the meaning you intend should be chosen for it.
How it could be created?
Before we talk about how a beautiful brochure should be created, let us spare a minute or two, and look at the ultimate goal of a brochure. So what is the goal of a brochure?
- One of the goals of a brochure is to communicate, effectively and clearly about the benefits of products and/or services the company has to offer, and how they will help customers solve their problems.
- Second goal of a brochure is to build credibility. Print has lots of credibility in people’s mind. They feel that only a respected company that works in the realm of ethics and righteousness will endeavor to create a brochure.
Now, we know what the goal of a brochure is, and we also know what a brochure needs to have to become useful for a marketing department; this is time to see how to design a brochure that makes home in the hearts and minds of people reading it.
Designing a heart-and-mind winning brochure
Step 1: Like any other marketing material, designing a brochure starts with defining the target audience in terms of its demographic, psychographic, and behavioral factors.
Step 2: Ascertain their communication needs, which may be different from their “solution need”.
Step 3: What one thing that you want your customers to think about you.
Step 4: Based on the things you have found, decide which tone of voice you want to employ for the delivery of a message. You may need to conduct some research to find the tone of voice that appeal to your target audience. At this point you must keep in mind that the tone of voice of your brochure will also set a mood for it, so be careful in deciding what tone of voice you will choose. A wrong choice may backfire.
Step 5: For execution, hire a specialized brochure designing company. They will put all the abstract ideas and merge them to give a concrete and likable shape.
Why you should not design your brochure yourself?
For three reasons, designing your own brochure will not be that good an idea.
- By doing that you will be spreading your resources too thin, which else could be spent in creating value for your customers, for which your customers come to you.
- As design is not the primary thing you do, chances are you have not exposed yourself to the best practices of brochure designs that are known to the specialized agency.
- A design agency is better placed to do this work because this is their job, so they keep themselves abreast of every new thing, best practices, design tool and techniques, etc., that make a brochure stand out.
How to choose a design agency
Not all design agencies are equal, and selecting wrong design agency will be as risky for your business as having no brochure at all. You must run a design agency through a battery of litmus test before assigning this work to it.
3 traits of the best brochure design agency
- The best of the lot (read design agencies) does not only know what it does, but it also ventures out to know nuances of your business, so that it can create a killer brochure or any other stationary design that conveys the message you want to convey.
- It remains up-to-date with all the changes in the design industry, and it will reflect in their talks and in the portfolio they show you.
- It has a team of high-quality specialists, who know they business right to the alphabet z. This also reflects in their portfolio, in their layouts, color selections, design elements, and copy.
The brochure that you will get at the end of this exercise will deliver the result that you want a brochure to deliver. Get a well-designed and well-written brochure, and then only you will know the real power of this marketing tool that you have been holding in your arsenal for long time.