Most people know that there is a difference in a brochure and a leaflet, a brochure and a flyer or a brochure and any other marketing material but some find it hard to put in to words. The best way to think about the difference in these materials is by knowing the purpose. In today’s blog post we take a look at the purpose of a brochure and what you can do to ensure your brochure’s purpose is being fulfilled to the maximum.
What’s the point of a brochure?
Regardless of the shape or size, colours or designs – all brochures have one thing in common: they tell a story, they tell your story. A leaflet and a flyer are designed to be short, snappy pieces of print. A brochure on the other hand is allowed to have space to and is expected to use this space to explain to your customer exactly who you are, what you do and why they should want to be part of your business.
How to create your story with a brochure
1. It’s easy to fall into the trap of information overload and this is especially true when it comes to the brochure. Avoid reams of text; tell your story in a more interesting way – use graphics, infographics and photographs to create your story.
2. Rethink your design. Just because your brochure has always been A4 doesn’t mean it has to remain A4. Rethink shapes, designs and don’t be afraid to do something you’ve never done before…if a new, original design tells your story and is in line with your brand identity, why not go for it?
3. Organise your story! Being creative doesn’t mean you shouldn’t be organised. Every story has middle, a beginning and an end and it is imperative that your brochure reads like this. You’re telling people about your business and your content – both the structure and tone of this will reflect on your business.
4. Create informative and useful content. Think about yourself and how you read and what interests you. You need to ensure your writing is lively and enjoyable; this is the only way you can relate to your audience.
5. If you can’t get the content or the design expertise that you need in house, then don’t be afraid to outsource this. Outsourcing to a professional team doesn’t mean that you lose creative control or that you suddenly lose the right to give input, it simply means that you have a professional approach.
Thinking of printing a brochure? If you need advice on getting the most from your next printed brochure, speak to our expert team today. Keep up to date with all the latest news here at Digital Printing, by connecting with us on Facebook, Twitter and Google+.