A company’s brochure is a harbinger of the company brand. When you design your company’s brochure it should be compelling enough for customers to do business with your company. It should project the image of the company is the right light. Planning brochure design has to be done as diligently as any other important corporate endeavor. If a company’s brochure does not reinforce their existing image, the consequences on the company’s image could be detrimental.
Here are some simple tips that you can follow to make sure that your company’s brochure backs up your company image:
Plan from the beginning: Planning right from the inception stage would help you put the goal in right focus.
- Prepare a blue print of your expectations from the brochure design.
- Plan the brochure design keeping in mind your target audience. For example if yours is pharmaceutical company trying to market a diabetes medication then your target audiences are diabetes patients and it’s brochure design will be different than the companies trying to market cosmetics product.
Reinforce your company image: If a pharmaceutical company trying to market drug is trying to impress upon people an image of a caregiver, responsible and trustworthy corporate then the brochure should speak for that. The content and the unique graphic designs should all be buttressing the established or intended company image.
Reiterate important points: Repeating the salient points is vital to embed the image and the preposition of the company in the audiences mind. This can be done by using call outs or pull outs, placing the important texts in highlighted fonts on attention grabbing places in the brochure.
Consistency is the key: Uniformity in your design, fonts, colors and headers play a very important role. This reflects the professionalism and seriousness of the corporate towards the cause and commitment towards its image. Pay attention to the space between various elements like the caption and the photograph, between two paragraphs or the phrases. The specific graphic elements like boxes, banners, and rule lines should be used consistently.
If your brochure depicts your company values beliefs and image, there are several competitive advantages that an organization can enjoy over its rivals:
The foundation of customer faith in the company will be sounder. With consistency of messages in all the communication channels the customers will be able to trust and believe what companies says.
A brochure design backing up the existing company image will help an organization sail through difficult times. Johnson and Johnson’s top selling drug, Tylenol, was tampered with and nine people died in Chicago in fall of 1982. It was the brand image and strong corporate identity of Johnson and Johnson as responsible, trustworthy and caring corporate that helped the company sail through difficult times and reinstate Tylenol as top selling drug in the market once again.
Katt DelaCruz is a contributing writer and intern at [MN]interactive.com. [MN]interactive.com is a web design and creative design studio based out of Miami, Florida USA. If you need assistance with brochure design or need unique graphic design [MN]interactive.com will exceed your expectations an assure you results.