How to develop your company brochure?
The very first thing that you give your client to help out his business is a company brochure but keep in mind that this only one aspect of a more intensive marketing program. Aside from the company brochure sample, your marketing plan may also include an interactive and informative website, knowledgeable staff, and more.
Businesses online may, at one time or another, provide clients with a printed company brochure example. When you make sales calls or attend trade shows, people always ask and expect a well-made brochure to gain more information about your trade. Here are some important points when developing your company brochure template:
- Gather information
You should prepare the contents of your company brochure before contacting a graphic design or printing supplier. The most common information to include are:
A description of the products or services you offer
A definition of your target market and customers
A list of all the benefits you offer or the issues you can solve
Proof of your capabilities and the features of your products and services.
What you want your brochure to accomplish.
Any branding materials you have including your website or business cards.
When deciding what to say in your company brochure sample and your target audience, consider the following points:
Be very direct as if you’re speaking with potential clients.
Talk about the needs of your potential clients.
Try not to share too much information all at once.
Included your contact information.
Find other company brochure examples from similar companies and use these as a reference for your company brochure design.
- Contact suppliers
After gathering all the information relevant to your business, the next thing to do is to contact your suppliers for the company brochure design and the printing process.
Typically, you require two suppliers for this phase. First, a creative design company and second, a printing company. Set a meeting with both so you can discuss the objectives of your brochure, its needs, and its budget. Make sure that they understand all of your requirements.
Share all the information you have gathered for your brochure with your creative design supplier. If you have any creative ideas you want to add to the design, then discuss these too. Here are some pointers:
Consider the shapes, colors, materials, and images you think best represent your business.
Consider how your clients will use your company brochure. Adding features like a calendar, recipes or tips relevant to your company can increase the chances of your clients using the brochure more.
Talk about any techniques to encourage people to read your brochure. Make selling points to potential customers about the value of your business.
You should also listen to your supplier on how to improve the company brochure design.
- Review proof
Your supplier must first show you proof which you can review. There are even suppliers who go the extra mile by providing different designs for you, but in most cases, this extra effort depends on what you agreed upon.
Check everything in the proof very carefully. It would be very costly to have brochures printed in bulk only to find out it has errors. A wrong telephone number, for instance, could be a costly mistake.
Tips for creating your company brochure
Company brochures are very useful perfect when at initial client meetings or networking events as these could leave a good impression that lasts. As compared to other professional materials, a company brochure template requires a much more different approach in reflecting the intended use.
Here are some important tips to help you get across the objective of your brochure:
- Align the design and content with the image of your business
Although this may sound so simple, it’s important that all of your marketing media should share a common image. Remember that this isn’t simply your logo or your company color theme. It also represents your style and the core principles of your business.
- Include your business’ unique selling point
It is vital to know the “Unique Selling Point” or USP of your company. This differentiates you from the competition, putting you in a class of your own. Your brochure should answer the question: “Why should I buy from you and not from others?” Your product may be different or the service you provide is special or the way you deliver is unique.
You need to emphasize in the brochure what makes your product a standout from all the rest, without having to highlight your competition’s faults unless, of course, you’re talking politics.
- Think about the message you want to place in your brochure
The principal premise of a brochure is to inform potential clients about your business. But despite this being so obvious, many still get sidetracked by introducing other products and services.
To re-introduce your company effectively to potential customers or move into new contracts, the message of your brochure should be around this change of business. Make that your main focus then stick to it.
- Also, think about your target audience
In all marketing strategies, you must be in sync with the audience you want to target. First, decide who your target audience is and make a point of speaking to them directly by telling them what they want. Don’t worry about those excluded. As many people say, you can’t serve or satisfy everyone.
Focus on the target market you desired and how you would like to catch their interest. If you can nail this, your brochure and other printed promotions would be more effective. Also, keep in mind that a brand whose appeal is too thinly spread will find it difficult to attract to anyone.
- Generate interest
The front page of your brochure should attract people making them want to continue reading. Like an interesting book, they should feel a compulsion to read the brochure. A catchy front cover can do this as readers would want to keep turning the pages to read more about the company.
In analogy, a good brochure cover is like a hook that draws in the reader. However, avoid being too sentimental or making false promises as this will surely backfire. A good cover can sell the benefits of a specific product or service to the customer too.
- Let the ideas flow
Organize the contents of your brochure so there’s a clear sequence of the information you share. It’s a good idea to always start with simple information like what you offer and where you’re located. Then proceed by discussing how you can help your clients, and very importantly, the reason why what you do can benefit your reader.
Like some new high-tech equipment, there’s no point telling people about it unless they already know what it is and how it can benefit them. Then you can start building up information providing them more depth like specific details about your branch, how you ethically source materials or more detailed explanations of about your company’s manufacturing processes.
- The story of your business
A short narrative about the background of the business can go a long way in building trust but don’t overdo it when you talk about all of the challenges that you had to face in the past. Keep the tone of your story upbeat so people know that you have a lot of relevant experience. This also tells them that you will still be there to provide the support they may need after sales.
Relating your experiences can help humanize your brand. This can make your readers relate to your brochure emphatically and may ultimately become potential buyers.
What comes next after you’ve created your company brochure?
The purpose of having a company brochure is to inform prospective clients about your business. The next logical step after having them printed and delivered is to put them to good use. Here are the next steps you must take:
- Make sure your target audience gets a hold of your company brochure sample
Often, there are many brochures that have been carefully designed and printed but never used. If you still have no experience in how to use a brochure, you have to wait to have one designed.
- Come up with a strategy for distribution
Always bring along with your brochures when you go on sales calls or when attending trade shows. You can also consider mailing them to prospective clients. Another way is to host an event at your location and have the brochures ready for those who would attend.
One promotional activity isn’t enough to end up in a contract, a sale or an order. There’s always a need to follow-up with some activity like personal visits, telephone calls or emails.
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