Your business brochire has many uses – the possibilities are endless. An effective brochure is strategically limited in scope. Too much information can dilute the effectiveness of the piece and hamper its impact. Use this creative brief to help solidify your thinking.
What is the purpose of this business brochure?
Business enterprise information
Product information
Corporate identity and branding
Who will receive this business brochure?
Current clients
Prospective clients
Independent representatives
What is the desired result after this business brochure is received?
Recipient is motivated to make a purchase
Recipient gains information about your business or product
Recipient contacts business for additional information regarding business or product
Recipient shares brochure’s information with colleagues
How will this business brochure be distributed?
Handout at a trade show
Sales call leave behind
Part of a direct mail package
Displayed in a counter-top Take One box
Self mailer
Establish a budget
Determine quantity of business brochures
Compare pricing of different brochure sizes and number of panels
Will stock photos or custom photography be required?
If mailing, will purchase of a mailing list and mailing services be required?
What will the postage expense be?
Outline Content
Based on the general information, develop an outline of the information that will be included in your business brochure, which could include:
Company information, history and branded identity
Product information
Company services
What makes our company or products different?
Facts and figures that prove the differentiation
Market research that backs up the facts and figures
Response form or a call to action
Product pricing, if appropriate
Contact information and social media details
Link to your website URL, or a QR code if your website is mobile optimized
Copy
Create a rough draft of information based on the project outline. Prepare this rough draft in the approximate type size and line length that is required for the panel size of the brochure format that will be used.
Write short sentences. Use bulleted or highlighted points. .
Photography, illustrations, graphs and charts
Photography is usually more compelling than illustrations.
Graphs and charts can help to visually explain complex ideas. Ensure that the information you choose to incorporate cannot be taken in the wrong context or misconstrued.
Layout
Keep in mind your established company branded identity. If there is none, now would be the time to establish a brand that can be used moving forward.