A well-written brochure is a valuable marketing tool business owners can use to attract and inform new customers as well attract potential investors. Printed brochures left in strategic locations or mailed to postal recipients inform those in your area about what you are offering and how to get it. Make sure your design includes the necessary basic elements to ensure your business grows.
Name and Logo
Your business's name and logo are the building blocks your brochure should be designed around. Your logo be memorable, bright and consistent between all of your marketing endeavors because this element is what your customers are most likely to remember and to look for when driving past your place of business. Your logo and name should be displayed on the brochure in a prominent position and on the front and back covers if possible.
The cover image should make people want to own a piece of the dream you are advertising. If the brochure is showcasing a vacation destination, choose an image that makes the destination look both exotic and inviting. If the brochure is selling a product, pair the product with high-dollar merchandise. For example, if you are selling table linens, pair the lines with fine crystal, china and a full set of silver table service. Make sure your product is easily visible in the image -- it should be a bright color and at the center of the image’s focus.
Your slogan is a way to impart the basic philosophy of your company in a tagline. It can be displayed on the front cover, at the bottom of the cover image, at the top of the back cover or in slightly larger print inside the brochure. Whatever the case, select a quote that is representative of your product or service and that is short and catchy. The slogan should be a hook that is memorable or witty. if you are selling candles, you could use “We make perfect scents” or “ Simply scentsational”. Another excellent slogan is a benefit line, such as “Save $100 a month on your electrical bill,” if you are selling an energy-efficient product for the home.
Your main text is found in the center of the brochure, and it contains all of the relevant product or service information. Your should include pricing information and a product guide. If you are marketing a trip, list the destinations and outings. If you are marketing a product line, list the types of product you are selling, and give a synopsis of each. Make each product sound like an equally viable option that the consumer needs. List only the lowest price for products in each category, as “Starting at $9.95” will draw more attention than “$9.95 to 59.95.”
This is, perhaps, the single most important element to get right on your brochure. Without this piece, it will be impossible for consumers to reach you about your product or service. List your business's name, your name, an address, a phone number, an email and a website, if available. It is wise to put this information both on the back cover of the brochure and on the inside near the main text.
- “Elements of Language”; Holt Rinehart Publishing Staff; 2000
- The Management Data Vault; 5 Must Have Elements of an Brochure; Brett Curry; 2010
- Chester F. Carlson Center for Imaging Science: Desktop Publishing Brochure Design
- “Idea Markers”; 4 Parts of Successful Marketing Product Brochures; Lynnes Saarte; 2010
- Jupiterimages/Comstock/Getty Images