Marketing through brochures may seem like an antiquated tactic, especially with the rise of digital marketing and online advertising through social media platforms. Businesses are constantly looking for innovative ways to advertise their products and services, trying to discover strategies that will appeal to and capture their client’s attention.
A brochure is a printed piece of marketing collateral that often includes a trifold layout with page inserts or a booklet format. Marketing brochures in particular are among the most versatile tools that businesses can use to inform customers of their products or services.
Brochures are meant to be reference material, best used on people who are already interested in your business but would like to know more about it. They generally make people feel confident about buying from you.
How to create the perfect brochure for your business
A well-designed brochure is both aesthetically pleasing and informative as well. It has captivating visuals with a lot of product-specific information. There are a few steps in creating the perfect brochure and these are:
1. Choose your format
When picking the format of your brochure, consider the purpose that the brochure will serve. When creating a brochure for a menu, a tri-fold format is ideal while a bi-fold would be ideal to promote a tour company that would include prominent imagery.
Types of brochure formats
Apart from the tri-fold brochure format, we also have:
● Z-fold- this is similar to the tri-fold with the only difference being that the fold creates a Z instead of folding inwards.
● Two-fold- also known as bi-fold, this format has one horizontal sheet folded over in the middle to create four equal parts.
● The gate-fold- this design has two inward folds, however, they do not overlap, creating a ‘gate’ effect.
● Multi-page two-fold, stapled- this looks like the two-fold but with more pages.
2. Pick a design template
Picking a brochure template from the many professional design templates out there may seem like a daunting task but it really isn’t. All you have to do is filter by industry to narrow down the choices. Together with your business logo, you can choose your color scheme or find the colors that match your logo. It is best to use no more than two colors if you want to achieve a cleaner look.
3. Fill in your content
With the design template of your choice ready, now is the time to add content which you can edit as you go. Stick to one or two fonts to make for an easier read and use headlines to break up the text. Choose images that complement your content and try moving them around until you find the perfect fit.
4. Finish with the optimal printing material
The purpose of your brochure will also determine the type of paper you use for printing. Use glossy paper if you intend to display large images and bring out vibrant colors. A more sturdy paper is effective for publications that you need to use multiple times such as menus.
The essentials of a brochure
The design and content of your brochure are what make it unique. You need your publication to command attention. When creating a brochure, there are a few key elements that one should consider. These are:
● Use compelling text/copy
This is one of the most important parts of a brochure. This is the message that you want people to get from your publication. While the design may get people to look at the brochure, a compelling text will make them pick it up and read it. A thought-provoking phrase on the cover of your pamphlet will make readers curious and want to see what’s inside. To pique the interest of your clients, you can;
● Start a phrase on the cover and continue it on the page or
● Ask a question on the cover and answer it on the page.
● The logo
You may already have your logo and if you do not have one, then it’s easy to design and create one with the numerous logo-designing services out there. Your logo needs to be of high resolution to stand out and come out well in print.
Logos, combined with a unique color scheme creates brand awareness. People are likely to recognize your brand right away just by seeing your colors or logo.
● Imagery and photographs
Images and photos help you to communicate your company’s message without the need for text. Try not to overwhelm your readers with too many images, however, as 2-4 pictures are sufficient. Use relevant images too. Do not put up a picture of a waterfall on a menu. It makes no sense.
Your images should be of high quality to showcase your products and services. You may even use photographs of you and your team.
● The fold
There are different types of folds that serve different purposes. Some of the folds are better used for brochures with little information whereas some of the folds are better used for brochures with lots of information.
Using brochures to market yourself makes good business sense. The more unique they are, the better. Many businesses are coming up and you need to stay ahead of the competition while remaining relevant. The only way to do that is to up your advertising game.
Brochures have a myriad of benefits. When used correctly, they can boost a company’s brand awareness, drive sales and revenues and increase customer interaction with the business.