Sometimes a cigar is just a cigar, and sometimes a brochure is just a brochure.
Which means that the brochure is no more and no less than an informational pamphlet, small enough to be produced cheaply and distributed widely, large enough to contain some useful charts and text on a spotlighted topic.
On the other hand, if you are the marketer or owner of a small business, professional organization, or public service organization, for you to think of a brochure only as a pamphlet and nothing more is to risk under-utilizing this great resource.
A successful brand is one that is relevant. How do you show that you are relevant?
The first thing to remember is that most people don’t care about information per se. They care about information that affects them. And so your brochure has to focus on several key points:
- Your awareness of all facets of the problem which the reader is concerned about.
- Your training, resources, expertise and experience which you can bring to bear on this problem.
- How your organization differs from others in terms of the capabilities which interest the reader.
If you can achieve the above, then your options open up. You next have to show that there is a customer and professional community which trusts your brand. You do this through the use of –
- The listing of awards and membership in elite professional societies.
- Summary of achievements.
Wherever there is room, your brochure should include these types of informational elements.
A third important element in the use of brochures to promote your brand is the establishment of familiarity.
By this we mean that people have to see that your symbols, your procedures, and your organization format are all clearly understood and consistent. For this, of course you have
- A permanent logo or other company symbol prominently placed on the front panel of your brochure.
- Clearly established and well-promulgated policies, some of which can be listed in your brochure.
- Contact information of key customer service and sales departments which stand ready to help at all times.
At Conquest, we’ve been building our brand for years, and so we have quite a bit of experience. Contact us today and we’ll work with you on building your brand as well.