Creating a business brochure may seem daunting at first, but with a clear plan and thoughtful decisions, you can develop a powerful marketing tool that represents your brand and connects with your audience. Whether you’re a beginner or just need a refresher, here’s a step-by-step guide to designing an effective brochure for your business.
Why brochures still work
While digital marketing dominates, printed brochures continue to hold their own by offering a tangible, personal connection. A well-crafted brochure can land directly in your customers’ hands, stand out on bulletin boards, or even make its way into conference folders. It’s not just a design project – it’s an opportunity to leave a lasting impression.
Start with your call to action
Before you dive into the design, focus on the ultimate goal of your brochure. What action do you want readers to take?
Your call to action (CTA) could be:
- Contacting your team by phone
- Visiting your website for more details
- Exploring your product range
Once your CTA is set, let it guide every aspect of the design and copywriting process. A brochure with a clear purpose will lead readers effortlessly to their next step.
Pick the right size and layout
Brochure size and folding style directly impact how your message is presented. Common sizes include:
- A4: Ideal for detailed campaigns
- A5: Compact and versatile
- A6: Great for portability
- DL: Perfect for mail-outs
The folding style also matters. Bi-folds are great for concise messaging, while tri-fold or accordion folds provide extra sections for more detailed content. Start by listing the key points you need to include and match the layout to the amount of information you want to communicate.
Craft the content and design
Your brochure should reflect the quality and personality of your business. Strong headlines, direct language, and a brand-consistent tone are essential for engaging copy. For visuals, ensure that fonts, colours, and overall layout align with your business’s style guide.
Don’t forget to think about print quality – the tactile nature of brochures adds to their impact. For instance:
- Luxury brands should opt for high-quality paper and finishes to reinforce their premium image.
- Non-profits might prefer a more modest paper stock to reflect resource-conscious values.
Proofread and sample
Before placing a bulk order, it’s wise to request a printed sample of your brochure. This allows you to evaluate paper weight, colours, and overall layout, ensuring it meets expectations. A sample can save both time and money by catching errors or design tweaks before final production.
Even if you don’t order a sample, meticulous proofreading is crucial. Having a fresh pair of eyes – someone outside the design process – review your brochure can catch overlooked typos or design inconsistencies.
The final touch
A thoughtfully designed brochure can be a game-changer for your business. It not only communicates key information but also establishes credibility and creates a memorable connection with your audience. Whether you’re sharing it at a trade show or including it in mail-outs, make sure it reflects the best of what your business has to offer.
