You have made the decision that it’s time to create a new company brochure that shows the products/services you offer. The goal is to rebrand your company and come out with a new logo, tagline, and positioning statement. What is your first step? Can you go out and hire a graphic designer to create this new brochure that is in your head? The answer is “No”..not without preparing for it first. The first step is preparation. What items do you need to confirm in advance prior to hiring someone to design it?
Tip #1 – Have your new logo ready and finalized. If you want to rebrand the company, it’s important to ensure that you have a high res version of your logo ready for the designer. Also, confirm your tagline and make sure you use it on the cover of the brochure by the logo. You want to brand the company and keep consistency in all your marketing material.
Tip#2 – Organize your selling points – You should be telling a story with your brochure. Make sure your story has a beginning, middle and end. Also, it’s important to know your audience and tailor your messaging to your audience. You want to make the brochure worth reading. You should have your content finalized prior to hiring a designer. Use plenty of headlines and subheads and write in simple language. You want your audience to understand it and enjoy reading it.
Tip#3 – Have good photographs – You are telling a story and need to have the appropriate photos of your products or services for your new brochure. Hire a professional photographer to take the right shots and ensure that they are all high res photos. Remember…photoshop is a great tool to help improve the quality of your photos. Another option is stock photography. If you choose this route, make sure you select your photos from the various stock photography sites like istock or shutterstock. Your designer can’t read your mind and needs to know up front what photos you would like to include.
Tip#4 – Be specific with your designer – It’s important to communicate up front how you want the brochure to look. Send him/her all the materials up front which can include, the high res logo, main tagline, high res photos, and most important of all…CONTENT. You can send a word file with all the brochure text and make notes where you want the photos to go. Your designer is not a mind reader and will appreciate your guidance.
Tip#5 – Review the brochure format with a printer – Before you even move to the design stage…make sure you know the format of your brochure. Will it be a 16 page brochure, a tri-fold brochure, a 6 page brochure? This is crucial and will help you determine how many photos you need and the word count for the content. Also…get pricing to print these different styles. If you are aware of all costs upfront, then you will not be shocked at the end of the project.
Being prepared is the key to success. Just make sure you communicate the goal of the brochure with your designer and send all items up front. Also, you will save money in design costs by reducing the amount of edits required. By being specific, you will eliminate many rounds of edits that can cost you money! Once the brochure is completed and ready to go to print….make sure you have multiple people proofread it for errors. Also, insist upon a matchprint from the printer to check on any color issues or mistakes. Once you sign off on the matchprint and follow the steps above, you can relax knowing you have created a true masterpiece!
@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.
- Five Essentials for Planning An Effective Brochure
- 7 Effective Tips for Brochure Design
- 5 Easy But Powerful Tips for Creating Brochures
About Monique Merhige
Infusion Direct Marketing's founder Monique Merhige has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola. Monique is an Adjunct Professor of Marketing at Dowling College in Oakdale and Brookhaven. She holds a Bachelor Degree in Marketing and an MBA in General Management.