A corporate brochure
is not just a brochure
Most of the company corporate brochures fail yet on the front cover. You even cannot
recognize the brand or company name at first glance since it is lost among garish visuals
and didactic slogans that keeps target audience away from connecting with the brand.
Right order of the content appears as the second point that doesn’t get enough attention.
A cliche introduction in an ordinary corporate brochure includes company’s history & profile
if not a “warm” message from its CEO regardless of the fact that target audience looks fo
r neither at first place. Your target audience needs to see right at the beginning short and
well formulated answers to the following three questions: Who are you, what are you offering,
and why they should prefer you among others, as your potential customers or employees?
Having a simple and clear main message of the brand and consequently structured sub-messages
addressing different segments of the target audience is the third crucial component to create a target oriented corporate brochure.
Too many facts & figures, unnecessary details about products and services which should be subject
of marketing publications, long and difficult-to-read paragraphs are other common mistakes in corporate
brochures that makes difficult for target audience to understand what differentiates you among others.
Needless to mention that all the visuals used in the brochure should be in high quality and real.
“Real” obviously means here “not stock photos” which usually have nothing to do with the people
and operations of the company that the brochure represents.
Company corporate brochures are the most important communication materials along with the
corporate web sites to create a positive first impression about the company. A target oriented,
well balanced content with clear messages tailored according to the each segment of target audience
will ensure an effective result. It is not about putting nice visuals and fancy words together hence better
even not to start with graphical work unless you know well what to say, how to say, and to whom to say.
The last but not least point is the quality of the graphical design and printing work that is a part of
“how you convey your message” to your target audience.
Kaynak: https://www.linkedin.com/pulse/corporate-brochure-only-nihat-yildiz-ma/
