A brochure is a visual marketing collateral piece that showcases your company’s services or products. It’s a common resource for businesses that want to attract potential customers.
What’s the Difference between a Brochure, a Pamphlet, and a Flyer?
A brochure’s purpose is to attract, convince and sell your products or services. A pamphlet, on the other hand, focuses on transmitting information about a specific topic, but its focus might be in educating, instead of selling.
The difference between brochures and flyers is both visual and in purpose. A flyer is an unfolded page, printed on one side or both, that promotes a specific event or sale. Because of this, there tends to be less information on a flyer than on a brochure.
How to create an effective brochure
Set the objectives you want to achieve with your brochure and determine your metrics
Before you design, choose your metrics by defining what your objectives for your brochure are.
If you want to drive people into a retail location, you could include a coupon or voucher and then measure how many of them are redeemed at your store.
If you are trying to drive people to your website, you should include a custom URL or QR code on the brochure and then track the number of visitors during the campaign.
Establish who the brochure is aimed at
Different audiences require different designs, and if you’re not clear on your audience, you might design a brochure that won’t work for your prospects.
- Who is my ideal customer?
- What kind of information are they looking for?
- What kind of tone do they expect? (I.e. Corporate or conversational? Humorous or serious?)
Think about the context in which it will be used.
If you will distribute your brochure during a specific event, such as a conference or product and service launch, you will need to ensure the design and copy are appropriate for that situation.
If you serve more than one industry, you could create different brochures that your sales team can share with your clients, showcasing specific solutions for their problems.
Keep it simple and concise.
While brochures offer more space for your copy than a flyer, their focus should be to entice your audience to start a conversation. You should offer enough information to generate curiosity and interest, but not try to fit all the information about your service or product.
Tone of voice
Depending on who your audience is, you should choose a tone that matches their expectations. For example, if your brochure is going to be shared with parents to explain the benefits of your school, your tone needs to be informational, but you may be more informal and conversational. If, on the other hand, your brochure will be shared with management and C-level in the Financial Services industry, you may use industry appropriate terms and jargons.
Include your USP
Your brochure should generate interest from your target audience. For that, you should answer their question on “Why should I hire you or buy from you?”. Make sure that you answer this question throughout your copy, by showcasing what makes your organisation different from others.
As a key piece of marketing collateral, ensure your brochure includes high-quality images that best reflect your brand and its offerings.
The colours used in the brochure should be consistent with your business’ colour palette.
Make sure that the typography (fonts) you use reflects your brand’s design and ideas. You should choose two fonts that work well together, one for headings and the other for the copy.
Also, guarantee that the size and design of your fonts make your brochure easy to read and understand.
Choose your brochure type
The Half Fold (or Bi-fold)
This fold is great for telling a story, since you can introduce an idea on the front cover; provide more detail on the inside, before leaving your audience with a CTA or final message on the back page
One of the most popular types of brochure folds, the tri-fold, divides your sheet of paper or card into three.
The Z Fold
The z fold is another popular form of brochure fold. The benefits of the z fold are that content can be divided into three parts, or run across all three panels to take advantage of a greater area.
Azure Communications has the experience and expertise to help you create your next Business Brochure. Call us at (0)1 531 2695 or email firstname.lastname@example.org