UK: Design/PR - Do I need a brochure?

UK: Design/PR - Do I need a brochure? - And if you do, how to make your pages speak volumes.

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Last Updated: 31 Aug 2010

And if you do, how to make your pages speak volumes.

As a small business grows, there is inevitably a marked increase in demand for information about it from various sources.

A corporate brochure is often the answer as it can be used to answer a whole range of queries generated by customers, the press, visitors and new recruits. But because it addresses broad issues it cannot be all things to all people. So before deciding whether to produce one, it is worth asking a few questions including the following:

- Why do we want a corporate brochure?

- What is the target audience?

- What do we want to tell them?

- Do we want to elicit a response?

There are other issues that you may want to consider, such as the method of distribution and the size of your budget.

Once you have answered these questions to your satisfaction, the next stage is to establish broad headings for the contents and decide who is going to take responsibility for the document. Many of your senior team are likely to have opinions on what should be included. Take their views on board, but disagreements will delay the project unless the individual driving it is senior enough to take final decisions.

Once you are clear on what you want from the brochure and of its contents, you are in a position to brief a design consultancy. The quality of the brief you give will determine your pleasure with the results. Pass on as much information as you are able, and ask lots of questions at the initial stages about how the consultancy works - so that you can gauge progress. It is also important to get regular cost updates.

Throughout the production process, keep referring back to your original brief to ensure you are not sidetracked. Resist the temptation to compromise the brochure's purpose. Once finished, you should have a piece of literature which says something positive and informative about your organisation.

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