<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=6008611837624&amp;value=0">

Integrate Your Corporate Brochure Strategically Into Marketing Communications

Tue, Feb 05, 2013 @ 01:48 PM / by Chuck Lohre

Lohre Marketing and Advertising Design Author Graphic

The introduction, the elevator speech, why choose me?

These are all goals of the introductory corporate marketing communication brochure. A combination of visual magnetism, history, curiosity and purpose. You certainly want someone who actually reads it to come away clearly understanding who you are and why they should trust you with their business.

In this example the company has three divisions. One division had invested in an attractive line of product literature and a corporate overview. Their marketing communications needed the corporate overview because the market didn't know the parent company as well as other players. When the time came for one of the other divisions to need a corporate brochure it was a natural to borrow some of the design elements and customize it to their market. The results are that as a whole, if all the divisions were being presented, the parent company looks focused on their markets and their customers.

Brochure Cover Design 1Brochure Cover Design 2

The brochure cover's number one purpose is to get someone to pick it up and open. In this case it is the reflection of a photo from the founding of the company in 1951. Hundreds of employees attended a holiday program in their new plant; the photographer captured them as they all turned around the face the camera. When we create the third brochure we'll use the same reflected image but in their product.

Cover Strategies:

  • Visual Magnetism - Use a clever visual technique that intrigues the reader and teases them with what the company does
  • Company name needs to be prominent
  • The company tag line should point to mission and vision

Usually these brochures don't stand-alone and are a continual process of evolution from previously printed pieces and web sites. And that's a good thing; rarely does a brand need a complete overhaul. The best thing is to stay on course and make small corrections. This sequence of photos illustrates the evolution of a rock crushing machine company over the last 50 years.

Brochure Design 1Brochure Design 2Brochure Design 3Brochure Design 4

Now for the reveal - the first spread! Make it good because it sets the tone for the rest of the brochure. 

Brochure Spread Design

In this example a cutaway drawing is used to illustrate the benefits and features of the product.

For multiple page brochures and catalogs a consistent grid is needed to establish the rhythm of information. To show the user where to find the information he is looking for. English readers follow an established path from the upper left to the upper right to the lower left and then the lower right. A "Z" path.

Brochure Design Grid resized 600

This image illustrates the cover and inside page grid for a four model machine tool spindle drill head.

Brochure design Cincinnati resized 600

This inside spread illustrates all the different voices you can mix and match to provide content and not tire the eye:
• Clear statement of who we are
• Our sister companies
• An aerial view of the plant says it all about the size and capabilities
• Our personal sales approach
• Our history through the group photos and the timeline
* For more information go to our web site

Finally, after the brochure is all done, out in the field and selling product your job isn't done. Listen closely to the feedback coming from the field and incorporate new ideas and benefit/features that help market the product. Sometimes the simplest changes help push just the right buttons in the sales cycle.



Meeting

Request Free Guide

Request our free guide to Internet Content and Online Prospect Relations Management

Topics: Literature Design, Promotional Brochure Design, Industrial Marketing and Advertising Literature, Metalworking Equipment Marketing, Advertising, Advertising Design, Advertisement Design, Advertising Literature, Advertising Literature Design, Corporate Advertising Literature, print advertisements, Cincinnati Literature Design

Lohre Advertising, Graphic Design, and Website Design Author Photo

Written by Chuck Lohre

Owner of Lohre & Associates Marketing Communications. The company celebrated their 80th Anniversary in 2015, his 38th.