You’ve seen it before - the standard company brochure that starts with your company's facility, static head shots of the key people, and enough copy written to rival "The Fountainhead". These are probably the most common types of corporate brochures being handed out at trade shows and mailed around the world with the goal to show that a company is reliable, large, and has a terrific history. You’re only problem? No one really cares about those types of brochures. In order to avoid creating some good kindling for the fire, approach your company brochure with these four steps:
1. Start with what your company stands for. GE: “imagination at work.” Apple: "think different." 3M: "Innovation." LG: "life's good." Dedicate a full spread to only your slogan, mission, or vision statement. After all, that is why you’re in business. If your company doesn't have an inspiring slogan or statement, it's time to write one. The more space you give to this statement, the more you believe in its importance, and the more your potential shareholders and current customers will believe in it too.
2. Make it a rich and visual journey. Tell the world what your company creates through dynamic pictures and images. If you are about helping disadvantaged children, show how they can be lifted up. If you sell airplane parts, show how the world moves because of you. If you sell packaging for food products, show how the world can enjoy their favorite snacks a little easier. Make a point about your key advantages and how your company approaches solving problems. Avoid overwhelming your reader by making it short, simple, and sweet. Realistically, you only have a minute per page (or less) to attract and keep your reader’s attention.
3. Show executives and employees in their real habitat. Let's drop the Napoleon poses. Show your mechanic fixing something, the designer crafting, your sales representative traveling, and your CEO relating to and leading the team. Hire an accomplished photographer who can make the staged shot look real, natural, and moving. This will ensure you stand out from the crowd of stiff and stock photos.
4. Let the materials do the talking. You wouldn't show up to a meeting wearing a t-shirt and cargo shorts. So why would you send brochures out that are on the least expensive materials possible? Quality is something you can feel. Make sure the paper stock you select to print on represents the quality and sensibility of your company.
The main goal of your corporate brochure is to inspire trust and confidence. If you use these four steps, your brochure will accomplish that daunting task. Need some help designing or printing your brochure? Contact the Rex 3 team.