brand marketing blog

I'm probably just as much to blame for devoting most of my blogging and tweeting time to social media and digital marketing as the next brand strategist. But there is much to be valued in some of our more 'aged' but effective marketing friends.

It would be fair to say that the nature and purpose of a good brochure design has changed - it's no longer the custodian of all sales and marketing information for a product, brand or company. The web has become the repository for detailed information and the brochure is much more of a 'leave behind' reminder after a sales interaction.

The brochure can also be used strategically as a segway to drive prospects through to your website or social media sites by incorporating a compelling call to action. With the condensed nature of the modern brochure, writing concise and punchy copy has become a prerequisite. Leave your long wordiness for the website, where Google will reward your verbosity. And please, don't entrust your brochure to the receptionist or IT guy (or your local printer for that matter).

It's quite an investment by the time you've printed it off, so engage a marketing professional (not a graphic designer) that knows how to craft a strong message and package it with compelling graphics. Don't scrimp on the print finish either - your brochure is one of the few tangible marketing tools that prospects can relate to, so give it the full monty.

The above brochure was designed and printed by Bold Horizon for PlanB Search.