Questions to Ask Before Designing a Brochure

Have you ever looked back and realized you should have asked a question that you didn’t? When you have a busy day that can change at the drop of a hat it’s easy to let something slip your mind. However, as an Account Executive or Project Manager, nothing should get by you. Having to go back and ask questions you should have during the initial meeting, takes valuable time away from your day and may diminish your credibility with the client.

To help ensure a smooth start to each of your projects, I’ve put together a series of lists of questions to ask your clients when beginning a new project. Since there are a variety of different projects you will be managing, let’s start with one of the most basic – the brochure (future blog posts will address other projects). For the purpose of this post, I will be talking about the design and development of the brochure. Look for my post next week to read about printing it.

1. What is the purpose of the brochure? – Be sure you understand what the goals of the piece are and what the company wants it to say about them. The answers to these questions will give direction to the creative team.

2.Who will be reading the brochure? – Depending on the audience, the writing style and content will vary. For example, if the audience is current customers, you may be able to give a top level overview of certain areas, as they are already familiar with the company and the services they offer. However, if it’s for new customers, they may have no pre-existing knowledge of the company and what they offer and may need a bit more information.

3. Do you have existing copy? – Once you determine what they want the brochure to convey, you will need to determine if there is copy from a pre-existing piece that can be modified, if the client will be writing and supplying it, or if copywriting is required to generate content from scratch.

4. Do you have existing images? – Discuss with the client whether or not they have images they can supply, if you will be doing custom photography, or if stock photos will need to be purchased. If stock photos are needed, be sure to account for that in the budget.

5. Can you send me a high-resolution version of your logo? – If you do not already have one, you will need to obtain a high-resolution logo file from the client. Pulling one from their website or any electronic piece will not provide a high enough quality for printing. If they do not have one, you may have to re-build it.

Every project is different, and therefore there may be additional materials you need to gather and questions to be asked of your client to ensure the piece is on strategy. With this simple list however, you will have the basics covered and will be able to hit the ground running on your next brochure project.

Do you have any other tips to help a brochure get started and completed as best as possible? Share them with us here.

Your customers deserve the brochure that best represents your brand. 

A French word derived from “brocher”, or to stitch a book, a physical brochure may feel like a marketing step backward these days. In this digital age, a gorgeous company brochure stands out by its ability to physically stick around. There’s no bounce rate with a physical handout. A great brochure is a return to a time when one could sit and enjoy a piece of literature in their hands without pop-up distractions. A slick brochure can make a great first impression and leave a lasting impression. Even though a brochure is a great tactile first touch for your audience, the right steps should be taken to make sure your investment isn’t immediately hucked in the trash.

1. “What is the goal of my brochure?”

Just like a website or email, your brochure should have a very clear purpose. The aim of your brochure could be to encourage tradeshow goers to submit their contact information to your website. Another brochure could be used to educate existing clients on additional products for an upsell. The goal of a specific brochure should not be vague. It may be necessary to design a series of brochures, each with a different goal. When designing any brochure, start with the goal in mind and work backward.

2. “Would my audience like this brochure?”

All of your marketing efforts should appeal to your target audience. Some people appreciate colorful images. Some individuals may be like police detective Joe Friday from “Dragnet” when interviewing a witness — “Just the facts, ma’am.” Each brochure’s design should make a target audience want to keep flipping through the pages. The design should make them want to keep it. Everything from the colors to the type of paper used should all have the intention of resonating with your audience.

3. “Does this brochure accurately represent my brand?”

There’s a chance that your brochure may end up sitting on a lead’s desk or coffee table for a while. For this reason, it’s important to make sure it’s sending the right message about your brand. From fonts to colors, images to graphics and wording, your brochure should be oozing your brand’s vibe. For the sake of consistency, your brochure’s imagery should also mirror some design elements of your company’s website and other branding. The design of your brochure should be consistent with the rest of your brand messaging elsewhere

4. “Does the company printing my brochures have my best interest at heart?”

Once you’ve carefully designed and tweaked your company brochure to you and your target audience’s liking, finding the right printing company is crucial. Because this is an investment in your company’s branding for years to come, you want to find a printing company you can trust for years to come. You’ll want a printing company that can print large volumes of high-quality brochures on short notice for a competitive price. Your brochure printing company should have years of experience in helping businesses meet their goals. Cheers to the success of your brochure!