You are strolling through the shopping centre and something catches your eye from the info kiosk- a folded document with a photo of some delicious food and a restaurant’s name in an attractive font. You open it to find the place has great reviews and their sample menu looks simply scrumptious. The next thing you know you are hungry, and are following the map on its back to the restaurant’s nearby location! You were looking at a brochure, and it succeeded in doing its job!

There are a lot of ways to advertise your business’s goods and services, and even though lately most of the focus is on doing so online, there are still plenty of good reasons, such as the example above, to add  print brochures to your marketing strategy. Basically, a brochure is a small, easily carried-document that contains some kind of information or promotional content. Most brochures are used as marketing tools by businesses advertising their products. There are several different types of brochures as well as ways to distribute them, but their main goals are to be brief and enticing.

There are some things to consider before designing your business’s brochure, let’s go through them now!

Know Your Brand – Before designing your brochure, you need to know everything you can about your brand, like its history, its purpose, and its values. This will help you to consider your essential marketing goals, and deliver everything you want people to know about your brand. Your brochures must be a reflection of your brand’s identity in its messaging and design. Your brochures need to promote your brand’s image by using the same logo and font as your business’s other advertising and signage does, think of these elements as your brand’s signature that represents you as a company.

Know Your Audience –  Who is the target audience your brochure is aimed at? A brochure for a fancy French restaurant and one for a kid’s pizza and game place might both have pictures of food on them, but the resemblance will end there! Knowing exactly who your target audience is means you will be sending out the right message with your brochure’s images and text.

Know Your Purpose – What message or concept are you trying to send with your brochure? Do you want to bring people to your establishment? Do you want them to take a look at your website? Do you want them to order something over the phone? Having a clear purpose will make the design process flow much easier.

Know Your Delivery – By what method do you want to deliver your brochure to the public? Do you want to make it a digital brochure you can share online that can be downloaded and printed by interested customers, or attached to an email list’s monthly mailing? Do you want to have your brochure professionally printed and leave it at a kiosk, or hire people to hand it out to passersby on the street?

Knowing the answers to all of these questions will help you create an influential and well-targeted brochure design that will advertise your products and services and pique people’s interest in them!