PrintEmail

"We think we need some kind of brochure . . ."

Every marketing and communication consultant, every graphic designer, and every printer has heard that phrase or one like it.

Usually it's the start of a client's vague description of something that needs to be developed, written, designed and printed.

• They¹re not sure exactly what it should contain.
• They¹re not sure how it might look.
• They¹re not even sure what it might achieve.
• But they're sure they need one.

There are plenty of suppliers who can create and produce printed material. However, it is the client's responsibility to ensure creativity and professionalism are channelled in the right direction.

If you provide only a vague outline of what is required, don't be surprised if the results are inappropriate for the audience, inconsistent with existing material, or contradict your market positioning.

Well defined brief
Conversely, when you provide a well-defined brief, your only surprise should be at the brilliance with which it has been achieved.

You shouldn't take this to mean you should give instructions about writing style, colour, typography, or design approach. Don't tell those who know about such things, how to do their job.

Instead, define clearly what you want to achieve as a result of their efforts.

Writers, designers, illustrators, and photographers will do better work when they understand who the audience is, and what you want their perceptions and reactions to be.

Some businesses embark on a print production project without those factors defined and a vague outline leads inevitably to an unfortunate and expensive outcome.

You should be able to describe the target audience in detail. What sort of people are they? What circumstances will they be in when they receive the material? Do they have any existing knowledge of the subject or will certain things need to be explained to them?

If your printed material is intended to affect perceptions (why else do it?), how do you and your organisation want to appear?

• Is it a company profile to tell potential customers who you are and what you do?
• Is it a brochure for existing customers, to help them select the right product or service from your range?
• Is it something quite specific which aims, say, to get people to respond by mail with information which you need?

If you don't have clear answers to those and similar questions, don¹t be surprised if the result is wide of your ill-defined target. However, your printed material will achieve more for your business if it is planned with the end in mind.

If you feel you need “some kind of brochure", but you're not sure exactly what it should contain, how it might look, or what it might achieve, I'd be happy to help you sort out those details.