Put readers first
When thinking of how to design a brochure, keep the end purpose in mind. Is this a brochure that's going to be posted out in response to requests made on a website? Is it a giveaway at an exhibition, or a leave-behind brochure? When someone opens it, what will it say to them? Design for that person, not for yourself.
Play to your audience
You cannot serve everyone, so just focus on your desired target market and how you want to engage with them. A brand with too wide an appeal will struggle to appeal to anyone.
Include your USP
In your brochure you need to answer the age-old question ‘Why should I buy from you and not them?’ It might be a different product you sell or special service you provide or it might be the way in which you deliver it, but it is important to underline this in your brochure.
If you are printing larger quantities to save money, you want the brochure to be relevant for at least 12 months so avoid talking about staff or changing dates. For example, rather than saying you have been in business for 20 years, say you have been in business since 1995, so your brochure doesn’t date so quickly.
Align with your image
It is key that all your marketing communications share the same image. This is not just your logo, it’s not only your company colour theme, it's also your core principles and style. Imagine you are your own customer, put yourself in your customer’s shoes and think about what would appeal to you or test it on friends and colleagues. Sell the benefits ‘to the customer’ of the product of service, picture the product from their point of view. If you can answer the potential customers question of ‘how will benefit me?’ then you’ve got their attention.
Create a compelling cover.
Of course, people do judge a book by its cover. Consider using a catchy headline, call to action, or engaging question on the cover of your brochure. (Keep it short, though; you don't want too much clutter on your cover.) Brochures are a fantastic marketing piece for any business to have, and if done right, can be very effective!