Improve Your Company Image With Quality Brochure Design Posted: May 28th, 2013 in Brochure Printing,Influence Graphics,Printing in New York City Quality Brochures Although there are plenty of promotional tools used to market goods or services, nothing markets a company’s image better than a brochure. Used by small, medium and large companies alike, full color brochures are one of the most effective ways to present a business in the best light as it creates a powerful impression in the minds of a given target audience. Because a brochure is an essential component of a business’s strategic work effort, it is important to distinguish three separate but equally important functions a brochure provides. While a given brochure may satisfy two or three of these functions, every brochure should touch on at least one of these areas otherwise it’s a waste of money. These three main functions are; 1. Informative: This type of brochure informs your potential customers about the company and the products or services it provides. If the product or service is technical or extremely complex in nature, consider including graphical elements such as charts, photos and infographics that represent a benefit that potential customers can identify with. 2. Promotional: This function of a brochure emphasizes the selling of something, even if it is ultimately the image you want to project about your company. To accomplish this, a good promotional brochure will always emphasize the benefits that the reader (i.e. potential customer) should expect from the goods or services the company offers. To this end, communicating the company’s unique selling point (USP) along with a call-to-action that directs the reader to do business with the company is essential. 3. Branding: This function sets the company apart from its competitors by outlining its distinctive characteristics. Although this can be difficult to do when other companies offer the same features and benefits that yours does, a brochure that clearly communicates your company’s niche will create instant credibility in minds of its readers. Customers expect a credible company to have printed sales literature and this starts with an attractive company brochure as any boiler room business can spend a few bucks and get business cards and letterhead printed up. If you want to look like you mean business, your business needs a brochure. Because the brochure is such an important part of marketing a company’s image, you may want to bring in some expert help in creating your brochure. This can be accomplished by discussing affordable brochure printing options with your commercial printer such as which format is best, how many pages it should consist of and the manner of typeface(s) it should use. These print professionals will be able to help you decide whether you should design your brochure with fancy graphics and oversized fonts (promotional brochure) or go with a simpler and more austere design (branding brochure) that is nonetheless appealing. Irrespective of the size of a company, a brochure is a cost-effective manner in which to convey the organizational values and principles characterize a business. Because it’s such a powerful tool for building positive impressions in the minds of potential customers, so long as it has strong writing, clear layout, attractive graphics and simple folding, a brochure should be able to create and maintain a positive image of your company in the mind of both existing and potential customers.