Key branding principles behind literature/brochures
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Question - do we still need physical brochures and literature nowadays when most of our information is on the Internet?
Answer - quite possibly not in your specific case, but we would advise you not to reduce the quality of any brochures and literature you do produce because the quality of presentation, over and above the content, is a strong signifier of the quality of the brand
Key points
Literature & brochures, above all, serve as:
- promoters of brand trustworthiness
- reminders to include the brand in the customer's brand landscape
Customers rarely read them in any detail, but they are used as markers of trustworthiness for other people, and as aides-memoire.
The glossy brochure works because it says you are investing heavily in the brand and do not intend to mess it up with product/service quality problems. The cheap-looking brochure never really works as it shouts "don't trust these people!". So, however simple the message, place it in a well-designed context. You may not persuade the customer to buy your products/services, but that is not what literature & brochures are about. And do not pay any attention to customers who say "I never pay any attention to glossy brochures" - they do.
Data sheets and price pages have an additional practical & legal role, but their branding function is also to promote the trustworthiness of the brand, and they should demonstrate the same attention to detail. Customers will judge the quality of your products/services by your data sheets/price pages.
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