Literature/brochures

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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, & as aides-memoire.

The glossy brochure works because it says you are investing heavily in the brand & 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 & price pages have an additional practical & legal role, but their branding function is also to promote the trustworthiness of the brand, & 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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