Design > Brochures
Brochures are fun. I go on and on about how I like to solve multiple problems with one solution, and this kind of project really gives me the legroom to do that. We had just rebranded Continuum, and they wanted to go after more of their lucrative B2B business. So the first thing I did was get some one-on-one time with the sales team. Look, if you’re creating sales collateral, you have to get the reps involved no matter what. Number one, they’re the ones out there trying to make it work. And if they’re worth their salt, they’ll give you some great insights on how to help them. Number two, if you go off and make something in a vacuum, they’ll have no ownership of the final product and your beautiful work will never leave the box the printer shipped it in.
FINAL: The cover of Continuum’s business brochure. The purpose? Convince businesses that Continuum is a not just a local option, but an unexpectedly capable partner.
Robin and Tyler were great/super helpful. The net of the net was that none of the out-of-town competitors had to do anything to prove their worth. An endless churn of sales people dropped off rate cards and the business just made itself happen. Robin and Tyler had more work to do. A lot more. They had to tell them who Continuum was, and then convince them they were up to the task of handling their business critical services. They had to make a case that having a local provider was actually a really big advantage over going with any of those out-of-town providers. So this was the task. There were two tiers we had to communicate to – small businesses (nail salons, bars, restaurants), and big enterprise accounts (manufacturing, medical offices, business parks). We were budgeted for one collateral piece, for both.
FINAL: The first spread of Continuum’s business brochure introduces them (problem number 1 – who are you people?) as a local provider doing a lot to help local businesses. Lots of eye candy tell essentially this same story over and over (and over and over).
When I do a collateral project, every spread has to solve a problem. So, the number of problems determines the length of your brochure. Every brochure project is different but I tend to tackle each one in the same way – knowing nobody wants to read your brochure. So why do ‘em? Because it’s an excellent, super versatile tool. I’ll get to that in a minute. But really, no one wants to read these things. That’s why in each spread I try to focus on the main problem briefly, then pepper each spread with lots of pullouts, tidbits, graphics, photos and captions. Sometimes all these bits are unabashedly saying the same thing – the point I want you to take away from this spread. In other words, even if you just skim this thing you’ll pick up what I’m putting down. And all of it combines to reinforce the brand as reliable and strong, local and friendly, and more than capable of handling any size job.
FINAL: Second spread, second problem – Continuum may be local, but we’ve got incredibly talented, experienced people running this place. Remember, the logo assignment for this rebrand had to shout RELIABILITY. This spread had to back it up.
FINAL: Ah, this spread is for the big boys. The enterprise business that’s going to have a LOT on the line with any provider. We had to prove we could speak their language. You want to talk about Dark Fiber, Colocation, and Ethernet Transport? Brother, we can talk about that and more all day long.
FINAL: This spread is about not just supporting all kinds of business, but also being involved in the community. Because we’re real, local people.
The fun thing about this too is that when you give it to a small business owner, they see what you’re saying to way bigger customers. It’s sort of comforting to know that, 1) this company can more than handle my business, and 2) should I realize my dreams and expand, this is a provider worth sticking with.
So back to why, if no one’s going to read this, it’s still worth doing. Well, this one piece can be used in a LOT of different ways. The printed version of this piece became a great little book on what and who this rebranded company was. For example:
The CEO, Board of Directors, commissioners, mayors, town managers and PR folks who had to promote and defend this business could now be on the same page and speak the party line for everyone in the company and all the interested stakeholders
The sales team could use it as a walk-through of their pitch (which it really was, thanks to their involvement)
It’s a great quality leave behind, and as a mailing, it’s harder to throw away than, say, a giant rate card postcard. The piece says, “this is a quality piece and you’re worth having it.”
As a PDF it could be used as:
a sales email attachment
a free download on our website. Give us your email and we’ll tell you why your local choice is your best choice.
a free download in a social media campaign
a free download in a B2B html email campaign
Also, you could enlarge and print each spread to decorate the customer care office. Or hang ‘em up in the conference room. In the end, Continuum didn’t get the brochure they thought they needed. They got a lot more.
DAVE SOPP – Creative
Yep, that’s me. I’ve got over 20 years of marketing strategy, graphic design, advertising art direction, and illustration experience. Want to use some of it? Email me at dave@davesopp.com
