Our Top 5 Tips For Successful Brochure Design

A piece of print will always carry a sense of value and prestige high quality and a well-designed brochure can have a significant impact. Whether you wish to boost enquiries, increase brand awareness or display important technical information about your services or products, the design will play a crucial role in achieve those objectives.

We’ve compiled this list of important points to help with the brochure design process:

  1. Outline the brochure design objectives:

    Before jumping into the brochure design for your clients, or for your own brand, outline clear design objectives. As with any design and communications piece, it’s crucial to understand what the brochure is designed for so you can evaluate its effectiveness when it’s been delivered.

  2. Draw sketches:

    In the initial phase of brochure design, it is always a good idea to start with rough sketches. At that stage, layouts and the overall outlook are more important than the finer details. Try to come up with a couple of initial concepts and test a few of them to help decide on the final format for your design.

  3. Consider the typography:

    Using too many different fonts in one brochure can have a negative effect on the overall design. Adhere to the brand guidelines and restrict your font preferences to a select few. Try to keep the type style and layout consistent with other marketing materials. If there’s an existing type style, don’t create something new unnecessarily.

  4. Impeccable content:

    Well-written and targeted content is the key to success for any brochure design. Content should be double-checked with regards to spelling and grammar, as well as kept simple. Don’t overload the brochure with marketing jargons. Finally, always think about adding value by understanding who the brochure’s audience is and try to solve their problems.

  5. Use the right imagery:

    Make sure the important visual elements stand out and contribute towards making a good first impression. A selection of strong images can make all the difference, so it is worth spending some extra time to come up with the right visuals. Many brochures fall down by using cheesy stock photography, so always make use of good photography where the budget allows.

Our work examples of Brochure Design:

Cisco

Cisco Smartcare Brochure

Trend Micro

Trend Micro Launch Brochure

Kardex

Kardex Brochure Cover

Digital Marketing: Unveiling The Channels That Boost The Bottom Line

Today, more than ever, competition is fierce for marketing budgets between the main digital channels. Search, social media, display, affiliate and email marketing are still growing at a steady rate, but the good news is they have finally been around for long enough for marketers to decide where they should spend their budgets.

Custora, the lifecycle marketing company, constantly analyses a number of key metrics (including customer acquisition) in the $200 billion U.S digital marketing and e-commerce sectors. Their findings are solid as they use aggregated data taken from millions of e-tailers and consumers. This year, the company has published data on the ‘lifetime value of customers based on the channel used to acquire them”.

content marketing, search marketing

The results are impressive:

Channel*                                            Customer lifetime value
                                                      (as a percentage relative to average)
_______________________________________________________________

Organic                                               54.25%
Cost per click advertising                     46.50%
Referral                                               26.10%
E-mail                                                  11.81%
Facebook                                              1.31%
Twitter                                               -23.36%

The table above shows that cost per click advertising helps acquire customers that are worth 46% more than your average customer. Organic search is top of the class, as it brings in buyers that are worth an impressive 54% more than the average customer. These are great results for both search channels. However, it is important to note that it is easier to show real customer value when the buyer comes directly via search. Search channels target people who already tell you what they are looking for; this means that they are further ahead on the intent graph. This is something that social platforms still find difficult to do.

To fight back, Twitter and Facebook are putting new tools in place in order to grab some of the intent graph via retargeting and new targeting tools. But the fact is, they both have a lot of work to do in order to become as effective as search channels with regards to acquisition of high value customers. The table above highlights that customers brought in via Twitter are worth 23% less (than the average customer) and Facebook only manages to bring in average clients.

With social channels upping their marketing game, search is going to have to work harder. This means that agencies and clients will have to look deeper into search users’ behaviour in order to better identify at what point the ‘intent to convert or buy’ occurs. This means having a much clearer view of the type of terms used for information gathering versus intention to buy or convert. In the meantime, we would expect that most of marketers’ money would remain on search.

* Results based on 2 years of data from 72 million U.S consumers shopping at 86 U.S retailers within 14 industries

Photo Credit: www.media.co.uk

Brand Identity: 6 Tips To Get It Right

brand identity, brand digital design

Success depends on more than just a great product or service. If you’re going to knock the socks off the competition then you need to build a brand that stands out in a crowd for all the right reasons. And that means consistent application across all media channels.

The brand development process is a series of steps that will first identify your brand values and define your proposition. Through consultation and research we develop an approach to messaging and a visual language that will create the overall brand identity. Once those elements are in place we can generate creative ideas that will inspire your audience, alter perceptions, change consumer behaviour and drive genuine business results.

We have compiled this list of useful tips to help you develop a successful brand identity:

  1. Tell a story:

    To begin with, define the story of your brand. Find an angle that strikes a chord with your target market. It’s important to convey a sense of how your organisation evolved so people can connect with the brand on an emotional level. Make sure this story is echoed throughout your communications and across all touch points; convey the challenges you’ve encountered, your hopes and future aspirations.

  2. Make it unique:

    Differentiate your brand from the competition. Make sure your brand identity is unique and resonates with your audience. Use an appropriate tagline and or mission statement to support your value proposition.

  3. Consistency:

    Developing a consistent approach is crucial to building a distinctive and recognisable brand image. Make sure this remains consistent across your website, social media pages, product packaging and event materials, not only visually, but also with regards to the content and tone of voice. This will all help to develop brand recognition and increased awareness.

  4. Make it memorable:

    As most of us are bombarded daily by a vast amount of information and images, brand recognition is crucial. The main ingredients to achieve this are differentiation, consistency and the selecting the right platforms for your brand.

  5. Personality:

    Develop your brand’s personality so that it contributes to better recognition. Associating character traits to a brand will help people relate to it. It’s important to spend time looking at your audience and understanding their values, beliefs and lifestyle choices.

  6. Clear and unambiguous:

    Your brand identity must be professional and unambiguous. Customers and prospects should be able to recognise your brand through its logo and tagline, even use of colour and context. Keep it simple and avoid conflicting elements that may cause confusion.