My latest desktop publishing contract involved creating the branding (logo and brochure) for Manungurra Aboriginal Corporation. This not-for-profit organisation was keen to submit a proposal to secure government funding for a boarding college for indigenous secondary school students near Tennant Creek in the Northern Territory. It was very satisfying to work on this project to promote such a positive initiative for young Aboriginal children. So I felt honoured that my brochure was one of the promotional tools the directors of the Manungurra Aboriginal Corporation used for their funding submission.
Brochures are a good way to communicate information in a simple, eye-catching manner that attracts potential clients or promotes an event, product or service. A well-written and professionally designed brochure is an effective and affordable way of communicating your message to your target audience. The publication should grab your readers’ attention, inspiring them to want to take action or learn new information.
Purpose of a brochure
How to do you create a professional-looking brochure that informs, educates or persuades your audience?
Before launching into writing the content for your brochure, spend some time planning the overall layout design, including images, written copy, headings and captions.
Ask yourself the following key questions:
- What is the desired outcome for your brochure?
- Is its purpose to persuade or inform readers?
- What opportunities or problems are you aiming to address?
- What is the best way of communicating your underlying message?
Having one primary purpose or approach is more effective than producing a general brochure that tries to cover a large range of topics and hence lacks focus.
Stand out from the competition
What do you offer that sets you apart from other companies, products and services? What image and style do want your audience to perceive about your business or organisation? An effective brochure will help you to stand out from your competition. It should contain content (both written and pictorial) that emphasises unique aspects of your business. Consider your brochure as being an ‘appetiser’ for your business or organisation: it needs to provide a small taste that leaves the reader wanting more.