When it comes to any print medium, I always get a bit of a high when I send the “print” go-ahead to my design associates. This giddy ill-at-ease feeling is easy to explain – With the electronic medium, there’s more room for error because corrections can be made instantaneously. At the risk of sounding a tad dramatic – As print media go, I’d say the Corporate Profile Brochure is the absolute last place I’d want any slip-ups.
Your Corporate Profile Brochure is meant to reflect what your company is in entirety, so, it deserves its due bit of diligent thought and planning. Fail to do this, and you’ll be doing a great injustice to your company.
The following points should serve as a useful guideline for writing your Corporate Profile Brochure:
1) Align Your Brochure’s Content With the Image of Your Company. If your company is relatively new, take the time to decide the image you need to project, and make sure all your marketing communications adhere to this image.
2) Know the Value-Proposition of Your Company and Put it Across Clearly. Your Value-Proposition is what’s unique about your company – It’s what makes your business different from your closest competitors.
3) Your Brochure Should Have a Single Focus. This principle holds true for any piece of communication. When it comes to a corporate brochure, many people are extremely tempted to emphasize more on some new product or latest happening. This leads to confusion in the minds of your consumers as to what your area of focus is and also makes your brochure less timeless. Always have a single focus for your communication and stick to it.
4) Know your Target Market. Your language and communication will need to be in-sync with your target consumers’ demographic and psychological profile. Remember, you really shouldn’t care if your brochure’s copy does not appeal to people out of your target market. Know who you need to talk to and what you need to say before you get started.
5) Follow a Logical Sequence of Information. Think of your company as being “yourself” for a moment. When you meet a person for the first time, you always start with the basics – your name, what you do, etc. Follow a sequence that builds up a clear image of what your company is for prospects who have not come across your company before.
6) The Line on Your Front Cover Page Should Motivate the Reader to Open and Engage with Your Brochure. This line is your single most-important chance to hook a reader. Do not make any overly dramatic statements, and certainly never attempt any tricks or false promises. Clever yet humble headlines with or without sub-headings do the job best.
7) Give the Reader a Background of Your Company. Build a story of important milestones of your company’s history – familiarizing your reader with your company will make him comfortable and more susceptible to your suggestions. You may even consider including short profiles of a few key people.
8) Make Your Brochure Time-Enduring. Remember that this piece of communication will have to last a while. Including current events, etc, will limit its usage-time tremendously, as will the use of language like “we have been in business for 10 years” – Choose more time-enduring words like “we set up business in 2002”. But remember, even a Corporate profile cannot be used for too many years in today’s ever-changing environment, so, there’s no need to be too rigid with this principle.
9) Include a Call-for-Action. Be very clear as to what action you want your reader to take, and make sure you ask him to take it. This message is best left for the end of your brochure. Even a simple but warmly worded “please contact us” message would suffice.
10) Consider Including a High-Quality Mission Statement / Vision Statement. The age of e-commerce businesses that are “here today, gone tomorrow” has seen a slight diminishing of the “Mission” and “Vision” Statements. Including these however, do go a long way in conveying the crux of a company’s business and business values. These statements should not be changed at all, if possible, and certainly not often! They are meant to be enduring statements of your company’s purpose. The difference between these two statements is the subject of many a written and spoken word. In a nutshell – The Mission Statement needs to highlight the business your company is in, and its purpose for being in this business. The Vision Statement generally talks about the work that your company does and plans to go about doing towards realizing its mission, and the principles with which it carries this work out.
Remember, that your Corporate Profile needs to be very unique to your Company’s specific needs. Corporate Brochures are best written in collaboration with a professional marketing writer. Make sure that the Writer you hire follows the above guidelines while writing your Company Profile Brochure, and see your sales soar!