The importance of brochures and custom business cards should not be underestimated in today’s professional world, whether they are for profitable businesses, non-profits or social organizations. Given the ease of today’s digital marketplace, feelings of intimidation by the vast options in marketing and advertising should be erased by the possibilities the information presented can provide to the potential customer.
Brochures are multi-fold pamphlets that can be distributed to your target audience, whether that is customers, donors, patrons, or volunteers. They contain information and statistics that is most important to your organization. Most brochures consists of three or four panels that are peppered with text and pictures, both front and back.
The design of your brochure should match the feel and personality of your organization. Brochures can be printed on either glossy or matte paper. They can use either four-color printing processes for vibrant pictures or you can choose two-color processing, which can yield an elegant and understated look.
When you are considering the design of your brochure, try to focus on your goal. For example, if you are advertising an event, make sure you include all the information that would allow a person to attend. This would include things like the date and time, the location, and what the event is about. Or if you are trying to solicit donations, you could include a pledge form in the brochure.
We all want to save a little money here and there, but ordering cheap business cards is not the way to go. People take your business cards with them and remember you based on the impression your card gives. Make sure your business cards are of good quality so people will know that your business is of good quality too.
You must walk a fine line with this decision. You need to choose a card that communicates high-quality but not wasteful extravagance, especially if your organization is non-profit. You don’t want your colorful brochures to give would-be donors or volunteers that your organization is squandering away its money on promotional materials and collateral. If you head the advertising department of a non-profit or volunteer organization, always keep budgeting concerns in mind and aim to get a polished, professional look that fits nicely into your budget.
Two of the most used time-tested pieces of collateral that any organization should use are brochures and custom business cards. When the time comes to design and print your company’s brochure, consider your business’ personality and convey that in the piece. When you are considering the design of your brochure, try to focus on your goal. For example, if you are advertising an event, make sure you include all the information that would allow a person to attend. To save on costs, it may be tempting to order cheap business cards. But remember that people will remember your business cards long after they meet you, so quality is the key.
- Jacob Mielson
Highlights 
July 29th, 2008 