Wednesday, May 16, 2012

How to Write a Corporate Image Brochure People will Truly Want to Read - Developing a Positive Brand Image

How to Write a Corporate Image Brochure People will Truly Want to Read - Developing a Positive Brand Image

Writing a corporate image brochure is truly a study in futility. Two things are certain about these expensive, glossy booklets:

1) Almost all companies of any size feel compelled to produce them.
2) Virtually no one ever reads them.

It is not difficult to understand why. It's in the name. Most such brochures are far too concerned with "image", i.e. making the company look good, than with communicating with readers. So why should people read it?

The solution to the problem is well-known: Write from the reader's point of view.  
But while everyone may know this, hardly anyone actual does it. They think they do, but they don't. Too often the rationale for the brochure is, "This is interesting and important information, so people will surely want to read it." This is not writing from the reader's point of view, but the company's point of view.

But it doesn't have to be this way. Some years ago, I was commissioned to write a corporate image brochure for a pharmaceutical company. When it was printed, not only did people read it, they actually called the company to request additional copies to give to friends, clients, and professional colleagues.


1 comment:

brochures samples said...

These are awesome designs! I was looking for some inspirational brochure design ideas. Which I found from your blog also provided me complete design ideas.

Followers