Your corporate brochure is probably the most important, and costly, piece of collateral you will produce. But … do you need one? Many times the answer is "yes." However, there are times when the answer is a resounding "no."
Here are a few questions to ask yourself before plunging down the corporate brochure road:
- Is your corporate messaging and vision fully developed and stable?
- Are your products moving in a consistent direction?
- Do you know which markets you are going after?
If the answer to any of these questions is "no," take a pass on a corporate brochure. You will be better served (and your marketing budget will be less impacted), if you make do with news releases, data sheets, solution overviews, or even simply Web copy.
If you are in the process of determining whether to produce a corporate brochure, retaining a full-service marketing agency could be the best marketing dollar you spend: you will gain objectivity around your situation, industry best practices, and a perspective that will guide you to the most cost effective marketing solution for your company.