Q: How do I go about building a brand?
Oct 15 2008
Answered by: Jackie Jarvis Ask a question
Using a variety of means, the aim should be to receive instant recognition of your product (or company) name and an understanding of and favourable reaction to your business among your potential customers.
Brochures, leaflets, flyers and data sheets
These can be used to send out in response to sales enquiries or possibly mailings to generate interest. But, beware the unfocused, general, corporate brochure that has no specific product to sell. If it is not informative and specific, such a brochure may simply be consigned to the bin.
Brochures can be relatively cheap, and there is no need to make them glossy or over-complicated. You can use a brochure to describe your product as well as drawing attention to the benefits. While you need to be careful not to make it too general, you also need to avoid filling a brochure with a mass of technical details. If the only recipients are going to be highly technical people, consider cheaper forms of product information, such as leaflets or data sheets. Or keep the brochure jargon-free and tuck a one-page technical sheet in the back.
Leaflets are cheaper still, as they may be only one or two pages or a foldover. Again, the style should be consistent, and the leaflet should not look low-quality. A leaflet can be used more widely than brochures, given out at exhibitions, sent out in mail shots or dropped through letterboxes. A leaflet should try and attract attention and increase awareness for your name and product. What is likely to catch a target reader’s eye will be a benefit from your product that is something your target customer is interested in.
Flyers are a good, sensible option for small businesses. You could have an A5 one-page flyer, or an A4 flyer folded into three to fit into a standard DL envelope. The flyer could be four-colour one side to incorporate your logo or illustrations of your product, and mono on reverse to give the details.
Data sheets are simpler still, can be printed in your office, and supply product details without a big selling message.
You need to work out your costings very carefully before going for a full-blown brochure. Instead, look closely at the options of flyers, leaflets and data sheets. A cheaper alternative to a brochure may still generate as much interest and so be much more cost-effective.
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