The Purpose of a Corporate Brochure. - Issue: 2002 Qtr 3
Sometimes a “corporate brochure” will be a marketing piece that’s recommended as part of an overall communications strategy. So under what circumstances does a corporate brand brochure make sense? What purpose does it serve? And what is its role in an overall brand communications campaign?
The answers to these questions really depend on how the company approaches its branding. A brand, as we know, is a promise to deliver. There can be different levels of brands within a company. For instance, there can be a corporate brand as well as product brands. If a company leads its communications at more of the product brand level, then a corporate brochure may not be necessary. If, however, the corporate brand embodies a promise that is not communicated via its product brands, then a corporate brochure may make sense.
The corporate brochure can embody everything that the corporate brand stands for — communicating the philosophy and processes that define the brand, as well as highlight key master brands, features, competitive advantages that support its promise to deliver. It can be used to communicate with the company’s audiences – shareholders, investors, the community, employees, etc.
For non-public companies, a corporate brand brochure can also be instrumental in serving up much of the corporate messaging an annual report would for a public company. It can be used to communicate with investors, the press, employees as well as prospects. It can also establish “a look” and “voice” for subsequent communications.
With all that being said, some people still question the value of producing a corporate brochure. Because it usually takes a significant investment in time and resources to produce one, and it sometimes brings to light bigger issues that need to be addressed. And that can be difficult for some companies to work through. “Wouldn’t a simple sales sheet do just fine?” some ask. On the contrary, if the corporate brand promise is indeed unique, communicable and important to the intended audience, then a corporate brochure can be a valuable sales tool – well worth the investment – in positioning a company and articulating its value proposition.
If, however, the corporate brand functions behind the scenes in more of a supportive role, then a corporate brochure may not be necessary. All vital information may simply be dispersed through master brand and product brand communications.
Think of some of the corporate brochures you may have reviewed over the years. And reflect on your reaction. In just a few pages, you quickly got a sense of where that company is grounded. Is the company conservative or forward-thinking? Is it more product- or service-focused? Does it take a creative or technical approach? Does it promise a greater ROI or stronger relationships?
Think about what your company stands for and what it promises to the marketplace and you may consider the role a corporate brochure can play in meeting your business objectives.
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