What is the aim of your brochure?

business brochure designing

Not all brochures are the same. The goals are too different, the tasks in overall marketing too different. Think about what you want to achieve with your brochure and how you want to use it. Because concept, content and distribution depend on it. And ultimately the success of your brochure design.

Here are a few thoughts:

  • Does the brochure serve to build the image of the entire company?
  • Do you want to market a single product? Or introduce a new service?
  • Would you like to increase your total turnover?
  • How should the brochure support your other promotional materials? To what extent, for example, should it complement your website?
  • What role does it play in the sales process? At what point in the purchase initiation is it used?
  • Does your target group prefer online or offline content?
  • How would you like to distribute your brochure?
  • What should the reader do after reading it? Buy the product immediately, arrange a presentation appointment or request detailed product information?
  • Which offer do you make to the interested party?
  • What are the needs and expectations of the target group? For example, does it need background knowledge in addition to product information?
  • Do you want to inform your readers first and foremost? This applies, for example, to brochures from health institutions, associations, public bodies or non-governmental organisations.


The aim of the brochure determines the concept and content. Only when it is clear where the journey is headed can it be planned and designed accordingly. Example price quotations: They are usually only suitable for brochures that are only used at an advanced stage of sales initiation and less for brochures that are sent in response to initial inquiries.


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