Brochures are thought leadership

In today’s digital age, we see less and less hard copy brochures. This is an opportunity. Taking the trouble to create something physical signals a sense of confidence that is getting rarer. It takes time to figure out the pagination, the design and the copy. It takes focus. The result, when handled well, is boldness and clarity.

Brochures stick in the mind for longer than web pages. Partly because of their rarity. And partly because they are sensory as well as intellectual. They take up space, literally and in the mind of the reader. They lie on tables and desks, asking to be explored, long after web pages have disappeared into the ether.

But there’s a further opportunity here. If you are a people brand or a service brand, then, the chances are that your clients are buying your people’s ideas and combined intellects. Put simply: they are buying what you think, as well as the service you offer.

If you approach the creation of a brochure with this in mind, you end up in a very interesting place. Instead of asking: “how shall we explain what we do?” You ask: “how can we bring the way we think to life?”

Now there’s a thought.