Brochure Design Procedure

A brochure is a tangible leave behind that leaves your branding message in the hands of your prospect or referral partner. Your brochure should reflect the tone and culture of your business or practice. The content of your brochure should not try to convey everything about your business, only the most important aspects and core services that set you apart from your competition.

The design of the brochure needs to be well organized, easy to navigate, and the message needs to be clear at first glance. Your brochure should be 70% graphics and 30% content.


What your brochure is not:

  • It is not a substitute for a sales presentation.
  • It is not an autobiography.
  • It is not a substitute for a website.


  • What is the purpose of the brochure?
  • How much information needs to be in the brochure?
  • Who is going to receive the brochure? (Target audience)
  • How are the brochures distributed?
  • Is there companion literature that goes with the brochure?
  • Is there a branding strategy in place?
  • if not – Will the brochure set the branding strategy?


  • What brand image do you want to convey?
    • Is your brand image consistent with the target audience?
  • What is the color scheme?
  • What graphics do you have?  (High-Resolution jpg, tiff, pdf or EPS)
  • Do you have a logo? (High-Resolution jpg, tiff, pdf or EPS)
  • Do you have existing content
    • Is the content consistent with the target audience?
    • Will we need to modify the content for the target audience?
    • *Will we need to create new content?
  • Contact Information


  1. Design Discussion
  2. Brochure Format (usually 3 choices)
  3. Brochure Framework/Concept Creation (usually 2 editing sessions)
  4. Review / Edit / Approval (usually 2 editing sessions)
  5. Brochure Final Walkthrough
  6. Final Design Approval
  7. Print


We create custom designs for each client based on their unique needs. All final design graphics (as a whole) are the property of the client. The stock photography, graphics, fonts, etc. that were used to create the brochure are only licensed to Brainstorm International and are unlawful to share. However, those items can be purchased apart from the design and you would own the license for your use in other projects. If we are designing other marketing/branding pieces for you, we can use those graphics without additional license fees.

If we design a logo for your business in the process of developing your brochure you own those graphics.

If we design custom icons in the process of developing your brochure you own those graphics.

If we take photographs for the sole purpose of your brochure, you own those photos.

*New content is created through an interview with key company staff. We can also wordsmith general content about your industry. We need to incorporate your USP into your message. We need bullet points for key/core products and services related to the brochure concept. New content is included in most brochure proposals. (usually 2 editing session)

Your Unique Sales Proposition

A Unique Selling Proposition (USP) is a statement that describes how your product, company, or practice is different (and hopefully better) than the competition. The best USPs take a unique quality and explain how that quality will benefit your customers, in a concise short sentence or slogan. You can extrapolate your USP from your **Elevator Speech.

*What is your USP?

If you don’t have a USP, we can help you develop one.

**Elevator Speech – This is a well-constructed statement that conveys what you do for your clients or patients in about 60 seconds. Delivered in a compelling and memorable way.


Once the brochures are delivered, the project is concluded. Any additional work to modify, reconstruct, redesign, or email artwork to other vendors would incur a handling or design fee.

  • Would you like to mail your brochure to a database of people or companies?
  • Do you need a reconstructed electronic version of your brochure for emailing and your website?
  • Do you need a companion piece for:
    • special services
    • bios
    • special promotions
    • special events

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  • Business Cards
  • Flyers
  • Postcards
  • Banners
  • Stationery
  • Envelopes
  • Posters
  • Calendars
  • Booklets
  • Presentation Folders