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How important is it for a company targeting multiple markets to have a unified look to their brochure materials?
It is very important. The materials need to look like they came from the same company to reinforce your brand image. But don't be enslaved by a one size fits all kind of template. It is equally important each brochure is customized. Each market begs for TLC. It is all about them... and their particular market.
And how unified do they need to be?
It's a balancing act. Unify the core look. There are different approaches, but core look can include, size and placement of logo, width and height of piece, paper stock, and treatment of color and photography. The brochures need to look like individuals, but with roots from the same family. If there's not enough variation, they'll sure be unified, but not specialized.
Overall, start with the core, customize to the market, and then keep it fresh... so the crumbs in your brand don't get stale!
Example: Caldwell & Walsh Building Construction
This issue's question submitted by: Diane Kozel, CPSM, Associate, Director of Marketing, Fletcher-Thompson, Inc. Thanks Diane!
In Brand Crumbs, we serve up some tasty bits of brand strategies and ideas. We hope you find these scraps of information helpful and satisfying - motivating you to focus on the crumbs in your brand. |
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"Design is so simple, that's why it is so complicated."
- Paul Rand
"The present letter is a very long one, simply because I had no leisure to make it shorter."
- Blaise Pascal
"I have no special talent. I am only passionately curious."
- Albert Einstein
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