Briefing a graphic designer for a brochure

While not all projects should be briefed in the same way the following can be used as a guide to setting a base standard of communication. Here are some simple aspects within single project to communicate at the initial stages.

The following is an example

Re: A4 brochure new project

A) Name of the project. Keep it short and descriptive. e.g. A4 4 page sales brochure

B) Primary purpose of the document and if needed - secondary purpose of the document

C) Folded or trimmed size of project in mm x mm  (if known or guide only)

D) Quantity of pages or quantity of kinds or both (if known or guide only)

E) Approved text 'unformatted'. text only. (use as an attachment and use a short descriptive file name) or,

F) Should the text still be in development - ask the designer if they can recommend a copywriter or request that only concepts are required until the text is completed.

Tip with timing concerns: If time is causing the design stage to be merged with the text writing stage, make this clear to the designer so they can provide valuable advice in this area.
Tip to save money: As designers time is usually charged based on time and materials whether they are designing or simply opening a file and making a minor authors correction edit, it can save a client to begin with approved text rather than beginning with rough text the layout as a text editing forum.
If it's just a concept needed: Concepts are often created only using latin text to show a look and feel. It is common for a concept to only visualise a cover and a spread to show style of design. This can take the focus off the text and place it onto the look and feel while the actual text is being edited and written.

G) Advise the timeline for the delivery of the printed document

H) Give the designer an idea of the quantities that you will be printing and if you have a printer in mind. If you don't have a printer in mind, let the designer know.

I) Mandatory elements - Advise that you can provide elements such as logos as eps files and provide imagery in the highest resolution or quality format available. If the designer already has many of the mandatory elements, then identify them by name, description or name of file.

J) Imagery: Advise if you wish to discuss photography options including options such as; Photographer hire, stock library image purchase, or using existing imagery you own. And perhaps indicate a photography budget or request a price.

K) Using your own photographs: Client pre-sorting and categorisation of images saves a lot of time and money for all concerned. It is best to have your designer designing rather than sorting as projects are usually charged based on time and materials.

L) Are any complex illustrations required or additional symbols or logos required for recreation or redrawing?

M) Other - anything else not mentioned above but deemed as important to consider in terms of target audience, position in store, usage etc.

Needing a corporate brochure or another designed item. Contact a professional design studio in Melbourne.

Has anyone told you what difference your business made for their business?

That's right, unless it is an imperative part of their business operations, generally speaking, people could not give two hoots about how you do what you do when providing products or services.

They do care about what difference you make.
If you can quantify that difference, you have found yourself a value proposition. For example;
5 out of 6 of our last customers said that we increased their profits by an average of $$$ by reducing their material expenses via our tactical design services.

That is what we mean by quantification. How many, how much and what difference did it make and for whom did it make the difference? They will be thinking "Can you do it again for my company if you did it for their company? What difference can you make for my company?"

Another example;
We will reduce your xyz and increase your abc's by 50% in the first 14 days of working with us.

So - how do you work out these quantifiable little pieces of gold for your business?

Well, start by asking people who you have done business with. "Hey, I am here to find out what difference we are making for your business at the moment" Rather than - "can you give me some feedback on our services." Or rather than, what three areas can we improve on?"
Yes, that stuff is still relevant to a part, but who wants to hear you sell you services by saying - 9 out of 10 customers want us to be faster at what we do and cheaper than we are now.
But they do want to hear - Our last 3 customers told us that we doubled their intake and increased their efficiencies by 30% by working with our targeted XYZ strategy.

So start asking your customers what difference you make and pool their answers together to develop your own value proposition. Base your proposition around fact and combine it with other publically accessible and quantifiable truths.
e.g. The government advises that 30% of all small businesses with 8 employees or less ...... And with our services we have reversed this situation by.....
You get the picture. Use a fact which has already been researched and combine it with some of your own facts.
Place that on the front of your brochure. Actually - we will do that for you.

Looking to make a difference... So are we.