The chances are that it’s been a while. After all, we live in a world where ‘going digital’ is perceived as being better – but is that always strictly true?

Take Lukas Yla from San Francisco. He needed a job so he dressed up as a delivery boy and delivered fresh doughnuts to prospective employers with a copy of his CV tucked away inside the box.

His reasoning for the idea? “Most CVs end up in the bin, but mine ends up in your belly”.

The point is, Lukas did something different to stand out from the crowd and he got noticed by pairing that unique idea with an all-important personal touch

So how does this relate to brochures? Well, let’s find out.

Farnborough Sixth Form Brochure

Printed brochures are more personal than an email

Emails can often arrive in your inbox stripped of images and styling due to strict email security. The result is rarely pretty and at times can even look unprofessional.

A beautifully designed, high-quality brochure arrives untouched with a glossy texture that reflects the light, paired with that fresh print scent that an email could never hope to replicate.

This tactile experience creates a great and lasting first impression and shows prospective customers that you have taken the time to create something worthwhile – helping to legitimise your business.

Brochures are cost effective to produce

In most cases the more brochures you print, the cheaper the cost per brochure becomes. Many printing companies will even offer further discounts to long term customers that regularly require printing services.

Compare this with other forms of advertising where the more advertising space you want, the greater your cost.

Brochures are versatile

A brochure can present information in a range of ways, from pocket sized flip books to intricate foldout designs that takes prospective customers on a visual journey.

This versatility extends to the various methods that brochures can be distributed; from direct mail and reception desks placement to prospecting new clients at events and exhibitions, where your brochure doubles up as a memorable business card.

GoFest Brochure

So what does the perfect brochure look like?

It’s easy to assume that the perfect brochure is about pairing pretty images with a list of your products and services, but the truth is, your customers don’t really care about what you have to offer, they care about what benefits them.

The perfect brochure doesn’t focus on telling, it focuses on selling – something that our Woking based Graphic Design team understands all too well.

We don’t just design a brochure, we transform briefs into beautiful designs and we bring those designs to life using our dedicated in-house printing service.

Ready for your turn?

Clever Marketing - Surrey Digital AgencyGive us a call on 020 3146 4341 to find out more about our Graphic Design service or to request a quote.

Alternatively feel free to drop us an email to [email protected]

We look forward to hearing from you and getting to work on the perfect bespoke brochure for your business.

Earlier this year Clever Marketing moved from our long-term home in Farnborough, Hampshire, to new offices just a few miles up the road and over the county border, in Woking, Surrey. We’d been headquartered in Farnborough, the home of British aviation, for over a decade so this was a new experience for us all. (We’ve since returned to sunny Farnborough) (more…)

Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include on your landing page is very straightforward.

Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be head and shoulders above your competition?


When a company visits your website, do they get the same brand experience as they would across your other digital channels? What about offline – is the branding of your brochure or print campaign consistent with your online branding? Brands never want to be predictable but when it comes to marketing strategy, consistency really is essential.

It raises brand awareness giving your company a personality and identity. It reinforces your position in the marketplace, therefore driving authority. It helps attract new customers. An inconsistent message can create confusion and could be seen as a sign a company cannot be trusted. Companies are often time short so how can you ensure brand consistency internally and externally across all touch points all of the time?

The building blocks of a consistent brand identity include messaging, tone of voice and design guidelines. While these must be specific to your company, these are the main elements that should be considered.

Logotype and brand message

A brand message should clearly define your positioning. Think about your logo and rules for using it with or without a tagline too. Consider how it will be applied and if you need different versions (ie; a logo with a transparent background might be a requirement). If your branding agency is designing a new brand identity, consider how it will translate across all touch points. Will one logo suffice or does it need to be scalable?

Design guidelines

Brand design is not just about a logo, design guidelines are a fundamental part of the mix. Typically these should include a colour palette, font type and weight, photography and illustration styles as well as other visual elements. Consider how the colour palette will work online and offline, checking colour matches in programmes such as PowerPoint. It’s worthwhile including guidelines for your website (ie; banners, buttons, web fonts) and print (ie; specifications for the most used collateral). Your brand design agency can help with this.

Tone of voice

As well as the look and feel, tonal values are just as important. Consider how your tone of voice will be applied on your website and in print but also across your social media channels. Think about the personality of your company, what kind of impression you want to give and how should you communicate. Cover off best practices like grammar, punctuation and spelling with your branding agency as well.

Once your brand guidelines have been finalised by your brand design agency, it’s worthwhile considering a cheat sheet featuring the most used elements too. It’s a great way to have a quick point of reference while ensuring brand consistency. Clear brand guidelines should provide everyone internally with a framework to implement activity across all channels.

If you require help with your brand identity or brand guidelines, feel free to contact us on 01276 534 680 today.

A well thought through creative brief is where a successful project begins. It builds excitement around a forthcoming project and it’s the best way to inspire your graphic designer or graphic design agency.The outcome is more likely to result in a solution that’s interpreted the way you want it to be and within budget.

The outcome is more likely to result in a solution that’s interpreted the way you want it to be and within budget.

Depending on how well you know your graphic designer or graphic design company, briefings are most effective when conducted face-to-face. The information provided in your written brief forming the basis for discussion.

Regardless of whether you need a logo, a brochure or website design services, often sharing more information in a creative brief is more beneficial than not enough. But what are the essentials?

Here are Clever Marketing’s top 7 tips to get you started.

1. Company Background

Imagine your graphic design agency has no knowledge of your business and what you do. Rather than assume what they might know, supply them with everything they need.

Thinking about where you are now, provide an overview of your business and your proposition. Consider the benefits of your products or services and your Unique Selling Points (USPs).

Within the marketplace, outline your positioning, your competitors and how your business is perceived. Depending on the scope of work, a SWOT analysis may also be beneficial.

2. Objectives

Outline to your designer or graphic design company what you want to achieve from your project – lead generation, brand awareness or driving traffic may all be factors.

Think about what you want the call to action to be and how you’ll measure effectiveness.

You’ll then be able to set up your Key Performance Indicators to later guage how effective the campaign has been.

3. Strategy

Once you know what your goals are, you can consider how to get there. What do you believe the scope of work is ie; a rebrand, collateral or a new website. If you’re unsure of all the elements, your graphic designer or design agency can help you. However, do outline exactly what you think needs to be done. It might be a 24-page brochure in full colour with an online version for your website for example.

Think about print quantities and who might do the printing – can your graphic designer or design agency organise this for you. Consider whether more than one version is required. For websites, think about the customer experience and how quickly visitors can get to the information they require. Consider the journey you want to take them on and how you’ll keep them there.

4. Target Audience

Think about your audience and what types of people you would most like to talk to.

Describe what they’re like professionally and personally including specific socio-economic classifications where relevant.

Does this audience know your business already or are they prospective clients?

Is there a need to design more than one version or create a separate page on a website?

Think about what will appeal to your target audience and why they should believe what you’re saying.

5. Budget

Before a new project commences, a budget must be agreed with your graphic design agency. The estimate should provide a detailed understanding of what’s included for the duration of the project. Payment terms should be agreed before work starts. Should the brief change once work has begun, additional costs can be incurred.

This is why it’s important to get the brief right from the outset. If printing is a requirement, this should be included in your budget along with any other extras like envelopes. For websites, consider how you’ll drive traffic to your new site. Do you require SEO services or social media support for example?

6. Design Guidelines

Think about the messaging, style and copy for the task in hand. What look and feel are you going for? Can you draft any outline copy? Take into account colours and fonts as well as examples of what you do and don’t like. Any mandatories and constraints should also feature.

Share your brand guidelines if you have them to maintain brand consistency. Always supply your logo as well as images you’d like to feature unless these are being sourced. Consider too the tone of voice that should be used to identify with your target audience. Existing collateral can be referred to as a style guide. For websites, also take into account the keywords you need to include.

7. Timing

Realistic timings are essential before commencement of any project. A timeline should be drawn up which include key stages from briefing to delivery. Actions should include who has responsibility for what and by when. Where the requirement includes printed collateral, print lead times should also be incorporated. The same applies to any internal sign off procedures.

Although this might sound like it’s a lot to think about, you will know much of it already. After all, you know your business better than anyone else. But by sticking to these steps, briefing your graphic design agency will be far more effective!

Briefing your graphic design agency is a really important starting point to every project, so getting it right from the beginning is key to a smooth and successful campaign. Once you’ve got your brief in place, give us a call on 01276 534 680 or email [email protected] and we will be happy to discuss your next venture.

The internet will constantly tell you that print is dead. That newspaper and magazine ads have had their day, and you should focus all of your efforts and budget into your online presence and digital ads. In fact, more and more brands are pulling out of the print arena altogether. Should you, too?


Forming strategic alliances with other brands can be a cost-effective and mutually beneficial way to both market your business and produce content. Brand collaboration can take many forms; from actively promoting each other on social media, to co-branding and launching a new product. (more…)

How many times have you had to send photos to the company producing your brochure, only to be told they are not suitable, or to be disappointed with the final result?

I would guess you’ve experienced this more than once.


Print’s Not Dead!

26th September 2014
Print's not dead!

As technology continues to develop and change the way we do business, many have turned their back on traditional print.

Whilst digital marketing like email newsletters, organic SEO, PPC advertising and social media can deliver great results, integrating online marketing with traditional print can be a more powerful marketing tool, so make it part of your marketing mix.

We love all things Print. We’ve helped many clients grow their business by using our wide-ranging print skills and expertise. By understanding our clients’ business we can guide you through the entire process producing awesome designs and innovative printing. From our customers’ feedback, we know that print still has a massive role to play in getting their brand and business noticed.

Print is tangible, engaging and versatile plus it offers a sensory experience that can help get your business noticed in ways that digital media cannot. We still design and print everything from business cards to the college prospectus, posters and stickers, books and catalogues, brochures, corporate literature, branded stationery, direct mail, exhibition graphics and flyers. Litho print or digital, print runs large or small…

Print’s not dead! Far from it.

Sound too good to be true? Here’s a testimonial from just one of our many happy customers…

“Clever Marketing offers a thoroughly professional and friendly service as well as an excellent quality product both in terms of design work and production. Without Clever Marketing’s print experience, knowledge and quality supply of services and materials, the charity would not have evolved to where it is today.”

Mark Rye

CVQO Brand & Project Manager.

Still interested in print? So are we. Take a look at our print portfolio.

Give us a call on 01276 534 680 or fill in our contact form to chat with us about your next up-and-coming campaign and we will do our utmost to ensure that you are more than happy with your next print run.

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