Bad Corporate Capabilities Brochures

Posted on December 23, 2008 by Dave J.

To get a running start on 2009 projects, yesterday we googled-up some corporate capability brochures to get some ideas. Immediately I was drawn to what was wrong in these publications. What was wrong? Plenty:

  • If I see another globe I’m going to puke. At least maps are functional.
  • Luckily there weren’t many images of posed people in meetings, or I would have hurled for sure.
  • Brochure covers didn’t say what the company does. And in several cases, also didn’t show anything relevant.
  • Pictures of products without any captions.
  • Waffling about market position like ‘one of the leading suppliers’.
  • Opening with a mission statement. (Can be used if changed to active present tense.)
  • I was surprised how many images of people were shown in circle cutouts.
  • Pictures were used from target markets (airplanes, chemical jars) without any connection to the content.
  • Quotations highlighted, but without a referenced source—who said this? (One had a reference … to their 2004 Annual Report. Doh!)

We weren’t really looking at copy, but there was an equal amount of suckage there. A lot of text was placed the same way images were: to fill space, not position their brand or tell their story.

Here’s a copy gem I just found when taking a second look:
“XXX Inc. is built on strong core competencies that enable the development of a wide choice of product and support solutions to meet the specific needs of our customers.”
They must have used the Dilbert BS Generator! (Of course the same brochure has a globe in someone’s hand on the cover.)

So what was my favorite? Who hit a home run?
The closest was what looked like an in-house job from NHBB circa 1999. The body copy was extremely light, but defines what they do clearly. Lots of pictures—labeled pictures: product, target industries, and their people. The piece wasn’t beautiful, but quickly let me understand the company and what it does&em; so that I felt connected with their brand.

The most striking, and less obvious, difference in brochures:
Well, it became obvious after looking at half-a-dozen. Some brochures were made in-house and others by agencies. In-house stuff had better content, but looks were lacking. Agency stuff was pretty, but content was lame.

Really, in either case, the fault should lie with the marketing manager. They shouldn’t be dumping projects on agencies without direct involvement. And they shouldn’t approach the in-house design with the same quality that is acceptable with a specification sheet.

Your heart, o marketing manager, should be for the brand and products—let it show, like you care. Please. Push for better content, push for better design.

Or just slap things together and let the whole world know you didn’t do your job when the thing gets printed. Your choice.

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  • Jiangmen Camax Hardware Co.,Ltd -Manufacturer of stainless steel casting door handle,panic device

    thanks a lot for the information! I am a marketer for a manufacturing company too. and i think your points make sense to me and everyone.

  • Jiangmen Camax Hardware Co.,Lt

    thanks a lot for the information! I am a marketer for a manufacturing company too. and i think your points make sense to me and everyone.

  • Troy Bingham – Dialer

    I do a lot of design work on the side and the funny thing is, there is a stock photo site called istockphoto.com where if you type in “business” you will see dozens of images that are everywhere online and offline. No one takes their own pics any more and no one moves beyond that first 10 pages of the results on that site.

  • Troy Bingham – Dialer

    I do a lot of design work on the side and the funny thing is, there is a stock photo site called istockphoto.com where if you type in “business” you will see dozens of images that are everywhere online and offline. No one takes their own pics any more and no one moves beyond that first 10 pages of the results on that site.

  • chris

    Why don’t you link or show some examples of what you are critiquing? That would be helpful.

  • chris

    Why don’t you link or show some examples of what you are critiquing? That would be helpful.

  • christine.sten

    What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I’ve been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn’t necessarily read like Apple’s web site.

  • christine.sten

    What resources are available to help copywriters and designers impress upon management the virtues of mapping voice and graphics to audience and comms medium? I’ve been at this for more than 10 years, and have yet to get anyone above Director level to understand that brochure copy shouldn’t necessarily read like Apple’s web site.

  • Michelle Boucher

    All great stuff, but you left out the one point that so many “capabilities brochures” forget: WIIFM – or, What’s In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn’t it be powerful if a corporate brochure could boast about their customers’ successes as the reason they exist?! While I totally agree these corporate “business cards” are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake.

  • Michelle Boucher

    All great stuff, but you left out the one point that so many “capabilities brochures” forget: WIIFM – or, What’s In It For Me? the value to the customer is often forgotten in the enthusiastic technical descriptions of the product, service or company. Wouldn’t it be powerful if a corporate brochure could boast about their customers’ successes as the reason they exist?! While I totally agree these corporate “business cards” are for describing company and product/service focus, I would posit this question: Who would you believe more, the marketing director or a customer? Using a key testimonial and client-oriented photo and quote could be the icing on your well-crafted cake.

  • Sergei Beliaev

    Websites often suffer the exact same problem. http://www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it’s a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well.

  • Sergei Beliaev

    Websites often suffer the exact same problem. http://www.b2bquotes4u.com is a b2b services site that tells its story in a clear, direct, simple way. OK, so they have one globe, it’s a little hokey, and yes they do have some iStock images, but it all seems to go together pretty well.

  • Anonymous

    I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image.

  • Anonymous

    I work for a company as their Marketing Coordinator and chief (re: only) graphic designer. Before me, they used a pompous ass from a marketing agency who thinks his shit doesn't stink.

    They still insist on using him to "help me creatively" and it's infuriating. I've proven myself time and again with my "out of the box" thinking. This assclown does nothing but look at what other people are doing and copy it, word for word, image for image.

  • Gayle

    Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures. We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple. Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.I take pride in what I do and I do it as well as I am allowed by my customers. :-)

  • Gayle

    Computers have made is so everyone that knows how to use a programs thinks they are an artist. They are only technicians.

    I am a trained Commercial and Graphic artist and worked as an artist before graduating Vesper George School of art in 1980.

    I am fortunate enough to work with a trained writer (a former Editor for a local newspaper) that takes the "engineereese" we get as input and translates it for the average Joe. Again we have to keep our customers desires in mind. As a result I admit to having had to design covers with a world (map) on it. LOL at least our company has offices world wide.

    I know what works and what doesn't, how to draw your attention and use images harmoniously with copy (one is not more important then the other if done correctly) but I still have to make my clients happy. I prefer working with a pro photographer and do for our product brochures.

    We have plenty of diversity here but getting consent forms signed and having everyone dress properly just isn't worth the time and effort as a result Stock meeting type images have become a staple.

    Please show some example of what "you think" works. Both you showed were very obviously not designed by professional artist and I would venture a guess the copy wasn't written or edited by a pro. One made a design 101 error by having the text cross the fold.

    I take pride in what I do and I do it as well as I am allowed by my customers. :-)