What to Put in a Business Brochure

A business brochure is often used to introduce a business, promote its services or explain its offerings. It gives people something to take with them and review later, ultimately helping keep your brand front of mind.

Brochures remain a top marketing tool despite all the digital options readily available online, probably because they’re easier to share, cost-effective and help businesses connect with customers directly and more tangibly.

If you're planning to create one, read this guide to walk you through what to include in a business brochure, how to structure it and how to make brochure printing work for your business.

Benefits of brochures for businesses

Brochures are useful in both B2B and B2C settings. They work well at trade shows, in offices, at events or even sent through the post. No matter how you use them, they offer a low-pressure and high-impact way to get your message across. Below are some additional benefits of an effective business brochure design: 

Easy to distribute

Brochures are easy to hand out or mail. Businesses often place them in waiting areas, showrooms, on reception desks or include them in product packages. Customers can take them home and browse through them in their own time.

Cost-effective 

Nothing beats brochures in terms of affordability. Compared to other marketing tools, they are more cost-effective to produce and print in bulk. That makes them ideal for small businesses and growing teams.

Builds authority and thought leadership

If you want to position your brand as professional and credible, a well-designed business brochure can help. Producing a high-quality printed brochure leaves a strong impression on your customers,  showing them the care, time and resources invested. 

It also allows you to explain your offer clearly and answer any questions before being asked. 

Supports your sales process

Brochures are particularly helpful for B2B sales teams, providing tangible support after conversations. Sales representatives can leave brochures behind after a meeting or use them as visual aids to clearly communicate product or service details.

Important things to put in a business brochure

The content of your brochure will depend on your business goals and target audience. Below are some things to include in a brochure:

Informative headlines

Start strong. Your headlines should give people a reason to keep reading. Before framing your headlines, think about what your target audience wants or needs to hear.

Try framing your headline around a benefit or outcome. For example, ‘New Software Release’ can become ‘Save Time With Our Latest Scheduling Tool.’

Scannable subheadings

People rarely read a brochure word for word. Subheadings break up text and guide the reader’s eye, making it easier to skim and grasp key points. Keep them clear, useful and on-brand. A strong subheading should tell readers what to expect before they read each section.

To-the-point brochure text 

Write simply. Stick to the point. Avoid filler and keep the tone aligned with how your customers speak. Avoid industry terms, but if it’s necessary to include them, define them clearly first. Your goal is to make the message easy to understand without any hint of condescension. 

A strong call to action 

What should someone do after reading your brochure? Visit your website, make a booking or call your team? Tell them directly. Keep it short and simple, and place it somewhere obvious. You can also add a QR code to make the next step easier.

Business contact details 

You might be surprised at how some brochures include only limited or no contact information. Make sure your brochure provides a few easy ways for people to get in touch, like a phone number, website, email or social media handles. 

Place these details where they’re easy to find, such as the back panel or bottom corner.

A reason to keep the brochure

While this isn’t strictly necessary, consider adding something to the brochure worth holding onto. It could be a calendar, quick guide, checklist or a few helpful tips. Anything that makes it more useful increases the chances someone will keep it.

Traditionally, a small calendar was popular, but it could be anything. Depending on your business or product, you might consider:

• A list of useful online resources 

• A lunar calendar 

• A map

Be creative, but keep it in line with your business identity. 

Benefits of your product or service

Showcase your offerings and explain why they matter. Focus on outcomes by presenting how your product or service helps solve a problem or make life easier. Keep it short, sharp and relevant to your target customer.

Customer testimonials

Real feedback builds trust. Include short quotes from happy customers or clients. Testimonials add credibility and give prospects confidence in your business. You can use their photo or logo if you have permission.

Strong visuals

Images help people process information quickly. If your brochure includes data or statistics, use charts or infographics to explain them. Photos of your products, your team or your workspace also help make your brand more memorable.

Branded elements

Your brochure should reflect your business. Use the right brand colours, fonts, tone of voice and logo consistently. Keeping these elements unified across your marketing materials builds strong brand recognition over time.

Need help getting this right? Our graphic design services ensure your brochure reflects your brand at every step.

Branded consistency

If you already have brochures, flyers or other print materials, ensure your new brochure complements these existing pieces. Consistency helps avoid confusion and strengthens your overall brand and messaging.

Brochure design tips your business should know

Design significantly influences how well your brochure performs. Here are a few tips and brochure ideas for your business to keep in mind.

Divide sections through colour

Colour helps break up content, making each section easy to find. You can use different background shades, bold headers or colour blocks to guide the reader’s eye. Just ensure your colour choices align with your brand style and don’t overpower your content.

Maximise space with a grid-style layout

Grid layouts help organise and balance out content. This is especially useful if you're working with a smaller brochure size. An effective grid design can hold images, headlines and text without making the layout look cramped and cluttered.

If you’re unsure which size is right for your layout, use our brochure size guide to explore options and browse through business brochure examples.

Experiment with different printing options and techniques

Little details can make a big difference. A gloss or matte finish gives your brochure a polished look, while spot UV can help certain parts stand out. The folds are worth considering, too. Tri-folds keep it compact, but if you’ve got more to say, a Z-fold or gate fold gives you extra space.

Need a hand in knowing what to put in a brochure before getting it printed? Our online printing services are made for jobs just like this.

Create a strong and compelling business brochure with Snap Print Solutions

Great brochures are well-designed, readable and printed to a high standard. At Snap Print Solutions, we help you bring it all together through our business brochure printing services.

Our in-house team can support you with everything from layout and design to marketing print solutions, finishes and folds. We’ll make sure your brochure works for your brand and your goals.

Drop by your local Snap Print Solutions Centre or get started online through our commercial printing services. We’re here to help you create marketing that sticks.