Brochure Templates Creation Is An Art
Communications materials should build your brand and image. As you communicate, in ANY form, consider how much background to include, how your messages translate into consumer benefits, and how to lead your readers along to reach the conclusion you want.
Be sensitive to perceptions developed during your bank's sales cycle (the process you go through to turn a prospect into a customer). On an annual basis, review all of your materials in the order that a prospect, and then a customer, sees them. Ask yourself, "Is there a logical, progressive order to what I am saying? Do I assume the right amount of knowledge about the bank and our services? Am I presenting a consistent 'look' and image for our organization? Is our message warm and welcoming (even when conveying bad news)? "
Range of Materials
Bank marketers can choose from a variety of communications piecesyou're not limited to product brochures. And since different staff at the bank may be responsible for each item, you may want to adopt a corporate design guide to ensure consistency. Also, keep a checklist of all of your regularly issued communications and a central file of each item produced for reference.
Communications includes: newsletters to customers, the community and employees; statement stuffers; counter displays and lobby posters; employee badges; news releases; annual reports; standard customer service letters; and speeches. Even promotional items can include a message.
Image or Product
Design, layout, color, photography and paper quality are all factors that contribute to the perception of your bank's image and your brand recognition when producing communications pieces. While looks aren't everything, they count in making an impression. Also, keep in mind your main objective with each communications item-are you promoting the bank overall, or are you pitching a particular product or service?
For brand and image communication, you'll want to follow a fairly strict and consistent format or "look." But you can be more relaxed for pieces related to particular product lines or promotions as long as readers recognize it's coming from your bank. (Use your name and logo on everything.)
Form and Function
Think about the audience you want to reach when creating each piece and also about the response you want to get. Communications is a two-way street. You want to attract attention, but you also want to create a reaction.
For some items, you will want to give the receivers something specific to do (call for more information, or send back an application). At a minimum, though, always include some kind of contact information even if it's just a number. Another tip for internal control is always print a discreet date or code somewhere on your piece.
Marketing communications is a dynamic function. You set out a plan, identify key messages, establish design and format criteria-but you must remain flexible to respond to a constantly changing environment. An environment that presents new challenges and opportunities to communicate your bank's story.