Does your brochure fit within your brand and your other marketing materials?
Your brochure will be one of many items that make up the marketing materials for your brand and it should look and feel connected to all of your marketing collateral. The tone of voice, colour palette, fonts and image style should be consistent with your brand too.
Think about the paper stocks and the printing method, too often I see brochures that are well designed but the paper stock is of sub standard quality so the overall look and feel suffer because of it. Trade printers are a wealth of knowledge and can advise you if you are unsure on paper stocks but this should form part of the design process with your creatives. The correct paper can add another dimension to the overall look and feel, for example, uncoated paper gives a greater impression of quality or a spot varnish or foiling to the cover can make your identity really stand out to the viewer.
Don’t forget your corporate responsibility too and consider recycled and recyclable paper stocks and binding methods. Finally, consider how the distribution of the brochure will take place, by post, hand delivered or used at a trade show or even left after a face to face meeting.