Designing a brochure for marketing purposes is a delicate balance between creativity and a narration of what exactly your company does. Before you run the risk of turning out a brochure that has no direction make sure you have the right professionals in place to put your brochure together.
A brochure is a great way to introduce a new service to clients (the service becomes a tangible in their minds when they can see it and read about it). A brochure also helps give credibility to your company, list your firm's capabilities and give a client an idea of how you perceive yourself according to visual graphics.
Writing is an exact science and you want to make sure you have a copywriter who will say what you want but not lose the importance of getting your technical skills across. Many firms have their marketing directors work on promotional materials such as brochures. Make sure you have someone in charge of helping your marketing director get the information across properly. Also, make sure that you stay focused on content first, visual second. If you place all your emphasis on how the brochure will look visually and make the narration secondary, the client may be left wanting more.
Remember that a brochure isn't a novel and it's not going to be read like one. While it's understandable that you are proud of the extent of your services and what you know you can do for a client, remember that you are going to have to prove yourself to them. not just talk about what you can provide. Make sure the content in the brochure isn't bogged down with details about basic services that your client is going to expect from you anyway. Include some information that will be attention-getting and will make your client say, "I didn't realize they provide that service!"
Remember that your brochure shouldn't be considered your only necessary marketing tool. Be sure you know who your audience is, how it's getting to your audience and what you want your target to think upon reading the brochure. It's very important to first develop a plan for actually using your brochure instead of assuming that because the other guys have one, you should have one, too.