Last Updated on November 28, 2023 by Launchmark Insights

Printing brochures and capability statements are two unique and influential brand design elements and marketing materials that can spark your company profile in the marketplace. Knowing which one to roll out to customers and potential clients requires understanding the specific differences between capability statements and brochures.

A proper printed brochure is an elaborate promotional leaflet that is generally distributed via mail or on a brochure stand at a physical location or a trade show. The more brilliant spectrum of brochures make use of inviting customers to explore the contents of the brochure before they explore the company itself. Why? The reason is that no one enjoys being solicited unless they have already had their curiosity peaked to begin with. Before selling people on the benefits of a product, service, event or business, just reel the eyeballs into the brochure with interesting colors and a powerful image. Then once they open your brochure you can include your relevant advertising text, prices, contact information and refined sales pitches.

Capability statements differ from brochures in that these printed branding documents aren’t focusing on customers, but instead they introduce your company’s products and services to agencies, contractors, or potential partners that you may need to team up with. Readers of capability statements need to be able to briefly glance at your company’s qualifications, history, staff, certifications, references, experience in the field, products, services, contact information, equipment and the key elements that make your brand differ from competitors.