Your digital and print collateral won’t be seen in a vacuum. Prospects are comparing you with your competitors, which means they’re comparing your collateral with theirs. How your brochures, sell sheets, fact cards and other communications stack up against the competition’s can determine whether or not you even make it into your prospect’s purchase consideration set.
“It’s not just what you say. It’s also how you package it.”
Content is critical, but even great content won’t work if it’s poorly presented. Design and layout should make your company, products and services valuable and accessible to your prospects. And the overall look and feel should reinforce your target positioning and differentiate you from competitors.