LaBreche Annual Reports

ENGAGE YOUR AUDIENCE

Communicating large amounts of data can be a daunting task. Given the substantial investment of time and money put into an annual report, the last thing you want is for your company’s annual report to be ignored. So, first and foremost, make your cover pop: use inviting graphics and copy that make a statement. Inside, consider incorporating the hard data into the design layout in a bold, interesting and unexpected way. The written tone should be active and energetic. Remember, less is more. Textual callouts, sub-headings and a good balance of text and visuals are important for readability.

AIM FOR CONTINUITY
To theme or not to theme? A theme can lend continuity to your annual report if it’s well-executed throughout. Sometimes themes are based on a company’s major initiatives for the year. You could also consider building a theme around the unexpected -- what don’t your stakeholders know about you? Or, perhaps you could highlight company achievements by focusing on individual employee contributions, telling real stories about how employees live the brand. Another idea would be to focus on the customer and tell specific ways that your company helps customers overcome business challenges.

TELL A FOCUSED, COMPELLING STORY Simplifying the message is key. You must bring your company’s value and brand promise down to a common level with real examples. Avoid complex words and industry jargon your stakeholders might not understand. Make it lively. Even if yours is a technology company, find ways to tell stories about people. Beyond the data, talk about outcomes of the year, not activities. Finally, authenticity is paramount. Make sure that all messaging, down to the shareholder letter, is genuine. COMMUNICATE YOUR DISTINCT PERSONALITY, VISUALLY A question many companies weigh is: Do we need to reinvent the annual report’s design style each year? The answer no. Sometimes a new design style makes sense, for example, if the company has refreshed its brand identity or completed a year of tremendous growth and change, such as acquisitions of new brands, entering emerging markets, etc. But if last year’s design style was top-notch and it accurately represents your company’s distinctive personality, there can be a benefit to utilizing a consistent and familiar format from year to year. It affords your report with a familiarity that will connect with your audience. But, let’s be clear on the fine line between repurposing and reinventing design. Using 5- or 10-year-old stock photos doesn’t cut it when your objective is to illustrate innovative, forward-thinking visuals of your company.

GAIN A FRESH PERSPECTIVE
Feeling overwhelmed by annual report season? Turn to LaBreche for a fresh perspective. For a free and candid audit of your company’s most recent annual report and breakthrough ideas for the upcoming report, contact Laura Boyd at LaBreche.

Laura Boyd, President
lboyd@labrechereputations.com
612.392.7615