Brochures, newsletters and loyalty schemes are all ways that brands seek to connect with their customers, long after the initial customer experience has passed. So your copy should work hard to tell a story about your brand to keep it front of mind.
If you think you haven’t got a specific tone of voice, think again. You might just need a copywriter to draw it out. I’ve found a voice for all sorts of brands from quirky entertainment providers to heavyweight car manufacturers.