Catalog Production: Sorting Out a Complex Process

A good brand gives a cataloger a competitive edge. And to succeed, every company needs a competitive edge, every employee needs to know what the brand is and stands for, and every customer needs to believe it’s meaningful. The entire creative process — look, tone, feel — flows from this definition.

1. Know your unique selling proposition, the part of the brand strategy that distinguishes you from the competition — be it lowest price, best quality, largest selection, unique or hard-to-find merchandise, killer service, etc. This often is expressed as a corporate tagline.