Creative Cut: Keep Catalog Sales Healthy

Branding

Is there any value to branding in a price-driven category? Definitely! Even more so than big red sale prices, consistent branding is what will set your catalog apart in a cluttered, discount-driven marketplace. Branding is the key to creating credibility (and loyalty) for your products.

The Botanic Choice logo should appear larger on the cover, and its positioning tag line, “Superior Quality. Exceptional Value. Doctor Recommended. Satisfaction Guaranteed,” should be shortened, appearing as a unit with the logo on every occasion where it appears. That logo and tagline (as well as the Web site address and phone number) should be in the same location on every mailed catalog.