Channel Surfing

It sounds like common sense, but if your creative processes aren't streamlined, consistency can be difficult to achieve.

"Some companies, like Harry and David, are really good at keeping it all aligned: their Web sites, e-mails and stores," notes Carol Worthington-Levy, partner of creative services at Lenser, a catalog consultancy. "One of the real keys to success is that catalogs, when they get to a certain size, start bringing all the creative in house." In this way, companies can implement what she refers to as "brand police" — people charged with ensuring that all creative elements remain consistent.