Connect With Your Audience

Branding and Emotion

“There’s a soul in a catalog, where the voice speaks to you on a personal level and creates a place [to which] you’d like to return,” says Carol Worthington-Levy, a San Jose-based catalog consultant.

People make decisions based on experience and emotion with only the slightest pinch of rationality. Companies have been branding their catalogs like this for years. While much ink has been spilled on the concept of branding, the bottom line is this: A brand exists only in a consumer’s mind. Branding is nothing more than how your audience thinks and feels about your company or catalog.