Branding on a Shoe String
Strapped for time? Starved for cash? You can still come up with a unique brand identity for your catalog
Take your catalog and place it on the table. If you’re starting out and haven’t produced your first book, simply use an 81⁄2” x 11” piece of paper.
Continue to study the other catalogs, paying special attention to your competitors. Now ask yourself: If my catalog was at this party, what kind of personality should it convey? Should it be trendy? Young-thinking? Traditional? Concerned with image? Laid back? Down to earth? Folksy? A bit cocky? Filled with enthusiasm?
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