Branding on a Shoe String

Pop over to the business section of your local bookstore, and you’ll find the shelves lined with dozens of books about branding. In addition, articles about branding abound in the business magazines, and a small army of consultants stand ready to lead focus groups, compile surveys, write reports, and make recommendations for branding your catalog.

But if you’re like most of the start-up catalogers with which our firm, Olson, Kotowski & Co., has worked over the years, you’re probably chronically short of two things: time and money. Fortunately, forging a unique brand identity isn’t all that difficult or expensive—if you apply a little common sense and some entrepreneurial thinking.

Beware of “Me-Too”Brand Identity

When most catalogers talk about the need to “brand” their catalog, they’re usually talking about their “brand identity”—the graphics, photographs, words, logos, typefaces and other elements their customers see when they pick up the catalog—the things that give the catalog its personality. So, by definition you can’t differentiate (i.e., brand) your catalog by doing what your competition is already doing. Sounds simple, doesn’t it?

Yet as I write this, five different computer catalogs stare back at me from my desk. All use bright colors, screaming headlines and covers packed with products, each competing for the viewer’s attention.

To even the seasoned buyer, these five catalogs are indistinguishable from one another. Swap their logos, and you’d have a nearly impossible time telling them apart. They have little or no unique brand identity. I predict within the next few years, half of them will disappear from our mailboxes, victims of “me-too” branding.

Some fashion catalogs also have fallen into the “me-too” trap. Is sans serif type with a lot of leading in vogue now? You’ll find at least a half dozen catalogs using it until the next “way cool” type treatment comes along. Are blown-out backgrounds the latest photo trend? You can count on seeing it over and over again as art directors embrace the “new look”... until the next new look arrives.

The lesson to be learned is not to fall in love with your competition’s look and feel. Imitation may be the sincerest form of flattery, but it’s sure death when trying to establish your own brand identity.

How do you go about creating a unique look and voice for your catalog without blowing your budget sky-high? Here’s an inexpensive method that’s worked for us time and again when creating a catalog’s brand identity.

A Personality Party

Round up as many catalogs as you can find. Be sure all your competitors’ books are included. Spread them out on a conference room table, and organize them by category. Put your competitors’ catalogs in one area, gift catalogs in another, electronics books on another part of the table and so on. Be sure you easily can see all the covers.

Now imagine yourself walking into a party. Envision each of the catalogs on your conference room table as a person with a distinct personality.

For instance, in one corner you might find the Patagonia catalog. No one looks quite like him. And while he certainly seems an adventurous fellow, he’s also a bit humorless. In fact, when it comes to the environment, he’s borderline fanatical.

Next to him stands The Territory Ahead. He’s a laid back kind of guy, and doesn’t seem to take himself too seriously. You can imagine having a pleasant conversation with him over a couple of beers. His sense of adventure is tempered by a desire for comfort.

Over in another corner of the room, is Mr. Sharper Image. Dressed in the latest designer styles, he’s very confident and sure of himself.

Ms. Gorsuch Ltd. might be sitting next to him. She’s decked out in the very latest, luxurious and expensive Alpine clothing. Her hair is perfect. Her taste is impeccable. She’s certainly leading—and can afford—the good life.

The point of this exercise is that each catalog already projects some type of personality through its brand image.

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?

Write as many of your company’s personality traits as you think your catalog should convey. Take your time. Wander in and out of that conference room over several days. Eat lunch there. Solicit others’ opinions. Flip through the catalogs on the table. Soak up the personalities of each. Fill up sheets of paper.

When you’ve exhausted all the personality traits your catalog should convey, circle the ones that differ from those of your competitors. These are the ones that will bring focus to your brand identity. It’s all right to share some traits with your competitors, but strive for as many differentiating personality traits as you can.

Too Many Cooks ...

Branding by committee doesn’t work. In fact, by involving fewer people, you’re more likely to create a strong, unique brand identity for your catalog. Ideally, only two people should decide what your catalog’s brand identity (or personality) should be: the CEO or president of the company, and the head of your creative department or agency.

The personality traits you’ve decided upon will guide both the design and copy of your catalog. Everything from layout style, fonts and color palette, to choice of models, copy tone and style of photography should reflect those traits.

Ask your creative head or agency for a “look development” that incorporates those traits—usually a few covers, pages 2 and 3 and a couple of product spreads. Have them walk you through each cover and spread to explain how the set of proposed graphical elements conveys your catalog’s personality.

Don’t be wowed by a new look and brand identity unless it’s also in line with the personality traits you’ve established for your catalog.

Tip: Ask for two or three sample copy blocks, too. Your catalog’s “voice” also is part of its brand identity. The copy tone and words chosen to describe and sell your products are just as crucial to a strong branding effort as the layouts, graphics and photography.

Remember Your Direct Response Know-How

Be careful that your brand identity also incorporates solid direct response techniques. The two are not incompatible.

If your new “look” relies on a lot of reverse type, you can kiss your copy’s readability and comprehension goodbye. If the layouts allow for only one or two products per page (as some layouts I recently saw did), it’s unlikely you’ll move enough product to cover your page costs.

Keep in mind that while establishing your brand identity is important, response rates are even more so, especially if you’re just getting your feet wet in the catalog arena.

It’s the marriage of a unique brand identity and the ability to sell off the page that’s the key to long-term success. It can be done—as catalogers as diverse as Lands’ End, Lillian Vernon, Viking Office Supply and Victoria’s Secret have proven. You should settle for nothing less.

Kevin Kotowski is a partner in Olson, Kotowski & Co., a creative boutique specializing in catalogs, collateral, and direct response pieces. He can be reached via e-mail at Kevin@okandco.com or by calling (310) 540-1324, ext. 102.