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Branding

10

Dec
2014

In Branding

By Stephen Cascio

Company catalogs. How are they evolving?

On 10, Dec 2014 | In Branding | By Stephen Cascio

Print and online catalogs basically do the same job but engage the user differently. Both need to look and feel like they are from the same company. So, how can the two merge better into a single brand experience?

 

Buying into your brand

One of the vital responsibilities in a creative-ship role at a company that produces a catalog is to thoughtfully look at how customers purchases product. Observe their buying patterns. Are you wisely highlighting product features or allowing them to see comparisons—and in the B2B world, giving them searchable content by technical specifications. In addition, design an ease of use experience with a remarkable customer service, and of course with online catalogs, give them privacy and security—which all adds to the value of keeping them coming back.

The social trend is to drive catalogers online giving them more options and control in a managed real-time selling environment.  A smart catalog will also double as a marketing tool by weaving soft sell messages.

Managing your brand

Because the catalog is another brand touch-point, a catalog standards guide should be developed that addresses both print and online catalogs. This catalog standards guide outlines areas like, registration formatting, graphic ease of logging in, the tone of the written copy, photography style and product styling, camera angles, product angles and groupings, photo background colors, type of font style and sizes, text messaging confirmations, and even a separate product-video standard to name a few.

If your catalog is online, make sure it’s designed to be responsive so all the content can size and adjust to tablets and phones. This gives the user every opportunity to make a purchase wherever they are.

Make that one-step-ahead a big one

Catalogs are evolving from our changing social buying habits with emerging technology to how quick and easily products can be tested, discontinued or introduced. Whether it’s 25 or 25,000 product items, the catalog is the main artery and heart-beat of many companies. Stay ahead of the curve—learn how other related industries are interacting with their customers and with the right creative team of people, never be hesitant to innovate to captivate.