When we think of magazines, we usually think of media publications like Women’s Day or Forbes, not a catalogue. Yet more and more, we’re seeing businesses turning to print, creating catalogues rich in content, magazine-style editorial and more to build their brands.
“80% of consumers who engage with both catalogues and online tend to purchase more after receiving brand literature”
– Mintel, 2011
The best brands are realising that they must stop thinking like advertisers and start thinking like media companies, giving their audience value beyond the products or services they provide. More than your traditional catalogue, this type of communication is about creating something much bigger than themselves for their people.
Call it a magalogue, brandzine or guide, it makes sense; because of its tactile nature, print outperforms digital more often than not, not only on its own but also within multichannel campaigns. The Collective Hub magazine created a global movement, capturing the hearts of a new generation of entrepreneurs and game-changers by ‘combining style and substance with a fresh perspective on the issues that matter most,’ in print. From nothing. With a magazine.
Kati Krause, Editor of Companion brandzine said it best;“if your aim is to strengthen your company’s brand and customer loyalty by giving people something they seek and cherish, a customer publication is a very effective way of going about that.”
At the core of your brand is a group of existing customers brought together by everything your brand embodies. Imagine what kind of movement you can create for your brand community through print.
Building an engaged brand community takes time, and consistent effort. If your business values service, experience and quality over the lowest price, make a point to unpack the lifestyle and preferences that unite these existing customers, and work to develop content – an experience – that extends that ideology. Put your community first, and natural brand integration will follow.