What is a “Corporate Image” and Why Does It Matter?
A professionally-designed book cover is absolutely essential when it comes to marketing your book. If your book looks good and stands out from the crowd, it has a better chance to sell.
The exact same principle also applies when prospective buyers are viewing the marketing materials of your publishing company. It’s imperative to cut through the clutter, establish credibility, and help busy buyers pay attention to your sales message.
A “corporate image” is a graphic “plan” that begins with a professional logo and carries on with consistent use of type fonts, colors, even the arrangement of elements on the page, that will identify your publishing company to the prospective buyer before they have a chance to read one word. For an example of this, notice your own response to printed materials, and how you instantly recognize that a flyer or insert is from a particular store, without the need to actually see the store’s logo.
The same principle can be employed to your benefit as a publisher. It doesn’t matter if you publish one book or a hundred, buyers will likely see your marketing message more than once before they buy. They want to do business with a company that will be there tomorrow. Since they can’t meet you personally, the only way they can judge the reliability of your company is from your marketing materials.
Every contact you make with a potential buyer sends a message about your publishing company, whether it is a postcard, bookmark, sell sheet, book signing announcement, letter, or website. […]