With all the input we have from all around us, how do we make our business stand out?
Old school marketing says Recognition, Repetition, and Impact is the formula for advertising. Take Coke for example; they have all the recognition in the world, and can’t have much impact since it is a soda, not all that exciting in itself, so they buy repetition. Lots of spots to keep Coke top of mind.
Now, take your business for example. I suspect that you are not as well-known as Coke, and probably don’t have the deep pockets necessary to buy repetitive ads across the country, much less across your city. So that leaves you with impact and that is something you can work with.
For our purposes, let’s say impact is the same thing as attention-getting, or at least impact drives attention-getting. So, how do you get impact into your marketing materials?
Well, I have a theory.
If you have ever read Future Shock, you will understand where this is coming from. It proposes that information is coming at us at an ever increasing rate. Traditional branding says use the same logo, with the same colors every time. Considering the impact of Future Shock, I think that with today’s world, it would be good to have the consistent look logo, together with some sort of icon or emblem that moves around and within the logo to make it look a little different every time. The same thing, but different. That way, even if the viewer has seen your logo, they will see it again, because it is just a little bit different. At least until you are as well recognized as Coke, that is.