Developing a brand identity requires some very careful decision making. Every choice you make – especially in relation to imagery – could have a huge impact on your business’s future.
Given the magnitude of these decisions, it’s completely understandable to approach branding with tremendous caution.
However, this can also lead businesses to be too conservative with their choices, a.k.a. playing it safe. A strong brand identity stands out from the crowd – as unnerving as this may be – because it wants to be noticed.
People Don’t Engage with Generic Content
You don’t have to be a scientist to know that people are naturally reluctant to be different. Whether it’s our choice of clothing, entertainment, or occupation, most people conform to the status quo.
This mentality is perfectly fine in certain areas, but branding and marketing isn’t one of them.
When someone is scrolling on social media or looking through their inbox, they breeze past generic, artificial-looking content. Same thing with websites: If it looks like everybody else’s, it’s an instant turn-off, especially in the age of AI.
This isn’t what people want to see, so they don’t engage with it.
Does it Look Good, or is it Just Familiar?
Unfortunately, many brands are so cautious about their branding that they choose elements they’re familiar with, things they’ve seen before. In other words, they base their decisions on what’s been already done, creating more and more of this generic content.
We get it: sharing things in common with successful businesses feels good.
Being different has the opposite effect. It’s uncomfortable. This has led countless businesses to reject bold, creative branding choices in favor of what’s safe and familiar. In many cases, the business thinks they’ve chosen a great design, but there’s nothing unique about it whatsoever.
Boutique Agencies are Not Afraid to Be Different
Fortunately, one of the biggest benefits of working with a boutique marketing agency is the fact that they’re not afraid to be different. They are used to taking chances because they’re willing to think outside the box if it will help their clients perform. Rest assured, if these agencies just modeled their strategies on what’s already been done, their clients would not be very happy because they’d be lost in the noise.
What do we mean by being different? From an artistic perspective, we mean web designs that incorporate unique color palettes or layouts. Odds are, your businesses does something very differently than your competitors, and your imagery should reflect that.
We also mean content that makes your audience feel something, as opposed to nothing, which is the norm. Bold marketing makes people laugh, gasp, smile, nod in agreement, etc. Not only does this catch their attention; people are more likely to engage with content when they’re in a heightened emotional state, whether it’s happiness, curiosity, even anger.
Bold Marketing Resonates with Your Audience
Another benefit of bold marketing is that it’s more shareable. When people share content on social media, it’s often because the topic makes a powerful statement that aligns with their personality or beliefs. It’s no wonder so many people like to share content that affirms their support for a certain political or social issue.
We’re not telling you to go this route. But, if you want to create content that resonates with your audience, think about the values they firmly believe in. For example, let’s say your audience is small business owners. This audience has a positive view of entrepreneurship, so you’d be wise to support this idea in your content.
Bold marketing is risky because it says something, instead of nothing. But it’s also strategic because it targets your audience’s heart and soul, while emphasizing the unique value your business provides.
For further advice on how to make your marketing bolder and more impactful, contact the team at The Found Gen today.