A well-crafted, single marketing endeavor can feel to us like a pebble dropped into a placid lake—the ripple effect can be a momentous one; the reach can go far beyond the initial energy it took to let the pebble leave your hand.
That’s not to say that there wasn’t a huge amount of effort that went into beachcombing for that perfect pebble. But let’s not stretch that metaphor too far. The point is, even an excellent product can fall short without the right assets that represent and differentiate your brand. In a recent post we nod to the power of custom assets and discuss why they are imperative to not only crafting memorable, effective advertising but for also earning enduring credibility.
We worked with Portland photographer, Nicolle Clemetson, this spring to create beautiful custom imagery for Sigma Photo.
Whatchu’ Know ‘bout USP?
USP, drawn out as ‘unique selling point’ or ‘unique selling proposition’ is a term that was highlighted many a time in our business textbooks, but one that we see sadly underused out in the world. The common misconception is that it has to be a tangible thing. It most definitely can be in the case of patented technology. But in this cacophonous day where REI allows you to choose between forty different brands’ rendition of a tent, it can seem like a futile endeavor.
In this cacophonous day where REI allows you to choose between forty different brands’ rendition of a tent, a unique selling proposition can seem like a futile endeavor.
Enter the ever-powerful custom asset. Even if you are not unique when it comes to the service you offer of the product you sell, a crucial aspect of setting yourself apart from the pack is the custom asset.
Let’s Talk Type
Consider Starbucks: talk about a memorable brand identity. People don’t choose Starbucks because they have the best bean, but because their cup-in-hand carries connotations that competition can’t quite match. The dual componentry of a unique font, recognizable outside of its immediate context, coupled with the long-haired funky looking mermaid character is a great example of a brand crafting a stellar USP in one of the most saturated markets on the planet. As such, Starbucks branding remains in a user’s memory long after the caffeine buzz fades away.
“Hi, I’m Starbucks.”
A major takeaway here is that the real power is in unique typography. With the intense migration of buyer experience to online platforms, unique font selection gives a brand a distinct voice like [enter modified Freight Sans Black] says, “Hi, I’m Starbucks.” Typography is an extension of a brand’s tone and now with the accessibility of unique web fonts and a wealth of new-fangled type specimens like these from Extensis’ Fonspiration, today’s designers and developers really have no excuse for cutting corners when it comes to custom type work.
How to Differentiate Your Brand
Tell a Good Story
An engaging story is the one that piques interest and imagination on a multitude of levels. Set to the tune of a good typeface underneath a powerful, memorable logo, the importance of custom assets dances in again. Perception is reality, and using stock art does not paint a unique picture. While sometimes sleek photography and video content and jazzy copywriting can seem like cherries on top of your product’s cake, they should represent a much more foundational component of its identity and deserve a place in the big-budget strategy meetings.
Producing memorable, sharable content allows your brand depth and a breath. Interesting research from Keller Fay suggests that word of mouth is still the heavyweight in consumer driven brand sharing, and that emotionally charged content gains the best traction in this environment. We put in the grunt work with Columbia River Knife and Tool and with a vision to create an entirely unique feel. We crafted a campaign that remains relevant and consistent in print, online and even in a dynamic environment like the SHOT show in Las Vegas where word of mouth rules.
We crafted a CRKT brand identity suite that remains relevant and consistent in print, online and even in a dynamic environment like the SHOT show in Las Vegas where word of mouth rules.
Shoot Straight & Narrow
Above all, consistency is key. Less is more, and a pointed, consistent direction carries content further and gives your product solid footing. Diving in with an assets-first mentality can earn your brand more respect and differentiate it in a way that is palatable, enduring, recognizable and trustworthy.