You don’t always need an across-the-board (and expensive) effort to stand out and be noticed. A single marketing project can be a touchstone for strengthening your brand.
Consider having some fun with a one-off campaign while staying true to your existing brand framework. This could be an ad series, a seasonal package, or a special giveaway. Whatever the application, focus on gaining attention while showcasing your brand in a new light.
To catch the eye of new customers while strengthening your connection with existing ones:
- Identify the aspects of your brand that must remain consistent. These may include your story, brand voice, color palette, logo, icons, illustration and photographic style.
- Determine how those brand assets can be applied in a new and fresh way without straying from your identity.
We know…many of you are probably saying, “Wait a minute, brand guidelines are brand guidelines. What gives?”
And to those we say yes, brand guidelines are important. The key to being successful while introducing a twist here and there is to strike the right balance—and it’s more art than science. Whatever you put forward needs to have enough of your brand elements in recognizable form that you don’t confuse your audience, and enough new spark to command attention. To illustrate, we’ve collected a few of our favorite one-off campaigns below, as well as sharing a recent one of our own.
If your brand is ripe for new attention, but you’re not sure how to achieve the all-important balance mentioned above, give us a call. We’d be happy to brainstorm new ways to bring your brand out of the box.