It’s OK to Be One-Dimensional, Just Don’t Be Boring
Posted by Dave Mace at 9:02 pm
Have you ever looked out the window or out across a park and noticed all the shades of green that comprise the lovely landscape? So many tones, but just one color. And yet there is nothing boring about it. It’s much the same concept with a beautiful blue sky…except the sky is blue, not green.
I would encourage small business owners to think of their brand in the same way: Made of the same thing through and through but expressed in many variations in order to hold customers’ interest and reach various audience segments.
Some of my favorite examples of this wonderful illustration are the GEICO ads. In a highly-competitive industry, advertising has proven to make a difference in getting disloyal consumers to switch insurance providers. But let’s face it, as cute as the gecko is, he’s not for everyone. So the company essentially made the gecko the center point of its strategy. Then it created cavemen as a radical alternative and a basic, albeit funny, customer testimonial on the more conservative end of the spectrum.
Voila! Something for everyone!
Think about your own brand. There is something unique that makes it so special that customers want to do business with you and recommend you to their friends. What is that special something?
For GEICO, it’s saving money on insurance with fewer hassles. They’ve found a diverse set of ways to express this core message. How many different ways can you package your story?
