In our September 22nd blog article, had the story about the guy who walked into a bar.
That story went like this. A guy walks into a bar and sees a stunning illuminated brand sign for Angry Orchard® Hard Cider on the wall. So struck by the sign, he pulls the sign off the wall to see where it came from.
That “guy” is the communication director for a major league sports team. He wanted the hometown area bars, pubs and restaurants that are loyal to the team to proudly declare their loyalty to the team.
The point of the Sept blog was to remind you to not take for granted the impact that branding can have on other people. And in the words of advertising legend, Leo Burnett, “If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.”
Today, branding is more relevant than ever because it still connects with people on a personal level. Keeping your brand in the line of sight of your customers is important because attention spans are getting shorter. In 2000, research found people have the average attention span of 12 seconds, while in 2012, the research showed the time frame is down to 6 to 8 seconds.
We are all bombarded by lots to information. It is tougher to stay relevant and keep your connection to customers with new things coming at them all the time. But your visual brand image is one critical way that can make an instant connection and remind them of all the things they love about your brand.
The communication director from the team understood this. So consider this, if a major league sport team that has won:
5 Stanley Cups,
3 Conference Championships,
2 Presidents’ Trophies and
15 Divisional Championships,
…feels they need to keep their brand identity to be in front of their passionate customers, what does it suggest your company may need to do?
“If you plan to win as I do, the game never ends.” Stan Mikita- Chicago Blackhawks