Correct message received?
The Colgate company began its business in 1806 making starch, soap and candles in New York City. Colgate started selling toothpaste in jars in 1873 and by 1896, introduced toothpaste in a tube. Over the years they have expanded from a single toothpaste to various versions each addresses customer concerns about such things as tartar, plaque, whitening etc.
A recent promotional campaign caught my eye as a fine example of how a distracting visual can disrupt a message. In Colgate’s case the distracting visual was the message in their ingenious campaign to promote dental floss.
If you haven’t seen it check out these images:
COUPLE 1
COUPLE 2
COUPLE 3…Have you been looking carefully?
Did you notice:
-in the first photograph the woman has six fingers on her left hand,
-in photograph two, a phantom arm is floating behind the man,
-there’s only one ear on the man in the third photograph.
The campaign attained a dual purpose—it proved that food on your teeth draws more attention than any physical defect, and also because subtle changes like these, that engage the viewer, create buzz when folks start telling their friends about the discrepancies. I received notice of this campaign in an email from a relative who in turn had received it from a friend…and so goes viral marketing.
In Colgate’s case the distracting visual was an intentional component of their message. But can you imagine when a distracting visual is the result of an oversight? It may not be something as blatantly obvious as shown in these photos but they are important nevertheless.
Several years ago I was asked to create a magazine ad for a real estate company. Ads such as this are a significant investment with the hope of garnering tangible benefits. A photo of a house proudly taken by the realtor was sent to me for use as the sole image for the ad. The house looked to be in good repair and the lawn was landscaped, however, on close inspection, I noticed garbage bags and beer cases on the front steps. This was a distracting visual that did not support the friendly, thorough service the agents provided. Using it would have created a lasting negative impression in the minds of potential customers. I know I haven’t forgotten it.
Open for business! This is what you’ve been working but don’t be tempted to say “I’ll change that up later.” when it affects your brand recognition. Customers shouldn’t be left guessing what you have to offer because they’ve seen the same stock visuals at other businesses and haven’t been made aware of your point of differentiation.
Remember, branding your business begins on day one and must be considered with every business decision. Your Brand Identity is what you want to communicate about your business—so be clear about what that is right from the start.
Your Brand Image affects your perception and recognition. It’s important to be authentic. Your visual presentation is a part of that image as well as customer experience. Customers are happy when they get more than expected, but give them less and you’ve given them a negative experience. Which scenario do you want them to be able to share?
Brand Building is what you do to communicate your brand. It affects how you are perceived and received…or not! The goal is not to dilute your brand, confuse your customer and miss out on valuable business opportunities. Essential to effective branding are actions and visuals supporting the message by adhering to a solid brand strategy.
Be consistent! This will help avoid giving conflicting messages about your business, confusing your customers, resulting in possible loss of brand loyalty.
The sticky paper used by ORKIN gives an engaging demonstration that conveys a solid message about their business: they provide pest and bug control! It’s not about the amount of money you spend. It’s about your choices and being consistent.