PROTECTING YOUR BRAND
I usually take Hwy 50 into Lake Geneva but lately, due to construction, I have been taking the interstate to work. Aside from less traffic, it offers a different view of Walworth County.
During my drive, I get to see the beautiful countryside and what it has to offer… including billboards.
One billboard, in particular, stands out… not for its message, but rather its anonymity. You see, it’s tilted away from oncoming traffic just enough to make it unnoticeable until you’ve passed by it enough to think to yourself, “gee, didn’t see that before” – even though you’ve driven by it a dozen times already.
What really adds to the odd positioning is the small typeface used in the billboard. Only after an entire week of passing by this billboard have I finally been able to deduce that it is advertising a Bison Farm. I’m sure there is some really solid information on this sign but due to its positioning and the small typeface, I just can’t see it.
I understand that not many customers are able to choose the location of their billboard. In fact, having been in advertising sales before, when a deal pops up, sometimes the price is too good to pass by.
However, getting a great deal on advertising shouldn’t mean you should jeopardize your brand. A well-designed advertisement should grab the person’s attention right away… driving your message home
It is in your best interest to make sure your brand is being well represented. It’s easy to say “take a step back and look at the whole picture” when you’re referring to billboards, they’re huge!! That’s the only thing you can do.
Promise me you’ll do that with all your marketing. Take a step back, ask yourself… “How Visible Am I?”
-MB
