Crumb Topic: Break Out to Stand Out
You've made a conscious decision to go beyond "good enough" in order to stand out. Now, in developing your marketing tools, comes the reality of not using predesigned themes, canned templates, clip art, standard materials, and common stock imagery (i.e. the handshake). You are focused on what you can do to make your message more memorable. It doesn't have to be something big or require you to create volumes of materials. It just needs to stand out and make a connection that lasts for more than a moment (and survives the delete button or trash can). As you'll see in the case study below, the smallest detail can have an impact that everyone will talk about and that they'll recall for years to come.
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One of our first clients was a high-end, custom window manufacturer. We produced a brochure that matched the quality of their product and appealed to the top residential architects in the country. The brochure had many levels of design that pushed it beyond the ordinary, from concept, layout, and artwork to photography, die-cuts, and messaging. But what made it stand out to the discerning eyes of these architects was the smallest detail in the piece. The die-cut of the window panes included a barely noticeable sash lock. It would have saved a lot of money to just cut it off. But deciding to cut around it demonstrated their attention to quality and detail, and that these characteristics extended to everything they touched. People commented on the lock and were amazed at the precision cutting. This brochure not only won design awards, but more importantly, it won opportunities. It's ironic that a lock was their means of breaking out.
To break out, you'll need to have creative courage and thick skin. Don't stop, keep pushing it to the next level. Service firms are known for their creative problem solving, whether it involves design, engineering, or construction. The way you deliver your message can demonstrate how you value creative problem solving. In doing so, you will open yourself up to the opportunity to be talked about and remembered. You'll open up the door (or window) to standing out.
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"Every success is built on the ability to do better than good enough."
- Author Unknown
"You have first to experience what you want to express."
- Vincent van Gogh
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