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What do cicadas have to do with branding?
Say what you will about them, the cicadas
have one strong brand. They’re unique, recognizable and consistent.
And they make an impression on everyone in their path.
Imagine if no one heard from you
in 17 years. What kind of an impression do you think you’d
make? That all depends on how carefully you’ve managed your
brand. Here are five ways the cicadas manage theirs:
1. They’re unique.
They have their own theme song, and it’s LOUD. You may not
have heard it in 17 years, but the “cicada buzz”, like
the soundtrack from a 1950s sci-fi movie, is theirs alone. It’s
a brand builder that cuts through the clutter and lets the world
know they’re here.
2. They’re recognizable.
Corporate colors are important. Those red eyes are scary, but every
one of those little guys has ‘em. You won’t catch a
cicada in disguise because they know how much color matters. Identifiable
colors are a critical branding element.
3. A logo to remember.
The most recognizable identity since the golden arches, exoskeletons
are unmistakable, and they’re everywhere! A brand starts with
a strong identity. And doing something different that your audience
can hold will help you to be remembered.
4. They’re consistent.
Once every 17 years isn’t very often, but they’re always
on time. If people expect something from you, it’s important
to deliver on the promise. From business cards to the design of
your website, a strong message, consistently delivered, is a powerful
brand builder.
5. They’re in your
face.
There are soooooo many of them. Even the toughest marketing
professional would have to agree that a coverage area of up to 1.5
million cicadas per acre is pretty good market penetration.
Take some tips from the cicadas. But don’t
wait 17 years to get serious about your brand. You may emerge to
find the world has changed, and find yourself being eaten alive
by the competition.
* * *
Wing tips (aka w’ink tips) is published
by Bremmer & Goris Communications. Each issue is packed with
information and useful insights into marketing design and communications
issues that affect your business life.
© 2004 Bremmer
& Goris Communications. All rights reserved.
Bremmer & Goris Communications
creative thinking. effective campaigns.
1908 Mount Vernon Avenue
Alexandria, Virginia 22301
703.739.0088 • www.goris.com
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