In marketing, it's vital to stand out from the crowd... To separate yourself from the competition so that they think of YOU when they need your product or service.
A great way to do this is to harness the power of novelty.
I did this with my personal brand, Super Logo Boy.
I could have called it PM Logo Design, based around my initials, but that's immediately forgettable.
The name Super Logo Boy get's people asking me to talk about what I do. They literally invite me to talk about myself and my business... It's a bit like when you invite a vampire into your home.
But why does novelty actually work?
Well, it's about attention. When something stands out, it grabs our attention.
It's something that is hardwired into our brains.
Early humans were at constant threat from predators and other humans... So when scanning their environment, the ones who noticed differences and changes would be more likely to survive.
Over hundreds of generations the genes with this ability were passed on time and time again.
So nowadays, even though our survival isn't at threat (for the most part), we're pre-programmed to notice things that stand out as being different.
As marketers, we can take advantage of this by bringing the unexpected into our campaigns and messaging.
Most people and businesses are afraid to take risks and do things differently than the competition.
When everybody else zigs, you should zag.
People have a million and one buying options nowadays... Just 'being there' isn't enough.
You have to BE different and show HOW you are different.
Give people a reason to remember you.