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© 2014- www.brandingforcorporations.com
Unseen is Unsold
By Eric Balinski
A number of years ago I recall receiving a
promotional mailer for our company to
advertise in a magazine for architects? If
memory serves me, it was Architectural Record
by McGraw-Hill. The simple promotional
message in the flyer’s headline read, “Unseen is
Unsold”. It also showed a serious looking
gentleman (presumably an architect) sitting in a
chair with his arms crossed. The copy next to
the side of him said: “I don’t know you. I don’t
know your product. I don’t know your company.
Now what do you want?”
The point of the promotion was to get
companies to realize that generating pre-sales
call visibility by advertising in Architectural
Record about who they were, what they sold,
etc., prior to calling on an architect who could
specify their products, would make them more
successful.
That simply idea, Unseen is Unsold, probably has
more relevance today with smart phones, the
internet and social media all bombarding
people. Getting attention is tough and a brand
only has a millisecond to make the connection.
This is why visual branding is so critical today.
Visual Branding is one thing that can make an
instance connection to customers and loyal
brand fans. It has rich meaning without
requiring long attention spans.
For example, if you have been to Las Vegas, or
seen a commercial for Las Vegas, or saw the
movie, Hangover, the Las Vegas sign is the
symbol of all things Vegas. Every person who
sees this visual brand image, whether they ever
been to Vegas or not, thinks of Las Vegas as THE
place to go for a wild, crazy, fabulous party time
every time they see the visual brand.
Likewise your visual branding is often today’s
first instance impression that can evoke reaction
to motive your customers. Strategically
considering where your customer’s see it,
whether on their phones, tablets, computers or
dare I say, the real world, can make all the
difference as to what they do next after they see
it.
And if you don’t do any visual branding, maybe
it’s time for a trip to Vegas.
Eric Balinski- Eric advises, educates, and speaks to companies on visual branding, brand innovation, growth strategies, and market expansion. He works with globally known brands to small companies with big ideas.
[email protected] can be reached at: O: 973-903-9300 or
