Marketing guru Roy H, Williams says, “Intrusive visibility means people see you when they’re not looking for you.”
But how can businesses achieve intrusive visibility in an effective way? Let’s see some examples that will inspire you:
A Case Study in Intrusive Visibility: Fortress Storage
A perfect example of intrusive visibility can be found in the Boston area with Fortress Storage, a self-storage company with a strong brand identity. The company’s name alone suggests safety and security. They also have a brilliant tagline: “Museum quality storage.” The tagline evokes an image of extreme care and protection for personal property, much like how a museum treasures its artifacts.
But words alone aren’t enough to capture attention. Fortress Storage faced the challenge of how to visually grab the attention of thousands of travelers on the busy Routes 95 and 128. Their solution? Wrapping their entire building in a giant chain and huge padlock.
This bold visual not only captures attention but also communicates exactly what Fortress Storage offers—a secure, fortress-like place to store your belongings. It’s an example of what author Bill Schley calls an “indelible snapshot,” a visual representation that delivers both performance and proof in one powerful, memorable image.
Connecting Visuals with Your Message
After you’ve crafted a strong marketing message, visuals can amplify your brand’s identity and help connect the benefits of your product or service to your target audience. The key is ensuring that the visual representation shows what’s most important about your offering.
A great visual makes an instant emotional connection. It needs no words. It tells a story about what your brand stands for, just like Fortress Storage’s chain and padlock tell the story of security.
Another Local Example: Playground Prep
Another example of a brand using visual cues to connect with its audience is Playground Prep, a preschool in East Greenwich. The name alone evokes images of fun and learning, but the brand doesn’t stop there. They extend the feeling with a vivid, primary color palette on the building’s exterior.
The bright colors reflect the preschool’s promise: a fun, stimulating environment where children can learn and grow. This combination of name and visuals creates a powerful impression that helps parents identify whether Playground Prep will meet their children’s needs.
Why Intrusive Visibility is Worth the Investment
In his book, The Wizard of Ads, Roy H. Williams states, “Intrusive visibility isn’t always available, but when you can get it, it’s worth whatever you have to pay.” And he’s right. Whether your visual is a large-scale exterior statement, like Fortress Storage’s building wrap, or an image on your website homepage, visuals have the power to make or break your brand’s first impression.
According to Doug Hall in Jump Start Your Business Brain, a strong visual connection to your marketing message can increase your probability of success by 10%. While visuals can be elusive and difficult to define, focusing on your core customer offering and translating that into a visual image can help create an unforgettable brand identity.
The Role of Signs in Intrusive Visibility
Intrusive visibility doesn’t stop at logos and large exterior visuals. It can also refer to the ability of a sign to stand out in a busy or cluttered environment. An impactful business sign can capture attention and communicate its message quickly and effectively. Here are some elements that connect intrusive visibility to good signage:
- Color and Contrast: High-contrast colors make a sign more noticeable, even from a distance.
- Placement: Placing signs in high-traffic areas ensures they’re seen by a large audience.
- Size and Scale: The size of your text and graphics should be scaled appropriately for the viewing distance.
When done right, intrusive visibility helps you stand out in ways that go beyond traditional marketing. A memorable visual can turn a passerby into a customer, and a strong visual identity can turn a good brand into a great one. Whether you’re wrapping your building in chains or simply choosing the right colors for your sign, the key to success lies in making sure that your visual message aligns with your core customer offering.