The Familiarity Trap
You’ve seen your branding so many times, you’ve gone blind to the flaws. That font choice? You stopped noticing it six months ago. The colors? Fine, probably. The logo? At least it’s not Comic Sans. You know what you meant when you made it, and that’s the problem. You’re too close to it. You’ve stared at it for so long that even a vague resemblance to something artistic feels acceptable. And if your branding is starting to echo something else, you might not notice it until your audience stops responding. Echoes aren’t obvious from the inside. They feel normal right up until they stop working.
But no one else has your context, and they’re not looking for it. They’re scanning, skimming, deciding. They can’t name the typeface, but they can feel it’s wrong. They don’t know your backstory, but they still feel out of the loop. What seems “still fine” to you might come across as unfinished, uncertain, or just slightly off. And when your branding reads like an inside joke, most people won’t ask for the punchline, they’ll just keep scrolling. Not confusing enough to ask about. Just familiar enough to ignore.
At Relative Media, we help you see your brand the way other people do. Through our Consult Deluxe, we ask perception-based questions that reveal how your brand is actually coming across and then we give you the Brand Blueprint that makes it make sense. When you’ve stared at it so long that it all becomes a blur, we help reframe it so others get it instantly.
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