He loved that it featured a snowy bridge and served to reinforce the Crossbridge brand.
We had other business to discuss, so we quickly moved on. But for a number of reasons, his comment struck a chord.
Why? As a long term client, he'd been receiving holiday greetings for several years. Every single card featured a winter bridge scene.
It's a Crossbridge tradition, in fact. The bridge might be wood, stone or steel. It might be a photo, painting or pencil sketch. It might be bright and bold or subtle and subdued. It might be a physical card or digital greeting.
Somehow, somewhere, there's always a bridge.
It took awhile, several years in fact. But once the client made the association between the image on the card and the company name, it stuck. Now, when he receives a card with a snowy bridge, he knows it's probably from me and Crossbridge, even before he sees the signature.
This experience was a useful reminder. In marketing and branding, repetition matters. Consistency matters. Persistence matters.
This year is winding to a close. People all over the world are taking a break to celebrate the season with family, friends and loved ones. It's a wonderful tradition that marks the transition from one year to the bright promise of the next.
As you map a course from where you are today to where you want to be next year, remember: There's always a bridge.
Best wishes to you for a joyous holiday and happy, prosperous new year.
Image © Century Greetings