We were all taught that old-fashioned typefaces were “boring.” These experts have offered this advice as clients, designers, and even instructors. Well, it turns out they were wrong. Even with a number of rather sophisticated brands all ignoring the foregoing advice the evidence is in, each brand has to stand on its own merit.

That’s what is wrong with always using good old Arial, or Helvetica, or dare I say it, Times New Roman.

All of these fonts have been used so often by so many that our lizard brains have turned them off because they don’t pass that one test that is so important. And that is, is it different and does it provide me with anything that is fresh and new? No? Then I’m clicking on because I’ve got stuff to do.

That’s the real story behind getting your strategy into the marketplace with the impact and business results you are looking for. Surprise! It’s all about finding your true north: the thing that makes your brand uniquely yours that brings your customers something they can’t get anywhere else.

Maybe it’s the best price, or the best quality, or the most innovation on the planet. Whatever “it” is, you also need to pay attention to how you present it. And be very sure that isn’t the way everyone else in your market is doing it!