Everyone knows it’s important for their brand to stand out. But we often fall into the trap of using similar imagery, messaging and overall themes that our industry considers “best practices.” Use this technique to discover how to make your advertising original and compelling.

1. Cut out print ads of your competitors.

2. Print and cut out your logo at the same size as your competitor’s logo on the ad.

3. Ask yourself the following questions.

Does the ad still accurately reflect your brand?
If not, what elements of it doesn’t? Be specific. Don’t just say, it doesn’t feel right. Dig deep.
What would you change to make it feel more like your brand?
Are there any parts that you like about it that you wish you would do more in your own advertising?
If you showed this to one of your customers (cutout logo notwithstanding) would they think there was anything wrong with it?

4. Compile your answers and review your current advertising. Are there any things you should adjust based on what you learned?

5. Ask yourself: How can you be more distinctive? Where can you improve your value proposition? What can you learn and apply from what your competitors do?

BONUS: If you have access to a graphic designer or a video editor, try this on technique on TV spots, banner ads, collateral. It’s important to actually see your logo on their ads. It’s not enough to just look at other people’s ads and imagine. There is something psychologically different when you see your logo on your competitor.