For the past six weeks, I have focused my LinkedIn articles on video.
Now, with my new series “Big Water Local Current” in the works (bite-sized Tahoe-local marketing tips), I’m in the early stages — building templates, testing formats, and refreshing the brand itself.
Which got me thinking… after the wild pace of AI and tech shifts in 2024, it’s time for a lot of us to revisit our marketing playbooks. As I rework my content system, I’ve also been reflecting on a broader issue that so many brands (including mine) face — we get stuck repeating what once worked. That’s when Brand Blindness sets in.
You know that ad that crushed it last year? The one everyone loved? You duplicated it, tweaked the headline, changed the music — and suddenly, crickets.
You’re not alone. You might be experiencing Brand Blindness — and it’s quietly costing you connection.
Brand Blindness occurs when your messaging becomes so familiar and repetitive that your audience's brain starts skipping right past it — even if it's good content. It's a phenomenon rooted in how our brains process information. The human mind doesn't register slight variations as new or noteworthy. When all your visuals look the same, your message starts to blend into the background noise of the digital landscape, rather than building meaningful engagement.
Recently, while working on an ad with a client, a graphic designer I collaborate with said, “That logo is so 90s.”
I hadn’t really thought about logos aging the way fashion or film does — but it’s true. Great design holds up, but logos from decades past weren’t built for today’s needs: favicons, mobile buttons, watermarks. That moment helped me see how subtle design shifts can re-engage your audience without losing your core identity.
Another good way to overcome Brand Blindness can be in changing a part of your storytelling. As Mark Schaefer recently discussed on the SME podcast, just showing up isn't enough anymore. It's about how you show up and what story you tell.
When creating video, keep in mind these three elements of storytelling:
By disrupting just one of these elements, you have a shot at creating something remarkable. And remarkable is the gold standard in getting to the surface of all the noise these days. Now there is always shock and awe, but I find these a bit extreme for regular business use. I would also take caution with how much you change at once. You still want brand recognizability. If big changes are in the plan, then try making them incrementally. Change takes effort and resources, I like to take them slow and enjoy the journey.
Refreshing your brand or content doesn’t mean losing your voice. It means evolving with your audience. As I build “Big Water Local Current,” I’m staying focused on storytelling that resonates — not just repeats.
If your marketing feels like it’s getting skipped, it might be time to break your own mold — just a little.
If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator
