We’ve all experienced it — walking into a room and instinctively pausing, our attention drawn to a single individual who exudes presence and importance. But why does this happen? And more importantly, how can you ensure that your brand commands the same level of attention?
Stopping power isn’t everything, but it is the first thing. If your brand fails to capture attention, potential customers will pass by without a second thought. I refer to this as a “nothing burger” — a brand so indistinct that it fades into the background, becoming just another element of the environment. To them, your brand will be just another element of the environment.
The Importance of Stopping Power in Branding
We all recognize (and if you don’t, we’d love to have a conversation with you) that branding is a cornerstone of success — whether for an individual or a corporation. The challenge lies in persuading your audience to invest their valuable time and energy into your brand.
This isn’t complex psychology. If your brand fails to capture attention, it goes unnoticed. If your audience doesn’t engage with you initially, they certainly won’t dedicate additional time to learning more. And if they aren’t willing to invest their time, they won’t invest their resources either.
How to Capture Attention
Some individuals and brands naturally stand out. However, if stopping power doesn’t come effortlessly, it can still be achieved through deliberate and strategic efforts. Creating those moments that command attention repeatedly is an art that requires intention and execution. Interestingly, many brands or individuals who naturally possess stopping power often underestimate the importance of strategic branding and marketing — this is an oversight that warrants its own discussion.
Here are two ways to establish stopping power:
1. The Big Bang
A "big bang" strategy involves making an immediate, unmistakable impact that sets your brand apart. Here are some examples:
- Highlighting your product with a single spotlight in a large, dark room.
- Creating contrast by wearing jeans and a t-shirt to a more formal event.
- A sudden noise commanding attention in a silent space.
- Buying a double full-page spread in a magazine full of quarter-page ads.
- Bringing a celebrity to sign autographs at your tradeshow booth.
The possibilities for making a bold statement are endless.
2. Frequency and Repetition
If you have something valuable to say, say it more often — and then say it again. Repetition creates recognition, and recognition builds importance. People gravitate toward what they perceive as significant and frequent messaging reinforces that perception.
A Word of Caution
While stopping power is essential, it must be backed by substance. Interrupting someone’s routine or drawing attention to your brand must lead to a meaningful payoff — one that enhances their experience or provides value. Simply capturing attention without delivering on expectations can be counterproductive.
Many brands overestimate their stopping power, failing to account for the overwhelming noise in the marketplace. They underestimate the volume and consistency required to stand out effectively. That’s where we can help.
Don’t let your brand become a “nothing burger.” Make an impact.
