Imagine this. You walk along the street with a cup of coffee in your hand. You see a logo that is so eye-catching that you almost drop your cappuccino. That wasn’t an accident. That’s the strength of a promotional lunch bags brand that was developed with care, not thrown together on a Friday afternoon. Why fit in with a sea of sameness when you can stand out every time?

Remember the brands you liked the most. What makes them memorable? It’s the colors, the way a logo swoops, and a voice that stands out. Branding that isn’t interesting is like a wallflower at a dance. People like things that are different, with a little bit of spirit. It’s the difference between ordinary toast and sourdough that has a twist. What would you rather be?

Change the script on generic first. Don’t be scared to be a little strange; just figure out what your brand stands for. Your firm will stand out if you have strange stories, unique slogans, or perhaps a crazy mascot. Tell stories that make others want to listen. “Did you know that our founder’s goldfish was the inspiration for our name?” That’s the kind of thing that sticks in people’s minds.

The next play is design. Fonts can talk softly or loudly. Color palettes can either be quiet in the background or jump out at you. Do you see how Tiffany’s blue box makes your heart race before you even look inside? That’s on purpose. Choose visual elements that do a lot of work and show who you are at a look.

But don’t stop there. The voice of your brand is important. Talk like you write. People don’t want to feel like they’re talking to a robot; they want to feel like they’re talking to a buddy. Use simple language instead of stuffy jargon, throw in a joke now and then, and treat them like they’re in your living room.

That’s what it all comes down to: consistency at every touchpoint. Your story, your colors, and your tone should be the same on Instagram and on invoices. Even the smallest thing can bother you if it seems out of place. It’s like finding raisins in your chocolate chip cookie all of a sudden. No one likes that surprise.

Also, keep an ear to the ground. Pay attention to what your audience is saying. What gets going? What postings get people talking? What memes do people share a thousand times? You don’t have to follow every trend, but you shouldn’t be afraid of change either. Being flexible is good for you.

A standout brand is something you have to keep working on. Let the other man take care of the cookie-cutter stuff. Make a lasting impression. Make others laugh, think, or even cry (in a good way). That’s how you turn a name into a brand that everyone knows right away. And maybe, just maybe, you’ll be the reason someone spills their coffee tomorrow.