You have a one of a kind, diamond in the rough business, right?

We’ve talked before about how part of your job as big kahuna of your business is to determine what characteristics make your business unique and play those traits up in your marketing. That means that your advertising is supposed to separate you from the pack and help your potential clients see just how special you are.

And we think that, in general, a lot of businesses do a good job with this. We do see some unique logos around…some creative promotional products…lots of companies generally rocking their onlyness. That being said, we can’t help but notice that some businesses get lazy when it comes to choosing fonts for their marketing materials.

Stay Off the Bandwagon

Some fonts have been around the block a few times, if you know what we mean. If you want to emphasize your unique image, then it’s a good idea to stay away from the fonts that everybody else in your industry uses. We came across a blog article the other day by designer Courtney Rose Galschiodt that discussed the five most overused fonts, and we chuckled as we thought about business cards and brochures we’ve seen written using these offenders. Really, how many children’s clothing boutiques have to use Curlz before someone puts a stop to it?

Yeah, that font choosing stuff can be trickier than it looks. Fonts vary widely in their readability and style, and now on top of it all you have to worry about whether the font you choose is too overdone. Your best bet is to relax and let a professional with a good understanding of typography make the choice for you. Like we always say, we love marketing and design, and when companies delegate these types of tasks to us, they’re freeing their employees up to focus on what they love to do.

But if you’re a diehard do-it-yourself-er, here’s one little suggestion – lay off of the Papyrus.