Marketing Guru Seth Godin in But you're not saying anything observes how many corporate logos are bland and virtually indistinguishable. He also notes how his books are generally sold in the standard size at the standard price. The reason: You don't want to stand out from the crowd on elements of your message that are not essential to your differentiation. He writes:
If you're not telling a story with some aspect of your marketing choices, then make sure that aspect is exactly what people expect. To do otherwise is to create random noise, not to further your marketing.Exactly! Brochures and company literature for AEC firms look alike (generally) for a reason: They, in general, aren't the defining difference or uniquely special quality of your business/practice. You need to pick where to focus your marketing risk/expense -- and your differentiation.
See this post on Isomorphism for a recent perspective here on this topic.