I am a big believer that a logo is never enough.

Instead, the more simple, visual layers you can consistently add to your messages, the better each message will be tied to one another and a brand will occupy one big corner of someone’s brain instead of a dozen tiny ones.

Normally I think of these in terms of colors or shapes or design patterns, but I want to tell you a quick story that illustrates this in a way I didn’t expect.

Ullr came through! 5" of new snow and amazing snow making temps. Can't wait for #Breck Opening Day tomorrow! pic.twitter.com/HT0Zp1k8Gz

— Breckenridge Resort (@breckenridgemtn) November 18, 2016

When I saw this tweet my thoughts went like this:

“Weird, why is Loveland taking and sharing pictures of Breckenridge? They share a ridge, but that’s not from the divide. I wouldn’t put it past Loveland, though, to give a shout out to other mountains. They were at Arapahoe Basin’s opening day, after all, and posted congratulations from their brand account. Good eggs over there…”

The logo beside the tweet? Breckenridge. The name beside the logo? Breckenridge. The hashtag? #Breck.

So why in the world did I think this was posted by Loveland?

This is why.

The news you've all been waiting for. Get those skis & snowboards ready. We will open for the 16/17 season on Thursday, November 10. pic.twitter.com/YT2ivT5Snl

— Loveland Ski Area (@LovelandSkiArea) November 7, 2016

Swing by the @LovelandSkiArea booth at @SkiSnowExpo and say hello to @tobydaberner. Grab your 2016/17 Season Pass and $129 4-Paks! pic.twitter.com/wpYM3xsl85

— Loveland Ski Area (@LovelandSkiArea) November 5, 2016

Making snow! Nice work @tobydaberner #cowx #lovelandskiarea pic.twitter.com/AosDjmM4Zg

— Loveland Ski Area (@LovelandSkiArea) November 2, 2016

Still making snow. @tobydaberner thanks you for your patience. Think snow! #cowx #snowmaking #lovelandskiarea pic.twitter.com/UBYKkpLQtn

— Loveland Ski Area (@LovelandSkiArea) November 1, 2016

Mother Nature, please send cool temps our way. @tobydaberner wants to make snow and get the mountain open! Thank you! pic.twitter.com/LO1exS6489

— Loveland Ski Area (@LovelandSkiArea) October 24, 2016

Snowguns going strong at @LovelandSkiArea #racetoopen #lovelandskiarea pic.twitter.com/519VnD6HXq

— Loveland Ski Area (@LovelandSkiArea) October 18, 2016

That's @LovelandSkiArea and @tobydaberner on the @NFLonFOX @Broncos game! #tobydaberner #DenverBroncos pic.twitter.com/ndPbKrBIhG

— Loveland Ski Area (@LovelandSkiArea) October 10, 2016

Great deals at @TheSkiShopCOS Stop by and get you Season Passes and 4Paks. Say hello to @tobydaberner pic.twitter.com/VrRGQ7VFtK

— Loveland Ski Area (@LovelandSkiArea) September 30, 2016

Hello Colorado Springs!We are at @TheSkiShopCOS until Sunday!Come say hello to @tobydaberner and buy your Loveland 4-Paks & Season Passes. pic.twitter.com/9YaNiXn4yf

— Loveland Ski Area (@LovelandSkiArea) September 30, 2016

Goodbye summer….Hello fall!
@DustinSchaefer @tobydaberner #cowx #colorado #lovelandskiarea pic.twitter.com/cALXhdR67e

— Loveland Ski Area (@LovelandSkiArea) September 23, 2016

Who doesn't love snow and dogs? More snow fell on @LovelandSkiArea last night! #cowx #snow #tobydaberner #colorado pic.twitter.com/SRqgDPVsFb

— Loveland Ski Area (@LovelandSkiArea) September 15, 2016

Interestingly, that list could go on but not as consistently as we saw this fall, and that’s why this is such an interesting lesson.

By simply including Toby in Loveland’s photos for about 9 weeks, a photo from another resort with a Bernese Mountain Dog created such a strong association with Loveland that my brain didn’t even bother to look at who had posted the tweet.

Think about that for a moment.

That’s powerful stuff, and simple lesson in the power of those additional layers of visual branding beyond your logo.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.